Traditional mass media and, increasingly, online portals and social networks have made information more accessible than ever before. However, misinformation and disinformation employ the same channels to spread throughout the information ecosystem. In some cases, (mis)information is banal, trivial and spontaneous. On the other hand, a trend in rising are systematic disinformation campaigns with various, often political or ideological aims. Although it is a global phenomenon, each region has its specific context and features as well as disinformation channels. The Western Balkans is a region in which various domestic and international interests intersect – public space, media and politics are arenas in which various narratives regarding international actors (sometimes filled with disinformation) are promoted - i.e. there are strong narratives that both promote and denounce EU, USA and/or NATO and both promote and denounce Russia and/or China.
This paper provides recommendations how to approach citizens, especially youth, and raise awareness of disinformation concerning international relations and actors. This kind of disinformation may mislead public and government when it comes to general interests of society, but also undermine crucial values and institutions of democracy. While the paper results from studies focused solely on Serbia (supported by IRI’s Beacon Project), it provides recommendations applicable throughout the Western Balkans. These recommendations are primarily based on research conducted March thru May 2021 as well as on two regional workshops; one bringing together journalists and the other NGO representatives. The following paper consists of an overview of the regional context and recommendations for concrete communication guidelines when it comes to wider public (and youth especially), as well as tools and a guide for monitoring communication campaigns.
This paper is primarily intended for domestic NGOs, but also for international organizations and other stakeholders interested in campaigns that treat mis- and disinformation regarding international relations.
The project consisted of three parts: (1) research; (2) public campaign; (3) development of a campaign guide. Research activities included a public opinion poll sounding perception of international actors and media content analysis of 11 Serbian mainstream online media and their coverage of international actors. The public campaign was designed based on research outcomes and aimed to raise awareness of citizens, especially youth, on disinformation and need for careful and critical consideration of everyday news regarding international actors and relations. This paper presents conclusions drawn from the information and experience gained through these activities.