The object of the thesis is communication challenges that appear in European identity formation process in the context of European Union education policy. The work focuses on the defining factors of European identity formation and the role of communication in this process.

The topicality of the subject was determined by EU integration, which has formed a different notion of European identity. The European identity subject has gained political undertone and became the objective of various EU policies. Education is considered to be an important factor in EU integration and European identity formation since the Treaty of European Union (the Treaty of Maastricht) was signed in 1992. The subject is relevant to communication specialists because identity formation in the context of educational policy depends on communication, carried out by EU institutions that make and implement education policy.

The aim of the Master thesis is to identify communication challenges that are faced in the formation of European identity in the context of EU education policy, by analyzing the case study of three Baltic States.

The research part of the thesis consists of a case study of three Baltic States – Lithuania, Latvia and Estonia. The communication challenges in European identity formation were identified by analyzing European Commission (EC)-funded education exchange programmes that promote good practice exchange through mobility. There were carried out four semi-structured qualitative interviews with communication specialists from national agencies that administer EC education exchange programmes in Lithuania, Latvia and Estonia and with the representative of European Commission delegation in Lithuania.

The findings of the thesis reveal European identity formation to be ideologically important phenomenon in the EU; however, its existence is fragile and heterogeneous. The efforts in European identity formation are apparent in all EU policies. It can be argued, that communication, implemented by the European Union and its institutions in both national and individual level is a prerequisite for the formation of European identity and is vital to its weight. The research showed that the strategic goal of EU communication policy is to reduce the exclusion between Europe and its citizens and is incorporated in every communication activity of the EU policies. The research revealed that, during the process of European identity formation in the context of EC education exchange programmes, the communication challenges that are faced are characteristic to those in general EU communication policy

Raktažodžiai: communication, EU education policy, European identity