A slow-motion “crisis of legitimacy” is engulfing the EU project, with peak levels of scepticism across much of the continent, record low turnouts at last year’s European Parliament elections and referendums on the constitution to be won in ten countries — and against seemingly impossible odds in Britain’s case.

“This is the paradox of our times,” said the Swedish former journalist, TV mogul and government minister who is the new Vice-President of the European Commission — and author of the book Why is it so Difficult to Love the EU?

“So many of our neighbouring countries are looking to the EU for leadership, for support and also for membership, as our own citizens are more and more sceptical. This is the real challenge,” she declares, in her Ikea-furnished office in the Commission’s newly refurbished Berlaymont headquarters.

That paradox was underlined by the EU’s controversial decision last week to begin entry talks with Turkey, which would make a semi-developed Islamic state largely in Asia the union’s largest member.

Turkish membership is strongly opposed in many EU states, including France, Germany, Austria and Denmark, and critics regard it as the ultimate example of self-serving European political elites conspiring against their people. But Ms Wallström insists that EU leaders must lead public opinion, not follow it.

“Leadership is not about following the mob sometimes. We have to describe why this is an important project. That has not been done sufficiently. We have to deal with the prejudice, the fears and the real differences,” she says. “The worst of all is if we have to base decisions on fear and ignorance. That is the most dangerous situation.” She says that the aim is not to reform the way that the EU operates but to ensure that policies are actually implemented and presented better.

Downing Street-style news management techniques are being brought in to improve the timing and presentation of policy announcements. A committee of European commissioners is being set up to coordinate communication. A handbook will encourage Eurocrats to think about selling policies and Peter Mandelson, Britain’s commissioner, is expected to lend his expertise.

“It’s not spin,” she says. “We have to put ears on the EU. We have to consult better, listen better. We need to answer basic questions — why are we doing this? But it is deeper than that — you will never be able to sell what is unsellable.”

Arguments previously used to sell the EU to its citizens — such that it is a peace project to heal the divisions of the Second World War — no longer work, so more emphasis is to be placed on showing its benefits.

“We are very bad at describing what we do, and the benefits of membership — from animal welfare, to health, to the environment, passenger rights, or open borders. These are concrete examples and we have not even been able to describe that to citizens,” said Ms Wallström, Environment Commissioner for the past five years.

She also says that the EU needs to forge a greater sense of European identity. “The whole issue of cultural identity . . . has been very much neglected. It has not helped to create a European identity.”

When asked how one forges a common identity between Swedes and Turks — with different religion, culture, history, race and geography — she replies: “[The EU] is not a religious community. It is not a cultural community; it is based on the values we share.” With referendums on the constitution looming in at least ten member states, Ms Wallström says the Commission has a right to be involved in the debates, but that it would provide information rather than propaganda.

“We have to ensure there is an informed debate, also in the UK. We have produced videos and background material,” she says. But contrary to claims, Ms Wallström says that Britain will not have to leave the EU if it votes no: “Nothing follows automatically that they will have to leave the EU. There is no automatic exclusion.”

Britain has long been ambi-valent about its membership, given its victory in the Second World War, its proud independence, and its special relationships with the US and the Commonwealth. Asked if she thinks Britain can ever be made to love the EU, Ms Wallström replies optimistically: “Everything is possible — but it will require leadership.”

Explore World News

• World Agenda

• Iraq News

• US & Americas News

• Europe News

• Middle East News

• Afghanistan News

• Asia News

• Africa News

• Ireland News

Times Recommends

• Violent video games won’t corrupt
• Pope Benedict XVI: Alma Mater
• Chávez should know what’s good for him