From 26 to 28 December 2020, the EU Media Policy training was held as part of the implementation of the Jean Monnet Chair’s project “Social and Cultural Aspects of European Studies” (SCAES). The training was conducted in the format of an online conference for masters, bachelors, young scientists, graduate students, doctoral students and researchers.
The training was conducted by Professor Andriy Chuzhikov, Candidate of Economic Sciences, Associate Professor of the Department of Television Journalism and Actor Skills, member of the project team of the Department of Jean Monnet “Social and Cultural Aspects of European Studies” (SCAES).
The first day of the seminar (December 26) was held to get acquainted with the training program and discuss the following topics:
• “The essence and classification of EU policy”
• “EU information and communication policy”
The main leitmotif of the training was to explain the specifics of communication strategies, and that communication strategies differed in duration (from several years long before the announcement of the referendum to 5 weeks), intensity of influence (involvement of media, high officials, individual campaigns by government and political parties and NGOs). , organization of special events, etc.), educational (to promote the formation of their own views of citizens on the eve of the referendum on the country’s accession to the EU) and advocacy (disseminated only positive information about the benefits of European integration).
The distinction common to all was a clear focus on certain segments of the target audience. The common goals of the communication strategies were common: to inform citizens about the accession procedure, the negotiation process, the nature of the EU institutions, the decision-making process in the Union; to convince of the need for closer economic, political, cultural and security relations between the states and the EU; to promote European values.
The next day (December 27), participants continued to deepen their knowledge on:
• “EU audiovisual policy. Activities of the European Audiovisual Laboratory “
• “EU Cultural Policy and Creative Europe”
The aim of the second round of training was to form an understanding of the role of the European Union in the audiovisual field. Explain the need to create a single European market for audiovisual services. Take into account the importance of the EU’s audiovisual sector, which employs more than 1 million people, plays a key socio-cultural role and remains the main source of information and entertainment in Europe, where the average European watches television for 4 hours a day.
The last day of the seminar (December 28) ended with the participants’ knowledge of the following topics:
• “Implementation of European values in EU media policy”
• “Trends in European media policy 2021 – 2027”
Effective perception of information was facilitated by practical cases, which the participants of the seminar analyzed together with Professor Andriy Chuzhikov.
The training was conducted in order to expand knowledge of the basics of EU media policy, principles and methods of media content processing and mastering the latest media tools from the European experience. The seminar contributed to the generalization, systematization and dissemination of European practice of media policy in Ukraine.
The event was supported by the European Neighborhood and Partnership Instrument (ENPI).
For more information:
Project manager
Professor Maria Nesterova
tel .: +380503113435
e-mail: marja@nesterova.com.ua