The EU Seen from Brazil: Images and Perceptions

Abstract

This chapter analyzes how the EU is perceived in Brazil and the ways in which these perceptions might affect EU–Brazil relations. First, we locate ourselves within the literature on EU public diplomacy and strategic narratives. We then briefly summarize EU–Brazil relations in the last decades before presenting the empirical results on EU images and perceptions. Our chapter describes EU perceptions and compares them to Brazilian views on other international actors, including states and international organizations. Informed by insights into existing perceptions, the chapter assesses how the EU’s 2016 Global Strategy is likely to be received in Brazil. Our main finding is that the EU’s attempts to project itself as a normative actor is sometimes seen in Brazil as perpetuating hierarchical Euro-centric relations. This can potentially harm prospects for cooperation between Brazil and the EU, as the bloc is perceived as arrogant and unable to treat Brazil as an equal partner.