• 2024-08-28

Disinformation and Media Propaganda as Obstacles to the EU Integration Process in the Western Balkans

Regional Youth Dialogue for Europe project

In shaping public opinion regarding a particular issue or process, the so-called ‘fourth estate’ plays the most important role, both globally and in the countries of the region. Traditional media outlets, such as TV, print, and radio, have long been the primary sources of daily information, significantly influencing how the population perceives the reality around them. One of the cornerstones of liberal democracy is the freedom of thought and expression, with individuals' expression of their opinions at elections, referenda, or through other forms of civic participation crucially impacting the direction and course of events on the socio-political scene of a country. Therefore, it is clear why the media is often regarded as the ‘fourth estate’, which is frequently under the influence of various interest groups seeking to shape public opinion in line with their own interests. He who controls the media, controls public opinion and ‘democratic processes’.

The way the public accesses information has significantly changed in recent decades. With technological advancements, digital media and social networks have emerged as new sources of information alongside traditional media. These new sources can serve as tools for uncovering the truth, particularly in societies where media freedoms and pluralism are underdeveloped, and where the people do not perceive traditional media as a credible source of information. However, they also bring new risks. While the risk of unprofessional reporting and disinformation affects traditional media as well, their operations are regulated by media codes and laws, which are enforced to varying degrees depending on the level of democratic development in a given society. In contrast, social networks are not subject to such control, and their activities in Serbia are not regulated by law, making users more vulnerable to the risk of disinformation.

The information reaching the citizenry via both traditional and new media platforms concerning the European Union or EU integration processes in countries undergoing this process significantly impacts the formation of citizens' attitudes towards the Union. When the negotiating process for a candidate country is concluded and leads to the successful implementation of internal reforms, the closing of all clusters and chapters representing steps toward accession, focus then shifts to a referendum on membership. The final ‘yes’ on the European path of a candidate country directly depends on the level of Euroscepticism among its citizenry, which largely stems from the information to which it is exposed relative to the EU, its advantages, and disadvantages.

Disinformation as an Obstacle on the Path to EU Membership

In addition to the fact that impartial reporting and relevant information are crucial for shaping the population’s views on the EU in candidate countries, they also play an essential role in achieving the democratic values on which Europe is founded. In the process of EU accession, a candidate country must implement internal reforms and meet the standards and values of the Union to become a member. For Serbia, out of the 35 chapters in the negotiation process, Chapters 23 and 24 are the most critical, as they encompass reforms in the areas of justice, the fight against corruption, and media freedoms. The genuine reform of these areas would lay the democratic foundations that are an essential step towards opening European doors. If we define free and fair elections as the ‘celebration of democracy’, it must be understood that this does not simply refer to election day without major irregularities, but also the broader context in which the electoral process takes place. In an environment where most or all media with national frequencies are not independent and participate in spreading propaganda by authorities with authoritarian tendencies, the people receive a distorted picture of reality. Lacking relevant information, they are unable to objectively assess and compare the options presented to them, which leads to a significant democratic deficit, even in cases where election day itself is not marked by major irregularities.

Moreover, the media serve as a bridge between the government and the people, and are in a unique position to exert pressure on the government to carry out reforms more effectively by reporting on the progress and challenges of the integration process. On the other hand, the media should also inform the people in terms of the impact of reforms on their lives, outlining both the benefits and consequences. The role of the media is to highlight where and why public authorities are lagging behind with certain tasks. They should act as a corrective force, informing citizens of the reform process and objectively presenting how far the reforms have progressed, as well as what is hindering or promoting this progress.

Media Landscape in Serbia

Although Serbia has been negotiating its EU accession for a decade, progress in democracy and media freedoms has been lacking. On the contrary, according to this year’s Freedom House report, an organisation which analyses the state of democracy, Serbia is the country that has seen the most regression over the past year, with reasons cited including captured media, unfair elections, and the undermining of judicial independence. According to these reports, Serbia, like other countries in the region, has been classified as a hybrid regime since 2020. Furthermore, according to the 2023 Reporters Without Borders report, Serbia has dropped 12 places in the press freedom index compared to 2022, now ranking 91^st. The cause of this decline is the absence of a healthy media ecosystem and equitable pluralism. The most widely read and watched media are unprofessional and operate in the interests of the regime, leading to the conclusion that in Serbia, the key issue is manipulation and propaganda, rather than disinformation on social media or the media’s failure to conduct thorough fact-checking. This is confirmed by a 2024 Raskrinkavanje Portal Investigation, which found that, over the course of a year, six Serbian tabloids alone had at least 1,154 instances of manipulation on their front pages. A significant factor indicating the extent to which these types of manipulations affect public opinion is media literacy among the population, which is not at a high level. According to CeSID’s research on media literacy in Serbia, the media literacy score among persons under the age of 60 years is 0.68 on a scale from 0 to 1. These findings show that the way in which the government, through tabloids, presents the EU and European integration to its people directly influences their views on the Union.

An analysis of Serbian tabloids clearly shows that, unlike Russia and China, which are often and almost entirely positively covered, the EU is not so prominently featured. Serbian tabloids generally report on the EU in a neutral manner. Negative headlines are often noticeable, such as claims that the EU is blackmailing Serbia, exerting pressure on it to accept solutions for Kosovo, or not providing enough support during crises. Positive mentions of the EU are only heard when it is convenient for the ruling Serbian Progressive Party (SNS). Public opinion research has also shown a significant increase in Euroscepticism in recent years. According to a CeSID survey from 2023, approximately 60% of Serbian citizens believe that EU membership would not bring significant benefits to the country.

Recent developments in Serbia have further highlighted the impact of media manipulation and propaganda. Pro-government tabloids and media outlets have accused the civil sector and non-governmental organisations of orchestrating ‘colour revolution’, as the government has labelled protests against lithium mining in Serbia and the Rio Tinto company. These accusations claim that these activities are supported by the West with the aim of removing the legitimate government of Serbia and bringing politicians loyal to the United States into power. These claims often include assertions that protests and political activities opposing the government are part of an attempt by the West to destabilise Serbia and undermine national interests. These accusations serve as a means of mobilising public opinion against the West and its alleged agents within the country, as well as an attempt to suppress any form of resistance to Serbian authorities, given that such resistance primarily comes from the non-governmental sector, which is, among other things, fighting against media propaganda and the spread of disinformation within the country. Government representatives resent the funding that the non-governmental sector receives from the West, but not the funds that the state itself receives. Over the past 12 years, Serbia has received over EUR 8 billion from the EU budget alone, wrote Radio Free Europe (RFE) earlier this year, including EUR 3.3 billion in grants. This makes the EU the largest donor to Serbia and Serbia the largest recipient of EU donations in the Western Balkans. However, this information is not visible in pro-government media.

The Current Regional Landscape

The situation in the countries of the region does not differ significantly from that in Serbia. According to the latest Freedom House report, the countries of the region are also characterised as hybrid regimes. In nations such as Albania, North Macedonia, and Bosnia and Herzegovina, authoritarian tendencies and underdeveloped democratic political cultures are evident, reflected in weak institutions and a lack of transparency. The entire Western Balkans faces challenges in the areas of democracy and freedoms, where authoritarian tendencies and a lack of institutional resilience hinder progress towards EU integration.

The impact of disinformation and media propaganda on European integration of the Western Balkans demonstrates the severe challenges facing the region. Media manipulation, a lack of media pluralism, and weaknesses in democratic institutions negatively affect the perception of and support for European integration. For progress towards EU membership, it is essential that the countries of the region strengthen their democratic institutions, improve media literacy, and ensure transparent and impartial reporting, so that the people have access to accurate information and are thus able to informed decisions about their future.

Author: Aleksandra Kuzmanović, Student of International Relations at the Faculty of Political Science, University of Belgrade

* This publication was funded by the European Union. Its contents are the sole responsibility of the Center for Democracy Foundation and do not necessarily reflect the views of the European Union.