Cross-Border Communication Strategies: An Approach to Spanish Euroregions on Twitter (X)

Abstract

In a political climate of social polarization and distrust in public institutions, which in turn fosters misinformation, the European Union (EU) faces the challenge of becoming closer to its citizens. At the same time, the EU has well-established collaboration mechanisms at the local and regional levels. In this context, this study aims to analyze the Euroregions project, one of the strategies used by the EU to manage the different regions of Europe through cross-border collaboration. Thus, the main objective of this study is to find out, using the social network X (formerly Twitter), the communication strategies deployed by the regional governments that make up each of the five Spanish Euroregions on institutions of cross-border cooperation. The results show that regional governments do not promote effective communication strategies to publicize these Euroregions. Rather, these governments try to communicate their management success, focusing their discourse on the issue of European funds and thus generating a situation of misinformation around the benefits of belonging to the European Union. Our findings contribute to the budding literature on regional European areas, arguing that certain political actions could ameliorate the feeling of disaffection of the population towards European institutions.