Abstract
The failure of European corporate communications, in its information mission and
listening to European citizens, is a fact for many years. Between a Euroscepticism that gleans new followers and citizens who know nothing or almost about the benefits of the EU, the mission of this communication is paramount. Recent years have seen the advent of a new medium and a new concept, the "social web". The latter, usually attached to the concept of web 2.0 and media and social networks, is actually an evolution of the web itself. Thus, in a more social dynamic and participatory, it moves and rebuilds a public sphere on the Internet. European institutions, in the necessary process of changing their model for culture and communication, understood the stakes of this new space and began to invest heavily. With almost 183 million European citizens simply on Facebook, the leading social network, the social web represents a considerable challenge in terms of participatory and democratic. This new space, like any medium and communication tool has strengths and weaknesses. However, because of its creative possibilities and technologies, including participatory, and by the philosophy that led, more social and uninhibited, it can serve as a playground to a new European communication. European institutions, if they want to improve their communication and finally reach a citizen expectations ever wider, must act and invest in the social web. This is not a solution in itself but a step and a test which should enable to rethink and to launch a change in the European corporate communications.
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