Sociologists of science emphasize the crucial role of the day‐to‐day practices of scholars in defining academic disciplines and epistemological schools. Taking the case of EU Studies (EUS), this article examines the key practice of normative writing. I analyze the degree to which 70 highly‐cited journal articles of political science writing in EUS explicitly or implicitly suggest that European integration or its institutions or policies are bad or good, flourishing or declining. I use this discourse analysis, plus biographical data on the authors of texts, to explain a major temporal pattern. Degrees of normativity in EUS articles progressively declined from the 1970s until the millennium, but then subsequently recovered. Factors ‘external’ to scholarship, such as the progressive intensification of European integration and crises faced by the EU help explain this pattern. However they interacted in complex ways with ‘internal’ academic factors, such as generational replacement, ‘mainstreaming’ and rivalries between sub‐disciplinary and theoretical camps.