Slavenka Drakulic, Croatian writer, in her essay "Cafe Europa - Life after Communism" wrote in the mid 1990s: "Nowadays, across Eastern Europe, revolution no longer consists of introducing democracy and a free-market economy; this has already happened. It might not work as was expected, but it is there nonetheless. Instead revolution is seen in small, everyday things: sounds, looks and images.Foreign names are an excellent shorthand for conveying the message of this revolution. Simply by using such a name, you are presenting not only an image, but a whole system of values, too. They also reveal a longing, a desire to belong to a preconceived idea of Western Europe. At the same time they serve as a kind of a barrier, because they seek to deny the old communist Eastern Europe." In this manner, she writes, there are two ‘Vienna’ coffee shops in Sofia, there is ‘Cafe Europa’ in Tirana which is in fact a kiosk, ‘Hollywood’ cafe in Bucharest. In Zagreb  ‘the most beautiful’ cinema in 1990 was renamed from ‘Balkan’ to ‘Europa’.  
 
In 2009 Ukrainian journalist Alyona Getmanchuk wrote in the essay "Facade Europeanization": The love of all kinds of words that loftily start with the prefix “euro” has been evident in Ukraine for some time. Just drive down the streets of any major city in the country and you will see “Eurotires,” “Eurorenovations” next  
to “Eurowindows,” “Eurosalon” and “Eurostyle.” Take a stroll down the corridors of power and you will get an earful of “Eurointegration,” “Eurostandards” and “European-style education.” And if you have a chance to look at posters for an upcoming performance schedule, you are bound to see the phrase “European level” applied to the latest show or concert.
 
For the countries in Eastern and Central Europe, in the period since 1989, the process of development primarily meant the period of Europeanization. And 'EUisation'.
Undersatnding of the concept has been manyfold, both in theory and in practice.  
One level is through the names, as the above quotes show. Nomen est omen, many would contend. The strength of symbolic level should not be underestimated, the history of civilization teaches us.  
But there is more than that.
Europeanization could be understood as a process of reforms necessary for the country to join the European Union. It is also understood to be the system where all social actors endorse the best of European practices and standards. Europeanization could also be defined as: the European answer to globalization, building institutions in line with those in the European Union, or reasserting cultural identity. For many it simply meant, and still means: Being more alike Western Europe.
 
Many of the countries from ex communist block have already joined European Union. How much of the 'Europeanization ideals' have turned into reality is a matter of discussion, and varies from country to country. It also depends on (as always) who are you talking to.
 
For Southeastern European region things have been more complicated and slow. But general issue of Europeanization equally present.  
Gerald Knaus, author of the documentary film series about the Balkan countries and people "Balkanexpress/Return to Europe", says in an interview about his impressions from the region and what Europeanization means here: "Europeanization is not a train which you jump on to, and which takes you to the final station of its own accord. It concerns values and power struggles. It needs people who fight for change: artists, environmental activists, politicians."
In understanding diverse concepts, including Europeanization, historical perspective adds some important insights.
Writer and journalist Vesna Goldsworthy says in an interview that the term Europeanization changed its meaning since XIX century. At that time it referred to national self-determination and independence - separation from the Ottoman or Habsburg Monarchy. Nowadays it means something completely different: Giving up part of independence in order to be  part of a supranational organization. In the functioning of its functioning bodies, European Union adheres to the principles of national quotas. That was the way former Yugoslavia was functioning. Its successor countries and people have that experience and should use it for its pan-European cooperation.
 
The question of Europeanization (and EUisation) - what does it means, who benefits from it, and who and how should carry it - has been on Serbian agenda for ten years already, since political changes in 2000. It is understood that the process develops on horizontal and vertical level. Vertical is mainly institutional and includes: The state, the European Union, and time. The former two are at times: Complicated, inefficient, contradictory in their words and deeds. The latter is sometimes long. That is how things are. On the horizontal level of development, however, it is easier to do things effectively. It includes social, economic, political and legal development, and could be carried by politicians, intellectuals, elites of different kinds and, most importantly, all citizens. When that is done, the whole process of Europeanization becomes sustainable, while the process of EUisation gets vital sense and meaning.  
With such a process of development, euro-prefix-names will have just their symbolic value, and not stand as a substitute for real Euroepanization, understood in its best sense: 'stable, safe, green and culturally diverse', as one Time article put it.

Photo credit: Hotel Europe Sarajevo