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The Great European Bake-Off: if the EU wants closer integration, how about using pop culture?

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yesterday

It was both enjoyable and strange to see the EU enlargement commissioner, Marta Kos, present the news on Moldovan TV a couple of months ago. For one thing, she is Slovenian – and she is also a diplomat, not a news anchor. But there she was, announcing that Moldova had made more progress in the last three years than it had in the previous 30, and that negotiations for our country to join the European Union would open soon.

It was equally surprising to spot Kos in the Instagram stories of leading Moldovan influencer siblings Emilian and Nina Crețu at the end of August – she had invited them to her house in Brussels for a Moldovan pie-making workshop. Kos even brought together the two heads of Moldova’s biggest Orthodox churches for a meeting, in spite of their mutual animosity. This is not the way we are used to EU officials communicating.

The departure from stiff, technocratic speeches is part of EU efforts to involve civil society and the public in the EU’s next enlargement process – a difference from the last phase of expansion, from 2004 to 2013, where only the political elites were involved. If the EU is to create a more harmonious kind of European integration, it needs to meet its citizens........

© The Guardian