The European identity construction through football
The article focuses on EU-Football diplomacy, defined both as positive impact of football on European society integration and as discursive handling by the EU of football’s popularity. Presented as a combination of ordinary, classic and extra-ordinary, new discourses, the EU-strategy appears to perfectly fit into the surrounding festive atmosphere. The analyzed campaign relies basically on self-designation (“I am Europe”) and promotes an interactive model and European political socialization through learning.
Keywords: communication, identity, football, globalisation
