Observations and recommendations
-All countries in the Western Balkans (WB) face increasing disinformation. It is worrisome that the disinformation is in many cases directed at dividing society, fueling ethnic tensions, and provoking aggression and destabilisation. Whereas disinformation occurs all around the world, in the WB the issue and impacts are even more prominent. In many cases Russia plays an important role in setting up disinformation; this can be described as part of hybrid warfare. Russia uses a range of tools for spreading disinformation, including the channels Russia Today and Sputnik. They are not only disinformation agents, they have been declared “fully-fledged member(s) of the intelligence apparatus and operation of the Russian government” by the US Government.
-Independent media are under mounting pressure. In Serbia and Albania, national governments are the most important sources of disinformation. They control most media and also spread disinformation along other routes, e.g. through schoolbooks, which often perpetuate ethnic prejudice and nationalist ideas. In several countries, independent media are often portrayed as traitors, funded by Western countries. This leaves little space for criticism.
-Big tech companies hold considerable influence in the WB. Platforms are companies that revolve around profit. Their business model is based on attracting as many consumers as possible, and on promoting engagement over the public interest in being informed and having a nuanced debate. More engagement from users yields more money. As a result, the algorithms of these tech giants often amplify disinformation and promote divisive, polarised content.
-These challenges are further exacerbated by AI. Local media are not prepared for the technological developments and use of AI. AI’s biggest threat is the combination of scale and speed. Solutions must be structural. Whack-a-mole solutions will not work at this scale, at this pace, thus leading to dramatic changes in the local news.
Observations and recommendations from debate disinformation in the Western Balkan