21 June 2005

Why people are struggling with the EU constitution

The problems surrounding people's relationship with the EU Constitution have more to do with presentation than its content. The recent EU communication campaign (which must have cost millions) is proof that copywriters and old-fashioned ad campaigns are no longer appropriate. They gloss over the surface in their pamphlets, earn a pretty penny for their highly profiled campaign, and leave the public even more baffled about the content of the constitution and what it could mean for people.

People are in their roles as citizens here, not consumers. People need a comprehensive explanation of the constitution and it's role for people and their countries put into a structure that makes it easy to follow and understand the value it can create. This requires good journalism, not copywriting.

Social media and in-depth dialogue about social issues has changed people's expectations. They no longer accept this ad campaign glossing over the issues with sound bites and short headlines.

Citizens in each European country are struggling to understand the meaning of their citizenship in a new union context that's growing annually - and there is no common language, let alone a sense of common cause. They are distracted from the core of the constitution - and how it will be put into practice - by the conflicts between their country and ideology cultures.

What we need now more than ever are those gifted writers from decades ago who crafted detailed "how-to" manuals that even the most simple minds could follow. Any volunteers?

I did find a rather informative explanation in English from the BBC.

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