SERBIA’S COMMUNICATION STRATEGY IN THE PROCESS OF JOINING THE EUROPEAN UNION
Keywords:
communication strategy, enlargement, European integration, potential candidates, candidate countriesAbstract
Accession of new members to the European Union (EU) is an extremely demanding and comprehensive task, as it requires aligning of legislation, meeting the criteria and undertaking a number of other steps that require a change in the way of work, thinking and communication between institutions. As accession means the consensus of the entire society, it is inevitable to informing the citizens, who are the "driving force" of the integration process. It turned out that this is not an easy task for the countries of the Western Balkans. For the above reasons, this paper will discuss the concept of communication, enlargement policy, program documents and the institutional framework that EU establishes in the process of communication, the relevant Serbian institutional framework involved in the accession process, Serbia's Communication Strategy in the European Integration Process, and a comparative analysis documents of the countries of the Western Balkans. Finally, recommendations will be provided in order to improve communication gaps at all levels in EU accession processes.
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