Research output: Contribution to journal › Article › peer-review
Original language | English |
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Pages (from-to) | 929-944 |
Number of pages | 16 |
Journal | JOURNAL OF COMMON MARKET STUDIES |
Volume | 59 |
Issue number | 4 |
Early online date | 4 Feb 2021 |
DOIs | |
E-pub ahead of print | 4 Feb 2021 |
Published | Jul 2021 |
Additional links |
This article offers a historical assessment of the ‘Europe Open for Business’ campaign, launched in 1988 by Margaret Thatcher's Conservative government and related to the programme to complete the single market. The campaign, which greatly increased business awareness of the 1992 programme, was a unique propaganda exercise that emphasized the importance that the Conservatives attached to the single market. However, the campaign was undermined by Thatcher's September 1988 Bruges speech. Using contemporary public opinion data related to the single market, the article also argues that it was limited by the decision to target solely a business, rather than a public, audience. Through its assessment of the Europe Open for Business campaign, the article thus contributes to four areas of inquiry: British government propaganda over European integration; Conservative Party European policy; the growing literature on the Bruges speech; and broader debates on the role of publics in the European integration process.
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