How to change the prejudices that exist in the European Union when it comes to the Western Balkans? What is Brussels doing to show its citizens the countries of the region in a different light than what they are used to when they think about that part of the continent? Do the Balkans always have to be associated with the hitherto common understanding that this is a region flooded with corruption and crime?
In the European Union, they point out that they are changing stereotypes with a series of information campaigns, videos, brochures, for which six million euros have been allocated this year.
"Hidden Treasure"
With a one-minute video entitled "Hidden treasure" and with the slogan "So similar, so different, and so European", Brussels wants to show the citizens of the EU how Southeast Europe, where the future new members are geographically located, is as similar as it is different from the current 27. member. "Magical and surprising," the video highlights.
Albania, Bosnia and Herzegovina, Croatia, Montenegro, Serbia, Kosovo, the former Yugoslav Republic of Macedonia and Turkey, as potential members, are presented in an interesting way. In truth, Croatia has gone the furthest of all, which will become a full member of the Union on July 1. Brussels will allocate 1,5 million euros for its presentation this year, said Rikardu Jozviak, spokesman for the enlargement commissioner Peter Stano.
"Our main goal is to provide the necessary information in the Union in order to find out what can be expected upon Croatia's entry. How will it affect citizens, for example in the Netherlands, Spain, Poland or Slovakia. We are aware that there are prejudices everywhere, but also insufficient knowledge about the new members", said Stano.
Those who are not familiar with Southeastern Europe will probably be surprised when they find out how many treasures the area hides, how many natural, historical and human potentials there are, and how many beauties remain undiscovered in countries that expect a new round of expansion, they say in Brussels. Even among the current members, there are those who are not enthusiastic about the idea of expansion, and it can be assumed that in those countries the representation will be more extensive.
"We do not promote a different image, we present information and other facts. We want to oppose prejudices, educate citizens about future members. Of course, in Slovenia, Hungary or Slovakia, you don't have to have a broad campaign, simply because they know the Balkans very well. They go on holidays there, they are neighbors, there is cooperation between businessmen and artists. You don't have to inform them what kind of country Croatia or Serbia is like. There are traditional connections. What must be done is to undo the prejudices, to fill the gaps that exist in the knowledge of a certain environment. Our campaign will be aimed at countries that, according to public surveys, are either skeptical or against the expansion to the Western Balkans, simply because they do not have enough information. After all, how many times have we been able to read in the local Belgian press what is actually happening in Macedonia or Iceland. Therefore, we will use the Eurobarometer survey, which clearly shows in which member states there is no great enthusiasm for enlargement. Among them are Germany, but also the Netherlands, France, Belgium, the Czech Republic, in a way. It is actually about 12 or 13 member states, where, according to the survey of the public, we saw that there is not enough information," says Stano.
Fear of lack of information
How to get rid of prejudices about the Balkans in the EU, where the Balkans are often seen as Roma from Kusturica's movies, cigarette smugglers, criminals, whether such stereotypes have been overcome, we asked the spokesperson of the Commissioner for Enlargement.
"Associations with the Balkans are often not positive. Think about it right away - corruption and organized crime, which is not entirely incorrect, but in the negotiation process, we set the requirements that the new members must face these problems and eradicate them. Corruption is a bad legacy of the past and the political system. There was also a war in the Balkans, and it was an environment in which illegal activities 'flourished'.
In the accession process, we clearly said that all this must be put to an end, and that process is ongoing. Unfortunately, there is little information about these positive changes in the Western European press, so if an article does appear, it is usually about the negative aspects, crime and the mafia.
However, if Western European citizens go to the Balkans, they will easily see a completely different face of each state and nation, so they will be able to face their own prejudices and very likely return with different understandings. However, I want to emphasize once again that we do not hide the fact that there are problems in these countries, but the enlargement process is there to help these countries get rid of bad and negative things".
Peter Stano emphasizes that it still takes a certain amount of time to change the view of new members within the Union and recalls the accession of Central and Eastern European countries in 2004.
"Even today there is fear and concern among the so-called old members, often due to the lack of information. It takes time for the public to understand that there is no basis for concern, that the fear is not real and that there is no reason to oppose the arrival of people from Poland, Slovakia, tomorrow from Croatia, or, finally, from Serbia, or one day, perhaps, from Kosovo. I cannot say that there are dramatic changes in the public's perception or attitude towards the Western Balkans. It is a process, and the task of the European Commission is to provide citizens with as much information as possible so that they can form their own opinion based on it," Stano points out.
They will probably be helped in this by the promotional actions of Brussels, for which six million euros are allocated this year alone, and which represent the "hidden treasure" of the future members of the European Union.
Gallery
Bonus video:
