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Bonjour leuro! An agenda-setting study of attitudes towards the new currency in France
Unformatted Document Text:  Bonjour à l’euro! 3 Bonjour à l’euro! An agenda-setting study of attitudes towards the new currency in France Introduction Euro, the single currency in twelve countries of the European Union (EU), started circulating as notes and coins among some 302 millions people on January 1 st , 2002. 2 The introduction of a new unique currency provides an excellent opportunity to examine news framing and the second level of agenda setting at a mainstream newspaper in the country that is the initiator of the new European currency. Second-level agenda setting effects of newspapers are interesting to study since the object of the study 3 – the euro – is of high involvement to the public and also of high importance to the EU governing bodies. The way the public perceives the implications of this introduction is the key to the success of the EU. “… the smoothness or otherwise of the transition to the euro will deeply affect the way ordinary people think about the EU. The disappearance of historic currencies such as the German mark and the French franc may be the single most tangible act of European integration since the Second World War. If all goes well, the euro will do a lot to promote the creation of a genuine pan-European consciousness among those in the euro-zone.” 4 Therefore, it is crucial to know whether mainstream media’s framing of the euro reflects the public opinion poll results. Are these results driven by the mass media? The euro is the object of this second-level agenda setting study and the perceived advantages and disadvantages of the euro are the attributes 5 through which second-level agenda setting can be observed.

Authors: Micu, Anca Cristina. and Geana, Mugur.
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background image
Bonjour à l’euro!
3
Bonjour à l’euro! An agenda-setting study of attitudes
towards the new currency in France

Introduction
Euro, the single currency in twelve countries of the European Union (EU), started
circulating as notes and coins among some 302 millions people on January 1
st
, 2002.
2
The
introduction of a new unique currency provides an excellent opportunity to examine news
framing and the second level of agenda setting at a mainstream newspaper in the country
that is the initiator of the new European currency.
Second-level agenda setting effects of newspapers are interesting to study since
the object of the study
3
– the euro – is of high involvement to the public and also of high
importance to the EU governing bodies. The way the public perceives the implications of
this introduction is the key to the success of the EU.
“… the smoothness or otherwise of the transition to the euro will deeply
affect the way ordinary people think about the EU. The disappearance of
historic currencies such as the German mark and the French franc may be
the single most tangible act of European integration since the Second World
War. If all goes well, the euro will do a lot to promote the creation of a
genuine pan-European consciousness among those in the euro-zone.”
4
Therefore, it is crucial to know whether mainstream media’s framing of the euro
reflects the public opinion poll results. Are these results driven by the mass media? The
euro is the object of this second-level agenda setting study and the perceived advantages
and disadvantages of the euro are the attributes
5
through which second-level agenda
setting can be observed.


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