Netherlands’ Media vs. Ukraine’s Communication Efforts: The Case of the Netherlands’ Referendum in 2016

Abstract

Ukraine has redeclared its way to European integration which means the arrangement of not only the information campaign directed at the Ukrainians but the promotion campaign directed at foreign public. A serious communication challenge was caused by the advisory referendum in the Netherlands concerning the ratification of the EU–Ukraine Association Agreement. Ukraine had to counteract the well-organized media campaign held by the Dutch Eurosceptics. The Ukraine’s communication efforts are analyzed within the context of the Dutch referendum, 2016.

Keywords

• communication policy
• communication activity
• media coverage
• european integration
• the eu–ukraine association agreement
• the dutch referendum