Analysis Of European Commission Sponsored Information...

The authors conducted both a qualitative and content analysis of European Commission sponsored information pamphlets and campaigns aimed at general European audiences. The results reveal a consistent neo-liberal message. Interestingly, the authors found the origin of this message in an ovular report by Évelyne Sullerot in 1970 on the dangers of women staying out of the labor market. The Sullerot report determined that women’s entry into the workforce was necessary for the economic growth of the European Union as a way to create a competitive economy, growth overall, and to combat an aging population and a dwindling labor supply. This message is echoed throughout the next thirty years of the EU s informational campaign aimed at society in general and women in particular. Furthermore, in the EU’s promotional materials exhorting women to work, there is no pretense that the push for equality is for women’s benefit. Instead, the materials explain that equal ity is a pre-condition for economic growth. Additionally, social welfare policy is not to benefit society or even the ill and infirmed, but to allow women entry into the work force. By the same token, the emphasis on work/life balance and encouraging men to do an increased share of housework is framed as a way to get women out of the house and into the work force. The section begins with an overview of the research approach, and a discussion of the Sullerot report followed by analyses of the subsequent EU informationShow MoreRelatedEffect of Advertisement11164 Words   |  45 Pagesincreased the potentialities of advertising. By Shakespeare’s times, posters had made their appearance, and assumed the function of fostering demand for existing products. Another important event was the emergence of the pamphlet as an advertising medium. 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