The impact of EU institutional advertising on public support for European integration

Enrique Hernández, Roberto Pannico

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Utilitarian theories propose that support for the EU is based on an instrumental calculus about the costs and benefits of European integration. Drawing on these theories, we analyze whether and how ads produced by European institutions affect public support for the EU. Our findings, based on a panel survey experiment, indicate that these ads increase support for the EU, and that ads emphasizing the policy benefits of European integration are more effective than ads emphasizing its reduced costs. However, these positive effects are short-lived, since they had disappeared one year after citizens were initially exposed to the ads. In a context of increasing negativity towards the EU, these findings, based on realistic treatments, have relevant theoretical and policy implications.

Original languageAmerican English
Pages (from-to)569-589
Number of pages21
JournalEuropean Union Politics
Volume21
Issue number4
DOIs
Publication statusPublished - 1 Dec 2020

Keywords

  • Advertising
  • European integration
  • Euroscepticism
  • political support

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