This report analyzes how Russia aims to increase its influence in the Western Balkans through the construction and dissemination of disinformation narratives, mainly with anti-Western content, against the US, NATO and the EU. Through these narratives, the Euro-Atlantic camp is presented as a threat to traditional values and as a cause of political tensions in the region. Russian influence extends mainly through Serbia, using developments in Kosovo as a reference point to construct narratives that aim to undermine trust in international institutions and partners. In this context, the report identifies two main categories of narratives: geopolitical ones, which aim to expand strategic influence, and identity-based ones, which fuel discontent and social polarization.
In particular, the case of Kosovo is in focus, where Russian disinformation narratives focus on four main pillars: contesting statehood, invalid comparisons with the conflict in Ukraine and Crimea, and portraying Russians and Serbs as victims. These narratives are reinforced by senior Russian officials and state media, and are widely disseminated through social media and digital influencers. Through distortion of facts and emotional manipulation, they primarily target the Serbian community in Kosovo, but also other segments of society, promoting a negative perception of the West and portraying Russia as a defender of traditional values. The findings suggest a significant overlap between Russian and Serbian narratives, which, although stemming from different interests, often intertwine and reinforce each other.