Analysis of the Institutional Communication Strategy for the Adoption of the Euro in Bulgaria
Analysis of the Institutional Communication Strategy for the Adoption of the Euro in Bulgaria

Author(s): Iliyana Marinkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: disinformation; institutional communication; European integration; strategic communication; public information campaigns
Summary/Abstract: This report analyzes the disinformation surrounding Bulgaria's adoption of the euro within the broader context of narratives targeting the country's European identity. It examines the geopolitical and societal conditions that gave rise to the anti-euro campaign. Particular attention is paid to the Bulgarian government's communication strategy aimed at raising public awareness about the euro adoption process. The report outlines the core activities set forth in the institutional communication plan and evaluates its shortcomings in order to propose improvements – both in terms of the content and timing of communication e൵orts, as well as the development of societal resilience to disinformation. The report underscores the need for a comprehensive, strategically coordinated, and timely communication framework that addresses not only the technical aspects of monetary integration, but also the challenges of information security and public resilience.

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