The paper deals with the analysis of frames used by different international and domestic actors to discuss or promote European identity in Italian public space. Even if this case study is strictly bound to narratives transmitted via online media and other online resources, it attempts to contribute to the categorization of European identity descriptive models typical to Italy and its public discourse. It departures from the “classical” cultural/ethnic vs. civic identity typology but concludes that it is impossible to narrow down the majority of discourse elements to this binary classification, as these two categories would include units with absolutely incompatible characteristics. Broad cultural and civic identity frames appear to be multidimensional ones and to have different spatial and temporal modifications. The former are related to the levels (local/regional, national, European or global) regarded as crucial in the sense of cultural diversity to be preserved or to divergent perceptions about preferable key level of democratic participation and civic engagement. The letter comprise various frames which describe the sense of belonging to Europe in terms of historical identity: European history can play a role of Europe’s significant Other or can be used as a source for “civic religion” creation. With religious/secular and inclusive/exclusive identity dimensions added within two major categories, as well as with several extra categories, e.g. plural or bounded European identities, and different frames describing European identity denial, this classification becomes cumbersome and difficult to apply. A variety of European identity frames can be difficult to categorize but does this mean that Europe, at least for Italians, is too diverse to be united?
