The EU Expansion analyzes the communication strategies of candidates and parties in the 2004 European Parliamentary elections. These elections marked the first opportunity for the selection of representatives to the enlarged European Parliament. They also provided an important opportunity to study how candidates and parties strike a balance between communicating the need to preserve the sovereignty and culture of their countries with the increasing realization that Europe can only preserve its significance in the world by forging a unified economic and political federation.
Research and analysis from both longstanding EU nations and those entering for the first time are provided. Chapters focus on the background and significance of the elections; the content of the party and candidate communications in representative countries; news media coverage of the elections; the effects of these communications on voters; and the unique perspectives of how the elections were covered and perceived around the world.
New York, Bern, Berlin, Bruxelles, Frankfurt am Main, Oxford, Wien, 2008. X, 252 pp.
Contents: Lynda Lee Kaid: European Parliamentary Elections: Communicating a Shared Vision for Europe – Timothy McLendon: Institutional
and Political Development of the EU – Juri Mykkänen: Untying the Social Bond? Webstyle in the Finnish European Campaign –
Colleen Connolly-Ahern/Julio César Herrero: Politics and Impression Management in Spanish Advertising – Frank Esser/Christina
Holtz-Bacha/Eva-Maria Lessinger: A Low-Key Affair: German Parties’ TV Advertising – Jürgen Maier/Michaela Maier: The Reception
of European Election Campaigns and Political Involvement – Wojciech Cwalina/Andrzej Falkowski: Political TV Advertising in
Forming Voters’ Attitudes in Poland – Jolán Róka: Strategic Political Communication Implications in Hungary – Jesper Strömbäck/Lars
W. Nord: Still a Second-Order Election: Comparing Swedish Media Coverage of the 2004 European Parliamentary Election and the
2002 National Election – Andrew Paul Williams/Lynda Lee Kaid/Kristen D. Landreville/Juliana Fernandes/Hyun Jung Yun/Drew Bagley/Sarah
Urriste: The Representation of European Elections in News Media Coverage around the World – Daniela V. Dimitrova/Monica Postelnicu:
Coverage of the Election in Candidate Countries: A View from Bulgaria and Romania – Kaye D. Sweetser/Justin D. Martin/Abby
Gail LeGrange: Media Reliance and International Perceptions of the EU among Young People – Joan Solsman/Anne Johnston: Newspaper
Coverage of Two U.S. and EU Summits – John C. Tedesco/Emiley M. Baker/Ana Constantinescu/Scott Dunn: The EU and the United
States on Terrorism: United We Stand?