Abstract:
The European Union’s media communication system has been changing rapidly during the latest years due both to new trends in media industry and also due the euro-scepticism wave expressed by some EU member states. The paper first provides a background on the main perspectives of media industry and public communication. Further, the paper refers to EU’s communication strategies, with a focus on the recent digital initiatives. As for the case study, the authors will conduct an analysis on the Audiovisual Services of the European Union (the video, photo and audio services), in terms of identifying the updated approach imposed by professional media industry and by the consumption preferences of the new segments of audiences in the digital era.
