The Euro as a Political Communication Process: Quality Requirements
After briefly describing the situation with respect to how the changeover to the euro is seen in Spain, the author discusses the process of political communication linked to the introduction of the new currency. Various elements that are constitutive of a successful communication process are outlined. Particular emphasis is put on the need for those who dispense information about the euro to establish their credibility. Opinion leaders can be expected to play a major role in the communication process. Among other things, a system of “euro-watch centres” is proposed as a way of enhancing the quality and the vigilance of the two-way communication between governments and consumers.
KeywordsOpinion Leader Political Communication Single Currency Virtuous Circle European Currency
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