THE IMAGE OF THE ‘EURO’ IN THE MEDIA. A CONTENT ANALYSIS

The study analyses the image of the euro in the press and public perceptions through a content analysis of media articles. The objective of this scholarly inquiry is to ascertain dominant narratives and themes in order to understand how economic and political events influence attitudes towards the euro and contribute to confidence in the euro. The methodology uses content analysis applied on Italian and European press articles, processed with R packages for sentiment analysis and visualization of the most frequent terms. The study focuses on articles addressing the opinions of the public in the euro area, with a focus on Italy, where euro scepticism is more pronounced. The results highlight both positive and negative sides about the euro, with variations in tone related to economic crises, political dynamics and confidence in fiscal policies. The implications of the research are relevant for policy makers and the media, providing recommendations for effective communication strategies to underpin public confidence in the euro. Understanding the power of media over community perception can facilitate the development of better informed monetary and communication policies that enhance euro stability and acceptance in the euro area.