The process of shaping a credible and trustworthy image of the European Union (EU) both within the EU and internationally has undergone significant transformations in the 2020s.
The construction of the EU’s image is influenced by a number of factors, including the role of central institutions, EU delegations, as well as influencers and civil society organizations.
In addition, hybrid warfare, disinformation, as well as generational and technological changes have had a profound impact on the formation of this image.
This also fully applies to Armenia and the Armenian social media environment, where a large group of media consumers form and spread their own opinions.
In this context, it is important to note that creating and maintaining an image of the EU that is trustworthy and relatable for the majority of Armenian citizens is a highly labor-intensive and time-consuming process for communication professionals and stakeholders in the field.
This work is dedicated to examining the nature of the above-mentioned issues and how they are presented in the Armenian social media space.
Based on in-depth interviews conducted with experts, journalists, and professionals operating both in Yerevan and Brussels, the study analyzes the structural prerequisites and obstacles in shaping the EU’s image and presents recommendations aimed at improving public engagement.
The study was conducted within the framework of the project “Assisting independent media and CSOs in enhancing the access to reliable information on the European Union and EU enlargement on social media in Armenia,” implemented through cooperation between the EUROPEUM Institute for European Policy in Prague and the Public Journalism Club NGO, with funding from the Transformation Promotion Programme of the Ministry of Foreign Affairs of the Czech Republic.
