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Dr Anna Ogonowska ANNA OGONOWSKA Internet in the European Union’s communication policy KEY WORDS Internet, European Union, European Commission, communication policy, history ABSTRACT The Internet is becoming the most important medium in the communication policy of the European Union. Over the past 15 years, it has caused significant changes in the methods of informing citizens of member states and made critical changes in the information distribution and archival policy of the EU, allowing access to huge quantities of data for all interested. It enabled an efficient implementation of the openness and transparency policy, and contributes to changing traditional communication procedures of EU officials and politicians. Nevertheless, the use of the Internet remains a challenge in initiating dialogue with EU citizens. This also highlighted problems with organizing the collection of information, archiving and making it available in many languages. The communication policy of the European Union (EU) is currently based on the communication from the Commission from 2007 entitled Communicating Europe in partnership1. The main purpose of this policy is providing EU citizens with access to information and understanding the outcomes of EU policies. The most important institution responsible for achieving this goal is the European Commission, but many of its information activities are done in cooperation with other institutions. For 15 years, one of its main tools has been the Internet. The article herein presents in what way this new medium influenced the shape of EU communication policy, especially in comparison with traditional media. The changes in dissemination and archival policies have been presented, and also accessing EU databases and audiovisual materials. Examined was the use of the Internet in the policies of openness and transparency of the organization, as well as its strategy of using Web 2.0 tools. 1 Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions. Communicating Europe in Partnership, Brussels, 3.10.2007, p. 4, COM(2007) 568. 1 Internet and traditional media in the European Union The Internet plays a very important part in EU communication policy, as in the last few years it has developed into a serious rival of television, radio and the printed press. It is a phenomenon not only in the communication policy of the EU, but also in the media system of the entire world. However, its position cannot be considered without the existence of traditional media. In the case of the EU, changes caused by the spread of this global network are all the more important, as their contact with “old” mass media has hardly been a success. For many decades now, the European Union has experienced a deficit of presence in the national media of member states, which are the most popular with viewers, listeners and readers. From the beginning of the 1980s the Eurobarometer, surveying public opinion in European Union member states, has researched the use of media in obtaining information on the Communities and the European Union. For many years, survey results showed that in every country, the main sources of information on the EU have been television, daily press and radio2. In 1998, the Internet appeared on the list and in the following years, moved up to take fourth place in 2006, and came in third in 2007, before the radio, but still after television and daily press3. The latest Eurobarometer research from 20114 confirms third place for the Internet among the most popular medium in the EU. 45 per cent of those surveyed claimed that they use the Internet daily or almost every day, 18 per cent – a few times a week, and another 6 per cent – a few times a month. However, 23 per cent of respondents claimed they never used the medium, and 8 per cent, said they did not have access to the Internet. The same research proves that less and less young people (aged 15–24) watch television, but instead more commonly than in other age groups, they use the Internet5. Television is still the main source of information on the EU6. It is also the largest medium in terms of searching for information about this organization, although in this case its 2 Les sources d’information sur les problèmes de la Communauté européenne. Les sources d’information sur les problèmes de la Communauté suivant le sentiment d’être bien ou mal informé, “Euro-baromètre” No. 13 (1980), p. 41, 43; Sources of information on the problems of the European Community, “Euro-baromètre” No. 17 (1982), p. 57; Sources d’information sur la CE, “Eurobaromètre” No. 39 (1993), p. A31; The need for more information. The information sources, “Eurobarometer” No. 49 (1998), p. 7, 10, 15. 3 Where do people look for information about the EU, “Eurobarometer” 50 (1998), p. 91; Sources of information about the European Union, “Standard Eurobarometer” No. 65 (2006), p. 113, No. 67 (2007), p. 134. 4 The use of media in general, “Standard Eurobarometer. Information on European Political Matters” No. 74 (2011), p. 16. 5 Ibidem, p. 17–18. 6 Media vehicles for information on European political matters, “Standard Eurobarometer. Information on European Political Matters” No. 74 (2011), p. 21. 2 position in the last few years (2007–2010) has been diminishing, similarly to other traditional media in this area. In recent years only the Internet has gained meaning7. It should also be noted that the number of people using the Internet in search of information on the EU is not the same in all member states. In some countries, the Internet already now dominates (Finland, Sweden, Denmark, the Netherlands and Estonia) in this field over television8. The decade long domination of traditional media in informing on the EU does not however mean that the degree of saturation with information on European integration is, in these very media, sufficient. The Secretariat-General of the European Commission in 2008 regrettably informed that information on the EU in national news amounts to no more than 10 per cent of air time – as much as that devoted to the events in the United States9. For 30 years now, the European Commission has been aware of insufficient informing EU citizens on issues of European integration and the difficulty in using national media to implement its information policy10. Numerous attempts at changing this situation, creating their own television and radio programmes, did not bring on significant change in the situation. The cause of this state is a division of European television viewers, radio listeners and press readers into national groups. In each member state, a different television is watched, radio listened to and press read than in other countries. The popularity of some Pan-European channels (e.g. EuroNews) is not big enough to solve the communication problem of the European Commission, which is intensified by the language barrier and diversity of media traditions (the way of hosting news, type of popular entertainment shows, favorite sports disciplines etc.). With this background knowledge, the Internet appears to be a new promising medium. Above all, it enables fast and inexpensive access to unlimited amounts of information for a large audience, no matter what their location in Europe or the world. A strong advantage is the possibility of interacting with users. This however does not change the fact that some of the problems of traditional media also concern the Internet – especially the language problem and difficulties with keeping the attention of users. Many organizations, companies, political parties, governments and individual people try to grab the interest of the Internet community, and so the European Commission too has to compete with them. Yet it seems that even with 7 Preferred media for searching for information on the European Union, “Standard Eurobarometer. Information on European Political Matters” No. 74 (2011), p. 22. 8 Ibidem, p. 23. 9 Communication to the Commission. Communicating Europe through the audiovisual media, [s.l.] 2008, p. 4, SEC(2008) 506/2. 10 A. Ogonowska, Polityka informacyjna Wspólnot i Unii Europejskiej w sprawozdaniach za lata 1958–2007. Część 1. Lata 1958–1992, “Studia Europejskie” 2008, No. 4, p. 96. 3 these limits, using the Internet in EU communication policies creates the possibility of greater success than by means of traditional media. The history of the Internet in the communication policy of the EU is usually dated as the launch of the website Europa in 1995. As the main information server of the European Union, it has been popular from the very beginning. At first, it posted information on the work of the European Commission, but quickly (1997) remaining institutions followed the Commission, writing about themselves11. Equally fast it turned out, that one website is not enough for such a large organization. In the following years, certain institutions, bodies and agencies created their own servers and became independent from the mediation of the Commission. It has now become a custom that new-found institutions create their own Internet sites, with the purpose of providing information on their work. Today, there are numerous official EU servers, and during the last 15 years they have undergone many changes. In the first years, they developed in the amount of information posted, then through the professionalization of message and lately, e.g. content placed on the Europa site, showing the difference in approach to users. A new trend has been customizing Internet sites for both specialists and beginners in issues connected with European integration. In 2011, the European Parliament, as the first, prepared a set of resources on their Internet server in a mobile version, accessible on e.g. smart phones12. In the same year, one of the EU directories – Whoiswho – has been prepared in a version for tablets.
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