THE ROLE OF THE MEDIA IN RUSSIAN AND SERBIAN INFLUENCE OPERATIONS: A CASE STUDY ON THE CROSS-BORDER SHAPING OF NARRATIVES IN THE WESTERN BALKANS

Abstract

This study examines the intricacies of Russian and Serbian influence operations within the Western Balkans, focusing specifically on concerted efforts to shape narratives through media channels. Drawing on a case study of the canceled pro-Ukrainian concerts by the band Ljapis Trubeckoj in Belgrade (Serbia) and Budva (Montenegro), this study highlights the interplay of the various actors involved in the influence campaign. The campaign was orchestrated by radical and pro-Russian Serbian politicians and organized through social networks, while at the same time Russia’s state media, namely Sputnik Serbia and RT, played an important role in initiating and spreading narratives consistent with Russian interests. Moreover, these narratives also resonated with Serbian and Montenegrin media and were supported by influential Croatian and Bosnian media. By analyzing this cross-border narrative formation, this study uncovers the mechanisms Russia and Serbia use to influence public opinion in the Western Balkans and the EU. The findings contribute to a deeper understanding of the broader impact of Russian influence operations in the region and shed light on the complex dynamics underlying such campaigns.