Les brochures grand public de l'Union européenne : un outil marketing pour s'afficher en tant qu'acteur mondial

Abstract : To exist in the international arena and to become an actor in international relations, every organization needs to produce a relatively stable speech identified as such by actual or potential partners. The case of the European Union (EU) is particularly interesting. In order to produce audible discourses, this supranational entity must reach consensus between members states whose objectives and strategies are sometimes incompatible. This paper focuses on general public brochures, excluding the pedagogical materials. This literature obeys to specific standards with respect to text (available in multiple languages, short, highly structured) and presentation (many illustrations in color). Using lexical analysis, we try to identify the arguments used by the EU to emerge as a major player, both globally and regionally, as well as the hierarchy (explicit or not) of the partners evidenced by these texts. The first results reveal a self-congratulatory discourse that does not take account of the leading contemporary geopolitical players, such as major state powers (the United States and Russia in particular) and main inter governmental organizations. Far from advertising its wish for more cooperation in order to influence global governance, the EU is presented as a powerful player whose ambitions are intended to extend in all parts of the world and in all domains.
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Submitted on : Thursday, June 25, 2015 - 2:26:08 PM
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Laurent Beauguitte, Yann Richard. Les brochures grand public de l'Union européenne : un outil marketing pour s'afficher en tant qu'acteur mondial . Colloque de l'AFSP, AFSP, Jun 2015, Aix, France. ⟨halshs-01166920⟩

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