(I wrote this quickly and tiredly, forgive me any errors or typos)
Quite a few good things have been said. Some concrete, some sadly ambiguous and we have to see what may come from it. However, I focus more on form rather than content. I’m just not awake enough for anything else right now.
Ursula von der Leyen is not the most charismatic speaker, and that’s fine. She speaks clearly and, mostly, calmly and it’s not difficult to follow her. But she doesn’t rouse the crowd or the viewer and the words, rather than the tone, need to do the work. There’s a lot to improve and I would urge her team to look into this.
One sentence early on that stood out to me: “We have done a lot”. It doesn’t flow. Change it for example with “Look at what we have done!” makes it a moment.
Early on she also spoke about gold plating – how many people know what this is? (It’s when member states build upon EU legislation rather than adopting it as is, causing wildly different standards across the EU which makes it unnecessarily complicated to do things across borders). They have aggressively promoted the SOTEU, but if you want the people to be part of this you need to use language people understand.
There were announcements on quite a few plans, but in most cases ‘we will present it in some time’. Even if all the details aren’t there yet, give some content. A little more about where we’re heading would be a good thing. This is just vague and feels dead on (pre-)arrival.
Next came the blunt acceptance of what the tech bros have been saying about AI in recent days. While it bothered me it was just accepted as truth the larger issue here is that there will be plenty of people who do not know what she’s talking about.
She mentioned a few times that in Europe people come first and connected it directly to European values. The people aren’t feeling it. She needs to give examples to prove her point.
The speech was primarily in English but there was a sudden switch to German and later French as well. This is Europe, we speak many languages. I love that and love that she code-switches. However – people weren’t prepared and may not have had interpreter services switched on, ultimately causing them to miss a part of the speech. Had this been announced beforehand people could have anticipated (at least on online streams). The first interpreter gave an accurate translation, but it was as dry as could be. Perhaps find someone who can keep the flow going.
This, by the way, is one of the coolest things of the EU – the way we handle so many languages and the large incredible team of interpreters. This could be a way to highlight this but I fear it failed.
Personally I am not a fan of special guests. I feel it disrupts things too much but I also always feel highlighting a few people because they caught the spotlight also means ignoring all those equally worthy but who received less attention. It also feels very US American. I recognise not many share this point of view though and that people seek someone to rally around. It’s not an objection really, more a personal preference but I am probably the minority here.
Some other notes I actually wrote before the SOTEU:
This room, the Strasbourg hemisphere, just isn’t the right space for this. The way it’s laid out keeps people too far apart and even if the room is filled (considerably more so than last year) it does not feel alive. There’s no ‘we’re here together, as Europeans’, at least visually.
I would argue taking it to a different venue can do a world of good here. It could also offer more seats.
Get the national leaders to attend (perhaps move the whole affair to Brussels and do it the day before or after when the European Council meets – they’re already in town). This is our European moment and it needs to show unity, a signal that we are all in this together.
Some of the Commissioners were in the room but they should all be there.
Invite the leaders of candidate countries. Involve them.
Some more evocative language wouldn’t hurt. We need to rally around the Twelve Stars.
Here’s a big one: Change the bloody time.
09:00 CET is insanity. You want people to watch? Maybe not do it when everyone is just getting their day started and busy with a thousand other things ( or barely awake, like me).
19:00 CET seems a nice time, across the EU that’s between 18:00 and 20:00 – neither too early nor too late. With future expansion the latest will be 21:00.
And change the name. Call it whatever but not a copy of the US. Be European and proudly so.
Encourage traditional media across the continent to make mention of it, before and afterwards. Don’t tell them how to report about it, just ask them to help it become known. People don’t know it’s happening, no matter how much on socials.
@European Commission #SOTEU #EU #EuropeanUnion