EUROPEAN INTEGRATION OF THE COUNTRIES OF CENTRAL EUROPE: THE COMMUNICATION DIMENSION

Abstract

The process of joining the European Union is quite long and requires serious re- formative and sometimes revolutionary changes in all spheres of the state's life. However, all transformational efforts will be in vain if the citizens of the candi- date country do not support the European integration vector of development in a nationwide referendum. To ensure broad support of the access to the EU, the candidate states developed communication strategies and conducted large-scale nationwide campaigns that focused on the public and its interests, informing the public about the advantages and potential threats of joining and convincing them of the inevitability of European integration. Ukraine has been granted the status of a candidate country, but the accession process will be long and, in addition, war and complicated international relations add unexpected challenges. In this situation of uncertainty, it is important for this state to maintain such a strong sup- port for European integration aspirations and a positive attitude towards the Eu- ropean Union, which is demonstrated by the citizens of Ukraine. The experience of the countries of the former Soviet camp is especially interesting, in particular the countries of Central Europe (Slovenia, Hungary, the Czech Republic, Slova- kia, Poland), which sought to demonstrate their departure from dependence on the East (the former USSR and the Russian Federation) and orientation towards the West (the European Union). All campaigns had their own specificity, because the intensity of anti-European sentiments and the history of relations with the EU were different. However, Governments, Ministries of Foreign Affairs, and non-governmental organizations managed to develop successful communication campaigns that led to favorable attitudes of citizens towards the integration of states into the EU. The article suggests positive practices that could assist in the development of a communication campaign in Ukraine, which would be focused on communicating with citizens on issues of European integration.