Communicating Democracy

Table of Contents

1. | Introduction

2. | Theoretical Background

2.1 | The EU and its Crises

2.2 | Skills shortage and the EYS2023

2.3 | Migration as a chance

2.4 | Communication approaches

2.5 | Research questions

3. | Methodology of the research

3.1 | Research design

3.2 | Interview guide and process

3.3 | Sample group

3.4 | Transcription formalia

3.5 | Interview evaluation

3.6 | Quality insurance

4. | Data analysis

4.1 | Motives

4.2 | Needs

4.3 | Image of the European Union

4.4 | Visual Language of Migration

5. | Discussion and results of the findings

5.1 | Demographic Data and Locality

5.2 | Motives and Needs

5.3 | Visual Language

5.4 | Communication Approach

5.4.1 | Explore Your Way in Europe

5.4.2 | Study in the European Union & Paths in Europe

5.4.3 | Protected by the European Union & Just Arrived in Europe?

5.4.4 | Stronger Together

5.4.5 | 2 Passports - Your EU!

5.5 | Communication Channels

5.6 | Evaluation and Budget

6. | Recommendations for further Research

7. | Conclusion

Research Goals & Themes

This master's thesis explores communication strategies designed to better reach and integrate young persons (aged 15–25) with a migratory background into European society. The research aims to understand the specific motives and needs of this group, particularly regarding their potential role in addressing the European Union's ongoing skills shortage crisis, and aims to translate these insights into effective, human-centric communication concepts for the "European Year of Skills 2023" and beyond.

• Exploring motives for migration among young individuals with a migratory background.
• Mapping individual needs using the 13 fundamental psychological needs model.
• Analysing the role of visual communication in addressing complex life realities.
• Identifying communication barriers and opportunities for European institutions.
• Developing tailored, empathetic communication campaign concepts to combat skills shortage.

Excerpt from the publication

Summary of Chapters

1. | Introduction: Introduces the European Union's current state of "polycrisis" and outlines the research gap regarding communication strategies targeting persons with a migratory background to mitigate the skills shortage.

2. | Theoretical Background: Provides the foundation by discussing the various crises affecting the EU, the significance of the 2023 European Year of Skills, and psychological frameworks for understanding human needs and communication.

3. | Methodology of the research: Explains the qualitative research design, detailing the interview process with 15–25-year-olds in Hamburg, data transcription, and the usage of content analysis.

4. | Data analysis: Presents the findings from the interviews, categorizing migration motives and personal needs, and provides a visual analysis of how participants represent their needs through drawings.

5. | Discussion and results of the findings: Synthesizes the findings to propose concrete communication campaign concepts, visual language approaches, and channel recommendations tailored to the specific needs of the target demographic.

6. | Recommendations for further Research: Identifies limitations of the current study, highlighting suggestions for future quantitative research or more diverse study samples to refine the communicative approach.

7. | Conclusion: Summarizes the thesis’ core message, emphasizing that despite the challenges of the polycrisis, adopting a new perspective can foster an optimistic and constructive approach to strengthening the European Union.

Keywords

Communication Strategy, European Union, Skills Shortage, Migration, Crises, Polycrisis, Qualitative Research, Youth Integration, Human-Centered Design, Psychological Needs, Visual Language, European Year of Skills, Labor Market, Empowerment, Social Integration.

Frequently Asked Questions

What is the core focus of this research paper?

The paper focuses on developing communication concepts that bridge the gap between European institutional goals—specifically combating the skills shortage—and the actual life realities, motives, and needs of young persons with a migratory background.

What are the central thematic fields of the work?

The work integrates political analysis of the EU’s "polycrisis," sociological research on migration motives, psychological models of human needs (Desmet/Fokkinga), and practical marketing/communication design principles.

What is the primary research question?

The main question asks: What are the needs of young persons with a migratory background, and how can they be effectively addressed within communication concepts to help fight the skills shortage during the European Year of Skills 2023?

Which scientific methods were applied in this study?

The author utilized a qualitative, explorative approach, conducting in-depth interviews with eight young individuals living in Hamburg, using content analysis and creative tasks (e.g., visual mapping of needs) to gather primary data.

What does the main body of the work address?

The main body reviews the EU's crisis landscape, categorizes the findings from participant interviews, analyzes visual symbolic representations of needs, and applies these insights to create five concrete, illustrative communication campaign concepts.

Which main keywords define this research?

Key terms include Communication Strategy, European Union, Skills Shortage, Migration, Polycrisis, Youth Integration, and Human-Centered Design.

Did the study differentiate between types of migration?

Yes, the thesis distinctly differentiates between young people who migrated of their own accord and those with experiences of flight (refugees), noting that their needs, perspectives, and reactions to communication content differ significantly.

Why is "Visual Language" important in this thesis?

The research discovered that participants often faced moments of speechlessness when discussing traumatic flight experiences, making visual expression an essential alternative channel to understand and communicate their needs effectively.

How does the author propose to use the identified findings?

The author suggests that communication departments of the European Commission and other educational institutions should move away from generic messaging and instead adopt locally-sensitive, human-centric campaigns that recognize specific, clustered needs identified in the study.