CREATIVE EUROPE PROGRAM AS THE “SOFT POWER” OF EUROPEAN INTEGRATION

Karpchuk N. та Yuskiv B. та Pelekh O. (2025) CREATIVE EUROPE PROGRAM AS THE “SOFT POWER” OF EUROPEAN INTEGRATION. Mediaforum : Analytics, Forecasts, Information Management, 2025. с. 100-115. ISSN 3083-6808

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Анотація

The EU's soft power is not only a factor of the Community’s attraction but also a driver of change in the candidate countries. Culture remains one of the most “visible” and influential components of soft power. Culture and cultural heritage, reflecting cultural diversity and a shared history, are the cement that shapes and contributes to a common European sense of belonging; to the EU's social cohesion and democratic values, as well as to the sustainability, attractiveness and viability of its economy. Through the Creative Europe program, the European Commission invests in culture in the candidate countries as it is convinced that culture contributes to EU integration. Investment in culture is seen as a means of showing the candidate country that it is culturally part of Europe and deserves a role in the joint construction of European culture and identity. The European Commission’s strategies, i.e., introducing new forms of multi-level governance, channelling investment into culture, and creating European partnerships in the distribution of funding, contribute to “governance through culture”. By joining the Creative Europe program in 2016 and receiving candidate country status in 2022, Ukraine enhanced the international visibility of Ukrainian culture, which is an important factor in shaping the country’s positive image on the international stage. Ukraine’s participation in Creative Europe also contributes to the formation of a common cultural narrative based on mutual respect, dialogue and solidarity – the principles that underpin European identity. The program also stimulates the development of creative industries, which has a positive impact on the economy, employment and social cohesion as it helps Ukrainian organizations adapt to European standards, increases their competitiveness and promotes the sustainable development of the cultural sector.

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