EU institutions are courting content creators, but what are the risks of flirting with the attention economy?
It’s hard for anyone to ignore social media influencers these days – including EU institutions.
Since July, the European Council has opened its doors to content creators under a one-year pilot scheme granting influencers limited access to summits and ministerial meetings.
The move – which has raised eyebrows among EU journalists – points to a gradual blurring of the line between how Brussels treats journalists and content creators.
It is a distinctly different model from journalism, where editorial operations are typically separated from commercial teams and reporters are expected to focus on the readers’ interests rather than pursue a commercial agenda.
