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In its recent White Paper on a European Communication Policy, the European Commission has promised a “fundamentally new approach”. The policy is meant to narrow the communication gap looming between the European Union and its citizens and ultimately to map a way towards the development of a European public sphere. The purpose of this Policy Brief is to critically evaluate the proposals emanating from the White Paper and to advance several suggestions aimed at helping the current initiative to have a more tangible and long-term effect than its many predecessors.