Media Strategy of Political Identity Building in the Digital Society: The Case of Euronews

The paper examines the problem of constructing European identity using digital media. Identity is defined as a set of ideas about a person’s place in society, the values and behavioral models that are established on the basis of correlating oneself with socially significant cultural reference points and role functions in the public sphere, with social institutions and relationships. In a digital society, digital media play an important role in creating political identity. The report uses a case study method to study the contribution of Euronews to the creation of European identity. The report concludes that a pan-European identity is gradually strengthening, but the role of Euronews in this process is contradictory and is assessed as rather a negative one.