THE ROLE OF THE SOCIAL POLICY IN CREATING THE IMAGE OF THE REGION (THE CIVIL SOCIETY)

Katedra Ekonomii i Gospodarowania Środowiskiem Uniwersytet Ekonomiczny

Wrocław , Poland

THE ROLE OF THE SOCIAL POLICY IN CREATING THE IMAGE OF THE REGION

(THE CIVIL SOCIETY)

Abstract

The development of particular regions located in the EU member states is intended to establish a strong unified territory that would be co-inhabited by different communities. On the other hand, the harmonious growth of the entire EU is guaranteed by the realization of the regional cohesion policy concerning member states and their regions. Therefore regional pol- icy became a specific area of the EU accession negotiations with Poland.

The level of structural fund absorption in Polish regions has become a focus of atten- tion too. Poland’s aim to participate in the realization of common regional policy required adjusting Polish economy, social and local policies to meet the EU standards during the pre- accession period. Polish local governments have been obliged to become aware of and adopt a strategic approach to their administrative function and the ability to influence local economies actively. There has been, however, a great diversity in progress that Polish local governments have made in this field, both on a national and regional scale.

Due to the Poland’s accession to the European Union the regional economic growth has become a planned and predictable process that is implemented by local governments, civil communities, and private and public sectors through cohesive action, development strategy for every area, and many different programmes and initiatives.

Key words: image of the region, social policy, regional policy, public life, civil society Introduction

One of the most fundamental challenges lying ahead of the new Europe undergoing the process of unification is to embrace the concept of civil society with a view to European integration. Civil society organizations are considered to be the perfect foundation for the development of modern democracy. Not only do these organizations strengthen and fulfill the citizens’ right to participate in public life, but they also facilitate adequate social action and self actualization in all areas of life.

We are witnessing a process Europe has never undergone before in its entire history, i.e., the process of the expansion of European integration. It implies great facilitation with regard to the functioning of a Unified European Market that helps to increase the free move- ment of capital, goods, labour and people, as well as creates new challenges to the social sphere.

The significance of this particular sphere cannot be overrated, as it is extremely sensi- tive to all sorts of changes and transformations in lives of individuals and entire societies liv- ing in different regions of Europe. The idea of civil society can be related not only to the de- mocratization growth observed in the social arena, but it also assumes the process of transfer- ring some of state prerogatives to the society.

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People have quite early realized the importance of social institutions with respect to the opportunity to express their interests, particularly in the area they stay most often, i.e., their regions; it is they who constitute the fundamental entity in such an area and it is they who should make decisions that have direct influence on their lives. Social organizations rep- resenting their members’ interests, as well as entire social groups, together with governmental institutions have the power to facilitate a more active citizenry with respect to the matters they consider relevant to their cases.

This is particularly significant as far as the vision of a unified Europe and improve- ment of a region’s image as a recognized element of Common Europe are concerned. The relationship between civil society issues and the improvement of a region’s image sprouts directly from the lives of individuals and social groups that should be allowed social justice.

(Malendowski, 1998)

The development of particular regions located in the EU member states is intended to establish a strong unified territory that would be co-inhabited by different communities. On the other hand, the harmonious growth of the entire EU is guaranteed by the realization of the regional cohesion policy concerning member states and their regions. Therefore regional pol- icy became a specific area of the EU accession negotiations with Poland. The level of struc- tural fund absorption in Polish regions has become a focus of attention too. Poland’s aim to participate in the realization of common regional policy required adjusting Polish economy, social and local policies to meet the EU standards during the pre-accession period.

Polish local governments have been obliged to become aware of and adopt a strategic approach to their administrative function and the ability to influence local economies actively.

There has been, however, a great diversity in progress that Polish local governments have made in this field, both on a national and regional scale.

Due to the Poland’s accession to the European Union the regional economic growth has become a planned and predictable process that is implemented by local governments, civil communities, and private and public sectors through cohesive action, development strategy for every area, and many different programmes and initiatives.

There is a diversity of instruments that Polish local governments have at their disposal for influencing local economic structures, e.g., building a strategic plan for social and eco- nomic growth of a region, leveraging promotion of the region’s assets, or implementing local tax policies, i.e., adopting an adequate regional policy.

As it can be observed in practice, local governments and civil communities play a ma- jor role in effective functioning of spatial systems in specific regions. A regional policy real- ized by these entities can activate regional growth, providing that the policy is implemented wisely and sensibly, and local governments are able to collect funds for the implementation.

An accession to the European Union provides each country with a great opportunity, much as it creates a great challenge. Acceding countries need to adopt an acitve approach and implement regional programmes in order to trigger initiatives in the economic and social fields. The responsibility for this has been mainly given to representatives of districts, poviats, voivodships, and non-governmental organizations (representing the interests of the society) which should be prepared to co-operate as part of regional development and promotion teams, as well as create and implement long-term strategies for regional growth.

Local government bodies should be equipped with instruments for efficient utilization of aid funds coming from the EU. (Malendowski, 2000)

Creating and implementing long-term development and promotion strategies for regions pre- sents the following advantages:

1. inspiring social action

2. development of regional co-operation 3. raising aid funds

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4. creating new jobs

5. efficient local lobbying paves the way for investments, which translates into increased social trust in local government.

A positive region’s image is essential for its distinctive position on the market, which is tantamount to the desired effect of becoming competitive. The necessity to undertake com- plex measures aimed at creating a positive image is inherent in every region functioning within a state or even Europe as such. When establishing a competitive advantage of a region it needs to be taken into account what the features of its surrounding areas are. Recognizing other areas as competitors requires defining a regional self-identity.

A region that intends to develop a self-identity (mediated by a local government and consulted at a social level) should find its answers to the followig questions:

1. Who we are?

2. What do we do?

3. How do we do it?

4. What is our goal?

Creating an image of a region is a long-lasting process that requires considerable fi- nancial outlays and hard work. At the same time the image needs to be constantly improved and protected against competitors. Creation of a clear and distinctive image is a necessity though, as it attracts and encourages business people, investors, companies, as well as average citizens to stay and carry out business activity in the region, thus constituting a significant part of value added to the region.

Therefore it is crucial to leave an ‘unrecognizable territory’, which creating a distinc- tive image of a region should be the right vessel for. It needs to be mentioned at this point that a single distinctive feature is rarely enough for an adequate and appealing image; an attractive composition of assets is much more likely to prove its marketing value. (Olędzki, 2005)

The basic conditions that need to be fulfilled for a region to become competitive are the following:

- (economic) transport infrastructure of adequate quality and standard;

- hotel and gastronomic infrastructure of adequate quality and standard;

- security in the region;

- economic innovation in the region;

- friendly, hospitable and open-minded approach displayed by the local community.

All the areas above can undergo further development and improvement.

Current situation

In the light of the current situation in the Polish state and its regions the responsibility for fulfilling basic social needs, of which the need to work and the security need are the most important, lies within local governments. The majority of political forces in Poland cannot resist the temptation to satisfy the former by means of increasing staffing level in the adminis- trative sector, and the latter through stricter and stricter administrative control imposed on Polish citizens. This direction of development is most disputable.

On the contrary, the region’s development should be triggered by creating its attrac- tive image and favourable conditions for social action. What local governments should be most preoccupied with is increasing investment attractiveness of Poland’s voivodships, poviats and districts, as well as attracting investors. Should local governments act as investors themselves, the aim of an investment must absolutely be transparent for tax payers. Local governments should always follow a clearly defined plan.

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Therefore a complex strategy for regional development that would allow for eco- nomic, social, cultural and all the other factors conditioning living standards in the area should be created.

A transparent concept of the region’s development should be developed through con- stant revision and specification of regulations concerning strategies for regional development, i.e., the concept should be developed in accordance with up-to-date regulations governing development planning that allow for an active participation of a local community in the proc- ess. (Altkorn, 2002).

The actions aimed at improving a region’s image are as follows:

1. Integrated promotion of a region

The key to success is to convince a number of entities that a given region is a good place to live and invest in. Economy, culture, sport or tourism should not be treated here as separate areas of life led in the region.

Since the image of a region should be coherent, all these aspects should be taken into account. The promotion should be addressed at entities of different kinds and the role of a local government is to coordinate the promotion process. Having the power to distribute struc- tural funds, a voivodship government is able to give financial support to firms and companies taking part in fairs and trade missions. A crucial aspect of a promotional strategy is to organ- ize cultural events at both national and international levels in co-operation with non- governmental organizations.

A promotion of a local economy is thought to be yet another issue of great importance.

It should allow for an active co-operation of local governments, business people and local communities. Regional marketing should involve manifestation of a region’s full economic potential that would include its market, production and science capacities. A positive image of a region should entail a successful co-operation between the industrial sector and research and development centres, as well as a friendly environment for small and medium-sized enterprise sector. A promotion of a region and development of its positive image should also become a focus of the local media’s attention.

Therefore a system of co-operation should be developed for opinion-forming entities (such as media, economic entities, local governments, social organizations) dealing with re- gional marketing.

2. Improvement of innovation management

For many regions increase in innovation is a question of survival. Local authorities are granted the privilage to support development of science disciplines associated with modern technologies. Information, complete and reliable information especially, underlies success in every region.

This is the reason why fast information transfer between entities operating within a given economic area is believed to be one of the basic conditions for enhancing region’s competitiveness and innovation levels. An all-region economic information exchange system needs to be developed to become a foundation for initiating co-operation between economic entities carrying out their business activities in the region.

It is advisable to establish a web portal as a central source of information about eco- nomic law, health and safety regulations, taxes, accounting services, and data concerning companies operating in the region. Open to economic entities operating in the region and co- ordinated by supporting institutions or a local government, such a web portal could become a

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meeting place for business people, where co-operation conditions can be defined and a net- work of regional partnerships can be established.

3. Human capital development

Investment attractiveness of a region is determined, to a large extent, by its citizens’

qualifications and education. The influence local governments have on the quality of state universities is limited.

There is, however, a wide range of opportunities to improve the quality of state pri- mary and secondary schools, which, if adequate instruments are used, can become much more competitive. Motivating teachers through adequate bonuses on top of their salaries given by a local government is a necessity. Educational centres participating in education fairs need to be given support too. Furthermore, there is a general urge to develop and implement an educa- tional reform in the field of secondary technical schools.

Current problems associated with the lack of adequately qualified staff in these schools result from an ill-considered policy leading to a market that lacks certified techni- cians. It is evident that the educational system needs to be given financial support. When making much desired investments, however, the current situation in the labour market and the direction of regional development for the years to come ought to be taken into consideration.

As far as higher education is concerned, the co-operation between the economic sector and universities needs to be supported and stimulated. Another issue worth mentioning at this point is the question of subject contests. If organized at a national level, they can boost the image of a region recognized as a strong science and education centre.

4. Social activation

In every region initiatives need to be taken so that citizens can engage themselves in activities carried out at a social level. Engaging in home politicking can only result in the de- generation of civil activities. Openness and transparency in action are the basic principles that local governments should observe. Co-operation with non-governmental organizations, ex- plaining the objectives and meaning of made investments, decision-making processes, the range of competence, are all the postulates that need to be realized in practice.

As an entity that is responsible for stimulating civil society development, local gov- ernment should create a friendly environment for local associations, groups or initiatives of social type to operate in. Reasonable information policy carried out with a view to social ac- tion in the region that is subjected to a given local government is bound to trigger an increase in social activity participation.

5. Structural Funds

Having taken into account the current level of the region’s development, the availabil- ity of European funds plays an important role in carrying out social and business activities.

With respect to the above, bureaucracy needs to be reduced in order to guarantee efficient utilization of funds and time required to realize specific projects. Simplification of bureau- cratic procedures associated with the distriubution and settlement of European funds is a most advisable step to take.

At a regional level, the voivodship marschal and the respective subordinate bodies should be the main fund distributors. European funds should be distributed with an intention to stimulate regional development instead of discouraging potential beneficiaries due to ob- sure procedures and bureaucracy extended to the limit. (Ociepka, 2005)

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Promotion processes

A local government has every right to promote itself on the condition that it is able to create an attractive offer of a region to be addressed to investors, society, and, broadly speak- ing, to every person and entity that this local government intends to co-operate with. If a dis- trict becomes regonizable and climbs up the rankings thanks to the promotion, there is a much higher possibility that it will be granted European funds.

At the same time it becomes a focus of investors’ attention and there is an increase in the tourist inflow, which facts are of no small importance to the region. It has been observed in recent years that districts have grown to be recognized as companies, particularly if local government bodies compete in the race for capital investment. If this is the case, observance of rules deriving from the business market is perfectly justifiable. It needs to be made explicit at this point that a company, i.e., a district in this case, cannot function properly without ade- quate advertising, marketing and public relations.

A promotion process is aimed at the region’s development, as it emphasizes the re- gion’s economic and cultural merits. Thus it becomes a magnet for investors and tourists, the fact that translates into future but very real profits.

On the other hand, it has to be born in mind that a promotion of a region entails much expenditure; being responsible for providing financial security for a promotion, a local gov- ernment is entitled to benefit from such sources of financing as local budget resources, spon- sorship, the EU funds or other aid funds.

From the West, where the unification process has been in progress for a longer period of time now, through to the changes taking place at its eastern borders, it has been observed that modern day Europe has been undergoing many transformations which embrace the entire continent. It needs to be stated that in the globalization era integration processes witnessed in Europe grow stronger and faster.

New forms of international co-operation are developed. The inernational community faces many new problems that are solved at both world and regional levels. Approching the problems from a regional perspective, the easiest way to tackle them would be to look at eco- nomic, social and political issues as if they all were stemming from the same ground. Such an approach is evident in the international co-operation within the so called Euroregions.

The Euroregional co-operation constitutes one of the most fundamental elements of Polish integration policy. Its main objective is to remove the disparities between Poland and the rest of Europe. In addition, it is aimed at strengthening the EU cross-border co-operation at the eastern border of Poland.

The Euroregions established along the eastern border of Poland are often regarded as

“bridges to Europe”. Moreover, they are said to “strengthen a sense of community that unifies the nations of Europe”; “regional identities within countries and within Europe” are objects of references sometimes.

The Bug and Carpathia Euroregions are good examples of how to promote an efficient co-operation between regions situated at the eastern border of the United Europe (co- operation between Poland, Ukraine and Belarus, and between Poland, Ukraine, Slovakia, Hungary and Romania with regard to Bug and Carpathia Euroregions respectively). This co- operation results in higher living standards in the borderland regions, and social and economic integration thereof.

Local governments in those regions have co-operated to support trade, industry, and technical infrastructure development, to create favourable conditions for the development and activities to be conducted on mutual recognition by economic structures, including creating

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new jobs, and to create friendly environment for establishing joint enterprises, companies and other economic entities in the small and medium-sized business sector.

What is also noteworthy is that mutual co-operation has been carried out in such spheres as environmental protection, farming, education and scientific research, health care, culture, tourism, crime prevention, and catastrophe and natural disaster assistance.

The events listed below have been organized in mutual co-operation, to give just a few examples: fairs and other trade events, sports competitions, concerts, various folk festivities, workshops, panel discussions, seminars, as well as actions taken in the fields of environ- mental protection and spatial planning, support given to activities conducted with a view to maintaining region’s identity and tradition (publications, promotions, websites, etc.) and insti- tutional partnership development realized through information sharing and experience ex- change. (Malendowski, 2000)

CONCLUSIONS

To sum up, the better the awareness of its functions and objectives, the greater the ef- ficiency of activities civil society carries out.

In Europe of the unification era the issues associated with social justice have been ad- dressed by many organizations. An assumption needs to be made, however, that more atten- tion will be given to this matter since the enlargement of the European Union grew significant to an extent never seen before.

There is one more reason substantiating this assumption: the Europe of the future will most of all be the Europe of regions. It will be have to be the Europe with a clear global goal ahead, so that it will not become one of those regions whose impact on the world history and worldwide processes is limited to purely passive observation. Europe has to have influence on the course the new international policy is going to take.

The opportunity will pass by unless Europe is strong, which is tantamount to strong European regions, and this requires societies to have more influence on the way social justice is put into practice.

A Europe of the unification era that does not have social justice goals or objectives is difficult to imagine. This is the reason why the notion of social justice is placed particular emphasis on by the experts on social politics, who take the former into account while defining the goals of the latter.

Every school of philosophy that considers the observance of social justice principles to be justifiable always regards a person as the subject of this justice. It needs a person and their subjectivity for social justice to emerge. Without paying attention to people social justice be- comes nothing but an abstract construction and an illusive objective of any activity.

Heavily emphasized in the European Union, the concept of civil society has lent proof to the belief that every citizen of an integrating Europe is cared for. This concept is also in- dicative of the fact that attitudes and viewpoints exhibited by many politically different groups on the role of a civil society in the process of the international community integration - starting at a local level - have evolved with time.

The emergence of this concept is closely related to the fact that the international com- munity has reached an agreement on, amongst other issues, social justice by means of ac- knowledging it as a sort of touchstone of various nations’ and communities’ good will to inte- grate.

The integration process has involved many non-governmental organizations, which have not only become beneficiaries of the EU funds, but they have also conducted many pro- grammes aimed to implement social justice principles.

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It needs to be stressed at this point that if social policies, integrated with the general economic policy of the state and directed by local governments, are to be carried out effi- ciently, they need to be consulted with and carried out only in co-operation with non- governmental organizations, and on the condition that state institutions want to gain social support for their social and political projects, and acceptance of their political power as a re- sult.

BIBLIOGRAPHY:

1. Altkorn J., (2002), Kształtowanie rynkowego wizerunku firmy, AE, Kraków.

2. Malendowski W., Ratajczak M., (1998), Euroregiony, Pierwszy krok do integracji Europej- skiej, ALTA2, Wrocław.

3. Malendowski W., Ratajczak M., (2000), Euroregiony, Polski krok do integracji, ALTA2, Wrocław.

4. Malendowski W., Szczepaniak M., (2000), Euroregiony, Mosty do Europy bez granic, ELIPSA, Wrocław.

5. Olędzki J., (2005), Media reklama i public relations, ASPRA-JR, Warszawa.

6. Ociepka B., (2002), Komunikowanie Międzynarodowe, ASTRUM, Wrocław.

7. Ociepka B., (2005), Kształtowanie wizerunku, WUW, Wrocław

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