Twitter as a tool for the communication of european union. Comparative analysis in Germany, United Kingdom and Spain

Abstract

Introduction: European Union institutional communication currently faces several challenges. This research will address some of the practical implications of this communication in its member states. Objetives. To analyze how the EU Commission and Parliament aims at impacting politically through social networks. Results. Through a mixed qualitative and quantitative content analysis, three representative study cases will be analyzed. It will be explained how (differently) the EU representation offices in Germany, the UK and Spain use Twitter as platform to communicate, impact and engage with the EU national public opinions. Conclusions. The European institutions looks at redesign its communication policy fostering the use of social networks, understood as the potentially most effective tool to interact with the audiences and to engage and reduce the psychological and geographical distance with the European citizens.