Communicating Europe. The evolution of rhetorical practices in European Union discourse

The failure to ratify the European Constitution in France and the Netherlands in 2005 marked a significant democratic crisis for the EU. In response, the EU recognized the need to address its democratic deficit by focusing on communication policy to connect with citizens and combat alienation from Brussels. In line with this perspective, EU institutions shifted from institutional language to more accessible forms to improve their public identity. This study examines both verbal and visual semiotics, exploring how comunicative practices have been displaced by strategic action, ultimately reflecting a rationality rooted in purely instrumental goals.