Risks of gender communication strategies in the Public Sector. The European Union perspective

This article explores the risks of gender-sensitive communication in the public sector, with a focus on the European Union (EU) that adopted significant gender and inclusive community policies (e.g. the recent Gender Equality Strategy 2020-2025). The analysis is framed within a broader theoretical context, where public communication is understood as a strategic tool for strengthening democratic systems, fostering trust, and promoting social inclusion in an increasingly fragmented digital society. Theoretical perspectives on institutional public sector communication, inclusivity, intersectionality, and media polarization are considered to highlight the tensions between normative policy ambitions and the contested, often politicized, nature of gender public discourse in Europe.Against this background, the study aims to understand what kinds of European communication campaigns on gender issues are conducted, how they are disseminated across different platforms, and which risks emerge from the management of media and channels. Additionally, it seeks to examine how gender-related themes are framed and represented, and what risks may arise in terms of inclusivity and effectiveness.To achieve these objectives, the study considers four selected EU communication campaigns launched between 2020 and 2024. A qualitative approach is adopted, drawing on media content analysis and critical interpretation of campaign narratives. The findings, briefly outlined, point to structural, socio-cultural, and political risks that limit the transformative potential of EU gender-sensitive communication.