European Public Spheres and the EU's Communication Strategy: From Deficits to Policy Fit?

The European Union (EU) currently faces various political challenges surrounding questions of the Union's self-understanding with regards to processes of enlargement and self-definition. This paper analyses the newly created communication strategy devised by the European Union Commissioner for Institutional Relations and Communication and contrasts the mismatch between theoretical concepts of trans-national communication in the social sciences on the one hand and the problematic nature of the EU's communicative approach relating to the national public spheres on the other. I argue that while some theorists propagate idealistic-normative expectations rather than empirically based policy recommendations, the Commission has begun to listen to academics and politicians who rightfully call for more transparency and interaction with media outlets on a national level. Based on an analysis of the communication and information deficits between the Union's institutions, the national governments and the mass media, I supply suggestions as to how the Union could improve its communication policy.