The Serbia-Kosovo conflict represents one of the most intractable and complex geopolitical issues in the Balkans. Rooted in historical grievances, ethnic tensions, and territorial disputes, this protracted conflict has seen numerous attempts at resolution, including international mediation efforts. However, the role of media in shaping public opinion and influencing the political discourse in both Serbia and Kosovo has often been overlooked but is of paramount importance in understanding the dynamics of this conflict.
Media, as a powerful tool of information dissemination, plays a crucial role in constructing narratives and influencing public perception. In the context of the Serbia-Kosovo conflict, media framing can significantly impact how people in each country perceive the “other,” the negotiation process, and the prospects for peace. Different media outlets may employ diverse framing techniques, ranging from responsible reporting to sensationalism and biased representation, which can either contribute to constructive dialogue or exacerbate hostilities between the two nations.
This policy paper aims to delve into the intricacies of media framing in the context of the Serbia-Kosovo conflict, focusing on the media discourse in the Serbian and Kosovo media. By identifying and analyzing four key thematic areas, 1. Exacerbation of Tensions, 2. Weakening Confidence in the Normalization Dialogue, 3. Balancing and Inclusion of Viewpoints, and 4. Portrayal of the EU and Negotiators, this study seeks to shed light on how media framing contributes to shaping public opinion and influencing the political landscape in both countries.
