participants attending the
Pulse of Europe rally in
Cologne,
Germany (2017) The
European institutions made several concrete attempts to reinforce two things: identity contents (what is Europe in people's minds?) and identity formation (what makes people feel European?). The
.eu domain name extension was introduced in 2005 as a new symbol of the European Union identity on the World Wide Web. The .eu domain's introduction campaign specifically uses the tagline
"Your European Identity". Registrants must be located within the European Union. On the cultural plan, the European Union began a policy in the 70s with the
directive "Television without Frontiers", which allowed free trade of TV programs and guaranteed more than half of the air time to European operas. The culture programme finances other cultural activities in order to strengthen the European common identity. The European Union also bet on
symbols: the
flag, the
anthem ("
Ode to Joy" from the final
movement of
Beethoven's 9th Symphony), the motto "
In varietate concordia", the two
Europe days. Great cultural unifying events are organised, such as the
European heritage days, or the election of the
Capital of Culture. The youth mobility has been encouraged since the launching of the
Erasmus programme in 1987, which has permitted students to go to 33 European countries. The challenge of communication, to make the European project more understandable to the 500 million citizens, in 24 languages, has also been addressed: in 2004, the first Vice-President of the Commission has the
Communication Strategy portfolio. The common values are reasserted through the judicial action of the
European Court of Human Rights. Linked to this, the European Union funds many surveys (such as
Eurobarometer) and scientific studies, to improve its identity-building policies. A collection of such studies is for example
The development of European Identity/Identities : Unfinished Business Aspects of an emerging "European identity" in popular culture may be seen in the introduction of "pan-European" competitions such as the
Eurovision Song Contest (since 1956), the
UEFA European Championship (since 1958) or, more recently, the
European Games (2015). In these competitions, it is still teams or representatives of the individual nations of Europe that are competing against one another, but a "European identity" many argued to arise from the definition the "European" participants (often loosely defined, e.g. including Morocco, Israel and Australia in the case of the Eurovision Song Contest), and the emergence of "cultural rites" associated with these events. In the 1990s and 2000s, participation in the Eurovision Song Contest was to some extent perceived as a politically significant confirmation of nationhood and of "belonging to Europe" by the then-recently independent nations of Eastern Europe. Pan-European events not organised along national lines include the
European Film Awards, presented annually since 1988 by the
European Film Academy to recognize excellence in European cinematic achievements. The awards are given in over ten categories, of which the most important is the Film of the year. They are restricted to
European cinema and European producers, directors, and actors. The
Ryder Cup golf competition is a biennial event, originally between a British and an American team, but since 1979 admitting continental European players to form a "Team Europe". The
flag of Europe was used to represent "Team Europe" since 1991, but reportedly most European participants preferred to use their own national flags. There have also been attempts to
use popular culture for the propagation of "identification with the EU" on the behalf of the EU itself. These attempts have proven controversial. In 1997, the European Commission distributed a comic strip titled
The Raspberry Ice Cream War, aimed at children in schools. The EU office in London declined to distribute this in the UK, due to an expected unsympathetic reception for such views.
Captain Euro, a cartoon character superhero mascot of Europe, was developed in the 1990s by branding strategist
Nicolas De Santis to support the launch of the
Euro currency. In 2014, London branding think tank, Gold Mercury International, launched the
Brand EU Centre, with the purpose of solving Europe's identity crisis and creating a strong brand of Europe. In 2005, the
Institut Aspen France proposed the creation of a European Olympic Team, which would break with the existing organisation through
National Olympic Committees. In 2007,
European Commission President
Romano Prodi suggested that EU teams should carry the European flag, alongside the national flag, at the
2008 Summer Olympics – a proposal which angered
eurosceptics. According to Eurobarometer surveys, only 5% of respondents think that a European Olympic team would make them feel more of a 'European citizen'. ==Perception==