This paper describes how different actors in Mexico perceive EU policies and explains the consequences for bilateral public diplomacy under the context of the renegotiation of their Global Agreement. In spite of the still limited understanding and perception of the EU in Mexico, the paper focuses on those sectors associated with Mexican foreign policy or EU-Mexico relations and seeks to understand how those different segments of Mexican society perceive the EU and its practices. The paper delves on extensive literature on evaluation of EU images in the world, identity discourse and third countries’ perceptions of the EU as an external actor; it also inquire the relevance of material and normative factors in shaping the context in which Mexican actors form and consolidate their views about the EU.
