f Sweden, this came in the form of a referendum that declined adoption of the unified currency, choosing instead to maintain its national identity and sovereignty and viewing adoption as a barrier to the country’s continued progress and prosperity. In the case of Slovakia, however, adoption was openly embraced, and the process undertaken as flawlessly as possible, supported by the national perception that the adoption of the euro will bring about economic stability and prosperity made possible by a single European market.
The difference between the two countries is borne by the discrepancies in public perception about the prospects of euro adoption. This study examines the circumstances which circumscribed each case, the nature, strategies, and activities of the information campaign undertaken by the EC in each country. In comparing the communication campaigns in these two Member States, insights are gathered on the importance of an organized and well implemented information programme in forming favourable public perception and preparation of the citizenry for the transition, for the overall successful adoption of the euro.
Chapter 1 introduces the topic of research and the context within which it shall be addressed. It presents the thesis statement sought to be substantiated, and explains the general methodology of arriving at the solution.
The Chapter describes the approach that this dissertation takes in the course of arriving at a solution that leads to either the confirmation or negation of the thesis statement. The analysis is conducted according to the Integrative Framework for Effective Communication by Van den Putte, the particulars of which are explained in this Chapter.
The topic of the dissertation is on the EU communication strategy and the euro implementation. The main research topic is approached through a comparative examination of the communication strategies employed in two countries, namely Sweden and Slovakia, in order to determine