This report examines how Russia seeks to expand its influence in the Western Balkans through the construction and dissemination of disinformation narratives, primarily characterized by anti-Western messaging targeting the United States, NATO, and the European Union. Through these narratives, the Euro-Atlantic camp is portrayed as a threat to traditional values and as a source of political instability in the region. Russia’s influence is largely exercised through Serbia, using developments in Kosovo as a focal point to shape narratives that undermine trust in institutions and international partners. In this context, the report identifies two main types of narratives: geopolitical narratives aimed at increasing strategic influence, and identity-based narratives designed to foster public dissatisfaction and social polarization.
A particular focus is placed on Kosovo, where Russian disinformation narratives revolve around four key themes: contesting Kosovo’s statehood, drawing misleading parallels with the war in Ukraine and the situation in Crimea, and portraying Russians and Serbs as victims. These narratives are reinforced by high-level Russian officials and state-controlled media, and are widely disseminated through digital platforms and social media influencers. By distorting facts and appealing to emotions, they primarily target the Serbian community in Kosovo, but also broader segments of society, promoting negative perceptions of the West while presenting Russia as a defender of traditional values. The findings indicate a significant overlap between Russian and Serbian narratives, which, although driven by different interests, often intersect and reinforce one another.