Creating loyalty: Communication practices in the European and Inter-American human rights regimes

Abstract

Abstract This article investigates how the European and Inter-American human rights regimes have developed communication practices to create loyalty. It argues that communication departments exercise essential functions, in particular by creating diffuse support for international courts. By relying on theoretical analyses developed by Albert O. Hirschman and David Easton, it identifies how international courts can create loyalty through, first, fostering awareness about the existence of the court among the general public, and, second, the establishment of supportive communities around the court through shared practices. By drawing on semi-structured interviews, the comparative analysis of the European and Inter-American human rights regime illustrates both the professionalization of communication actors and the evolution of specific communication strategies in times of backlash. The empirical insights derived from semi-structured interviews with communication officials highlight how they have succeeded in expanding their audiences, but struggle with activating communities of practice. Ultimately, the rise of visual media formats and story-telling narratives might be the most promising tool to portray a more positive and engaging image of the institution.