Understanding EU External Perceptions: Theorising Local ‘Cultural Filters’ in the Normative Power Approach (casestudy of textbooks)

This article argues that one way to advance the ‘Normative Power Europe’ (NPE) discourse is to shift the analytical focus to the ‘locals’ – or ‘norm-receivers’ – rather than to ‘norm-senders/makers’. The analysis examines the range of locals’ reactions – from learning to adaptation or rejection of norms – and explains the factors behind those reactions. Building on Ian Mannersʼ claim that normative power is informed by ‘cultural filters’ which affect the impact of international norms and political learning in non-European Union (EU) countries, the article advances the concept of ‘external recognition’. It considers one type of local cultural filters -- images and perceptions of the EU as a normative power. Deepening and enriching the ‘Normative Power Europe’ Approach (NPA) by theorising ‘cultural filters’ of external perceptions, this article undertakes a comparative study of Europe’s normative images in high school textbooks in Israel and New Zealand.