Integrating emotion with identity in European Union strategy

Abstract

Purpose

The purpose of this paper is to propose a more extensive and overt use of emotion in building popular support for the EU.

Design/methodology/approach

The approach takes the form of identifying and analyzing historical and modern evidence for the uses of emotion by organizations and states attempting to build or protect their identities, and proposing a new EU communication strategy that builds on existing and previous experience.

Findings

Emotion was extensively used by early states; its value is being relearned by corporations and national governments. However, the EU has not been making effective use of emotion.

Practical implications

The EU must manage its communication needs in a new way.

Originality/value

The EU has neglected a critical area of communication effectiveness, and should address this problem by applying historical precedent to the activities of modern non‐government organizations.

Citation

Moore, S. (2009), "Integrating emotion with identity in European Union strategy", Journal of Communication Management, Vol. 13 No. 4, pp. 329-342. https://doi.org/10.1108/13632540911004605