In 2024, Serbia’s media landscape revealed a concerning mix of manipulation, propaganda, and disinformation. According to Istinomer, the country’s leading fact-checking organization, major media outlets employed various tactics to sway public opinion, suppress dissent, and promote the ruling Serbian Progressive Party (SNS) along with its leader, President Aleksandar Vučić. Through biased reporting, distortion of facts, and blatant falsehoods, the media contributed to a divisive narrative that vilified opposition figures, depicted Kosovo’s Prime Minister Albin Kurti as an extremist, and consistently undermined Western nations. At the same time, the media celebrated Serbia’s relationships with Russia and China, presenting these countries as trustworthy allies in stark contrast to the “evil” West. The year was characterized by a propaganda battle that went beyond political rhetoric, affecting regional tensions, economic issues, and global matters.
The Tactics Behind the Manipulation
Istinomer’s examination of Serbia’s most influential headlines, portals, and prime-time broadcasts revealed several key strategies used to distort the truth and shape public perception:
1. Biased Reporting
Coverage in major media outlets was heavily skewed to support the ruling party and its leader. News stories highlighted President Vučić’s supposed relentless efforts to safeguard Serbia’s interests while dismissing or attacking opposing voices. Opposition protests were often portrayed as disruptive, with participants labeled as “agents of chaos.”
2. Manipulation of Facts
Selective reporting and context manipulation were prevalent tactics. Statements from opposition leaders were frequently taken out of context to create a misleading impression of incompetence or hostility. Meanwhile, government achievements were exaggerated or fabricated, fostering an illusion of unmatched success under Vučić’s leadership.
3. False and Unverifiable Claims
The media often spread outright falsehoods, ranging from accusations against opposition figures to invented international conspiracies. These claims were seldom challenged or fact-checked within the outlets themselves, leaving the public with distorted perceptions.
The manipulative tactics used by Serbia’s media were particularly clear in the recurring narratives that shaped public discourse throughout 2024.
1. Demonization of Political Opponents and Dissenters
Opposition leaders were frequently attacked, labeled as “scum,” “haters,” and “lunatics” bent on undermining Serbia. Tabloid headlines sensationalized their alleged intentions, portraying them as threats to national stability. Protests organized by opposition groups were characterized as “foreign-funded chaos,” with participants accused of acting against Serbia’s interests. This narrative was reinforced by personal attacks on opposition leaders, highlighting supposed scandals or moral shortcomings. Even when the opposition raised valid concerns, the media portrayed their actions as part of a broader conspiracy against the state.
2. Glorification of President Vučić
President Vučić was consistently portrayed as a dedicated and selfless leader, tirelessly working to safeguard Serbia from both external and internal threats. Media coverage of his speeches at international forums, such as the United Nations, presented him as a bold and respected statesman. Domestic reports emphasized his accomplishments, often overstating the government’s role in infrastructure projects or economic growth. Vučić’s numerous media appearances—totaling 322 broadcasts or mentions in 2024—reinforced the image of a leader who was always present and actively addressing the country’s challenges.
3. Vilification of Kosovo’s Prime Minister Albin Kurti
Kosovo’s Prime Minister Albin Kurti was cast as a primary antagonist in Serbian media narratives. Labeled an “extremist,” “fanatic,” and “madman,” Kurti was accused of inciting conflict and jeopardizing Serbia’s sovereignty. Even legitimate policy disagreements between Serbia and Kosovo were framed as aggressive actions by Kurti, with reports alleging plans for “ethnic cleansing” and other inflammatory measures.
Media Coverage of Key Events in 2024
Opposition Protests and Elections
In December 2023, during the parliamentary and local elections, opposition protests became a common subject of media manipulation. Demonstrators were labeled as “terrorists” and “foreign agents,” with claims that their actions posed a threat to public safety. Coverage related to the elections often depicted the opposition as incompetent or untrustworthy, while presenting the SNS as the sole party capable of providing stability and progress. Despite debunking claims that public broadcasters favored the opposition, these narratives continued to circulate in government-aligned media.
Lithium Exploitation and Environmental Issues
The controversial topic of lithium mining also became a target for disinformation. Prime Minister Ana Brnabić’s assertion that the Jadar lithium project had been definitively abandoned was widely reported, even though evidence suggested otherwise. Government-aligned media minimized public concerns regarding environmental damage, instead portraying activists as obstructionists hindering Serbia’s economic growth.
War in Ukraine and Gaza
The conflicts in Ukraine and Gaza were often misrepresented in Serbian media, with narratives crafted to resonate with pro-Russian and anti-Western sentiments. Reports frequently recycled outdated images and footage, misleadingly presenting them as current events to provoke emotional responses. In some instances, AI-generated content was utilized to support false claims.
Ukraine’s President Volodymyr Zelenskyy was a frequent target of smear campaigns, facing accusations of corruption and profiteering. Similarly, manipulative narratives surrounding Gaza exploited images of civilian casualties to bolster anti-Israeli or anti-Palestinian viewpoints, depending on the outlet’s bias.
The Cult of Vučić: A Persistent Theme In 2024
Serbian media prominently featured the elevation of Aleksandar Vučić to a near-mythical status. Reports portrayed him as a “machine” tirelessly dedicated to the nation’s welfare, often exaggerating or inventing his accomplishments. Articles depicted him as a global leader respected even by Serbia’s opponents, reinforcing the notion that he was essential for the country’s success.
This cult of personality thrived on a mix of overwhelming media attention, selective reporting, and the silencing of dissenting opinions. It crafted a narrative where Vučić was not just the most capable leader for Serbia but also its only guardian against a hostile world.
The Cost of Manipulation
In 2024, media manipulation in Serbia significantly undermined trust in journalism, intensified political divisions, and suppressed democratic dialogue. By fostering biased narratives and disseminating propaganda, the media obstructed the public’s capacity to make well-informed choices.
Tackling this widespread problem will necessitate enhanced accountability, stricter media regulations, and a dedication to journalistic integrity. If these reforms are not implemented, Serbia faces the danger of a media environment that favors propaganda over truth, ultimately harming its democracy and society.
