RT Journal Article
T1 Communicating Europe digitally: strategies of the von der Leyen commission 2.0
A1 Rivas-de-Roca, Rubén
A1 Sixto García, José
A1 Tuñón Navarro, Jorge
K1 digital communication
K1 Social media
K1 Public communication
K1 Von der Leyen
K1 European Commission
AB In times of disinformation and heightened polarization, communication strategies aimed at reaching the public are essential to safeguarding institutional credibility and citizens’ right to information. This is particularly important for the European Commission, which faces a turbulent geopolitical scenario. In this context, our research explores the European Commission’s digital communication strategies during the initial three months of its 2024-2029 term, dealing with its use of social media to engage with the public and assessing whether these strategies align with official priorities. Specifically, the study addresses four key questions regarding strategic agendas, platform-specific communication adaptations, engagement levels, and the scope of personalization. Based on a qualitative approach to all posts published by the European Commission’s verified accounts on ten platforms, we find that the Commission’s digital communication corresponds somewhat with its priorities, focusing on quality of life and global Europe, though some issues are underrepresented. Communication strategies change among platforms, having different engagement levels. They also target specific audiences, such as younger users on Instagram and Pinterest. Besides that, the study reveals a strong personalization around president von der Leyen, which blends institutional priorities with personal messaging and have implications in the analysis of the public communication of this EU body
PB Taylor & Francis
YR 2025
FD 2025-12-02
LK https://hdl.handle.net/10347/44204
UL https://hdl.handle.net/10347/44204
LA eng
NO Rivas-de-Roca, R., Sixto-García, J., & Tuñón-Navarro, J. (2025). Communicating Europe digitally: strategies of the von der Leyen commission 2.0. European Politics and Society, 1–14. https://doi.org/10.1080/23745118.2025.2596794
DS Minerva
RD 30 abr 2026