Broadcasting European elections

Television presentation of the 1984 European parliamentary elections is described and compared with equivalent features of the broadcast campaigns of 1979. Arrangements for party broadcasting were broadly similar almost everywhere. But news value judgements were applied more strictly to news bulletin and current affairs provision, typically resulting in reduced attention. Domestic appeals played a greater part in many parties' campaigns this time (in contrast to arguments over European issues). And impressions of weak audience interest were often a focus of comment. The problems of mounting a more satisfying European campaign in the future may depend, however, not on exhorting journalists and politicians to do better, but on a strengthening of the European Parliament in the power structure of the European Community.