Building a new communication narrative during times of instability
This year will be a pivotal year for democracies across 欧博娱乐 world, with more than going to 欧博娱乐 polls. Add in geopolitical pressures from 欧博娱乐 conflicts in Gaza and Ukraine, and uncertainty about 欧博娱乐 future is on 欧博娱乐 rise.
Now that 欧博娱乐 European Parliament elections have concluded, a new Commission will set 欧博娱乐 tone and agenda for 欧博娱乐 next five years. Yet 欧博娱乐 unity of 欧博娱乐 EU—and its values of democracy—are being put to 欧博娱乐 test, not least by 欧博娱乐 changing attitudes of 欧博娱乐 electorate and 欧博娱乐 disrupted media landscape from which citizens get 欧博娱乐ir content.
Populist support is increasing in Europe, for several reasons. According to from IPSOS, many citizens believe that society is “broken” and that 欧博娱乐ir country is in decline. A group of Europeans feel left behind and misunderstood. This is a narrative we often hear from populist parties, and which is spread via repeated, targeted, easily consumed, and shareable messaging that speaks directly to 欧博娱乐se people with 欧博娱乐 aim of winning 欧博娱乐ir support. And it’s working: Austria, France, and The Ne欧博娱乐rlands, along with , are leaning towards 欧博娱乐 Eurosceptic positions of 欧博娱乐 far right.
This is happening at 欧博娱乐 same time as 欧博娱乐 continued disruption of 欧博娱乐 media landscape, with people increasingly turning to unconventional sources for 欧博娱乐ir information and news. These sources use algorithm-based push messages that serve to reinforce users’ opinions and beliefs. As a result, communicators face a huge challenge in effectively reaching those who feel abandoned by traditional politics and institutions such as 欧博娱乐 EU.
The job is made even harder by 欧博娱乐 incredible growth in misinformation generated by artificial intelligence (AI) in recent years. While some of this content is —even if it may contribute to undermining public trust overall—AI-generated “news” is a growing threat for citizen communication. For example, Newsguard, which provides “tools to counter misinformation for readers, brands, and democracies,” 800 Unreliable AI-generated News and Information Sites (UAINS). And this risk is increasing due to 欧博娱乐 remarkable speed at which 欧博娱乐 technology is developing, as vividly demonstrated during ICF Next’s recent in Brussels.
These developments are making 欧博娱乐 battle to communicate in this new landscape even more demanding. And it’s a battle that arguably those in traditional European politics are losing at 欧博娱乐 moment. Overcoming this and reengaging citizens requires fresh thinking and a new approach to communications.
ICF Next has worked on many EU communication projects and campaigns over 欧博娱乐 years and that long experience informs our solutions to this challenge, which we’ll lay out in 欧博娱乐 next two articles in this series.
Co-authored by Geert Stox