Wrote: Festim Rizanaj
The media coverage of the October 12, 2025 local elections in Kosovo by the Russian platforms Russia Today Balkan and Sputnik Serbia served as a powerful megaphone for the Serbian narrative, transforming the electoral process into a national “existential struggle”. During the intense period from September 13 to October 15, 2025, with a total of 31 articles by RT Balkan and 43 by Sputnik Serbia, these media outlets built a clear framework of antagonists and protagonists. The Serbian List was positioned as the sole defensive force, strongly supported by the Director of the Office for Kosovo in the Government of Serbia, Petar Petković, and ultimately by President Aleksandar Vučić. On the other hand, Albin Kurti and the Kosovo institutions were portrayed as a source of “terror” and “repression”. The intensity of reporting peaked on the eve of the vote and immediately after the announcement of the Serbian List’s victory, marking the message of “restoring Serbian control” over Serb-majority municipalities.
Main narratives of Sputnik Serbia and RT Balkan:
- Existential struggle and national survival: The elections were portrayed as a “battle for the survival of the Serbian people” against assimilation, giving the vote a national rather than merely local weight.
- Pressure and institutional censorship from Pristina officials: Emphasis was placed on the idea of holding the elections under "terror" and "pressure" by the Kurti Government, including preventing the accreditation of Serbian media and banning election spots.
- The risk of ethnic change and assimilation: The use of the demographic risk narrative, with accusations of Albanian voter registration in Serb-majority municipalities and the formation of Albanian coalitions, was used for mobilization.
- Restoring control and dignity: The victory of the Serbian List was glorified as a triumph of "Serbian unity" and as a crucial opportunity for "returning the northern municipalities to Serbian hands" after a difficult period.
- Belgrade as protector and guarantor: The role of Serbia, especially through Vučić and Petković, was emphasized as the sole guarantor of the rights, well-being and survival of Serbs in Kosovo.
Sputnik Serbia and the elections in Kosovo
During an intense period of just over a month, from September 13 to October 15, 2025, Sputnik Serbia served as a powerful megaphone for the Serbian narrative regarding the local elections in Kosovo. With 43 published articles, this medium built a detailed picture of tensions, expectations and accusations, positioning itself deeply in support of the Serbian List and Belgrade's policies.
Intensity of published articles
Sputnik Serbia's coverage has shown a clear and strategic rhythm, culminating in the key days of the campaign and local elections in Kosovo. From the very beginning of the period, on 13-15 September, with 5 published articles, the emphasis was on the launch of the Srpska Lista campaign. At this stage, the message was clear: the goal was “to replace the 'illegitimate' mayors of municipalities in the north” and the importance of Serbian unity. Srpska Lista leader Zlatan Elek, in the article of September 13, declared that "a vote for the Serbian List is a vote for the future, for the preservation of the Serbian community and for the restoration of control in the four municipalities in the north," immediately setting the tone for the campaign narrative.
Then, the period of 6-10 October, with 11 articles, marked a critical intensification of mobilization. At this stage, Petar Petković's statements became more frequent and harsher, encouraging mass participation. On October 7, in the article published, he stressed that the elections were “decisive for the survival of Serbs in Kosovo”, directly calling for mass voting. This was accompanied by the repetition of the narrative of the danger coming from the “Kurti regime” and the idea that only through unity around the Serbian List could Serbian identity be preserved. The climax of this phase came on 9 October, when President Vučić, as reported in the published article, made a public appeal to Serbs to vote for the Srpska List. He accused Albin Kurti of “systematic terrorism” and emphasized that the Srpska List’s fight was “against occupation and forced assimilation,” linking the electoral process to deeply national and existential issues.
The final phase, that of election day and beyond, from October 12-15, with 11 articles, was the period of absolute peak coverage. Here, the voting process was covered, allegations of irregularities were made, and then the results were celebrated. On October 12, in the article published, problems were reported such as the transfer of Serb voters to Albanian-majority polling stations, which was interpreted as an “attempt at manipulation” and an obstacle to the will of Serb voters. However, the following day, on October 13, the article published announced a “clear victory” for the Serbian List in 9 out of 10 Serb-majority municipalities, news that was celebrated by Serb residents and personally greeted by President Vučić. This narrative thread emphasized the “restoration of local government” and the “protection of rights” of the Serb community, closing the reporting cycle with a message of success and revival.
Protagonists and their description
In the political scene covered by Sputnik Serbia, the Serbian List appears as the absolute protagonist, portrayed as "the only force that protects the existence of Serbs in Kosovo", as stated in the article of September 19. Their campaign was carefully built on the slogan of unity and the return of municipalities to Serbian control. A clear example of this rhetoric comes from September 13, when Zlatan Elek, the leader of the Serbian List, declared that a vote for his party was a vote “for the future, for the preservation of the Serbian community and for the return of control in the four northern municipalities,” placing the party at the center of a national mission.
A key figure and essential supporter from Belgrade was President Aleksandar Vučić, whose interventions proved crucial in emphasizing the importance of the elections. His call of October 9, described the Serbian List as “the only one that protects the interests of the Serbian people,” directly linking the electoral process to the issue of the political and identity survival of Serbs in Kosovo. This was further reinforced by Petar Petković’s statement on October 7, in the article publishedIn this article, he emphasized that Belgrade “is not interfering in local elections in Kosovo, because Kosovo is Serbia,” thus trying to legitimize Serbian intervention as an act within its territory.
Petar Petkovic, on the other hand, has been the most active and controversial voice in Sputnik Serbia's coverage, issuing numerous statements accusing the Kosovo Government and Albin Kurti. On September 14, in the article published, he claimed that the Brussels dialogue had turned into “a simulation by Pristina” and that Kurti had exerted “institutional pressure and violence against Serbs.” Petkovic has consistently presented Serbia as the sole defender of Serb rights, stigmatizing Pristina’s actions.
In the face of this Serbian front, Albin Kurti and the Kosovo institutions are consistently portrayed as the main antagonists, a source of “terror”, “discrimination”, “repression” and “provocations”. The accusations against them ranged from hindering Serbian participation in the elections, to the banning of election spots, as happened on September 25, and up to removal of Cyrillic inscriptions on October 2, which was described as a “deliberate provocation” and a “discriminatory act”. Even the initial decision to non-accreditation of Serbian media, as reported in October 10 articles, was used to reinforce the narrative of “lack of freedom of speech,” painting an oppressive environment for the Serbian community.
Main narratives in Sputnik Serbia
The main narratives promoted by Sputnik Serbia played a crucial role in shaping Serbian public opinion, positioning each electoral event within a broader national and existential framework. One of the dominant narratives was that of an “existential struggle and national survival.” The elections were presented not simply as a local democratic process, but as a battle for the “survival of Serbs in their historical settlements,” as stated in the article of October 11The vote for the Serbian List was described as an “act of national resistance to the repression of Kosovo institutions,” giving the elections much greater weight than their nominal function, as emphasized. in the article of September 22.
Closely linked to this was the narrative of "restoring control and dignity""The victory of the Serbian List was portrayed as a crucial opportunity to “return the northern municipalities to Serbian hands” and to “overthrow the illegal Albanian mayors,” as stated in the article of September 29. This idea was combined with the premise of “restoring dignity, institutions and normal life” for the Serb community, offering voters a hope for change and a return to a desired status quo.
Another powerful and widely used narrative was that of “victimization of Serbs” and “Kurti’s terror”. This portrayed the Serb community as a constant victim of the policies of the Kosovo Government. Words and terms such as “terror”, “persecution”, “violence” and “discrimination” were repeatedly used to describe the situation of Serbs. Petković, in the article of September 18, described the Kosovo Government's plans for work permits and registration as a "new wave of persecution and expulsion of Serbs", placing Albin Kurti as the main source of this "terror" and tension.
In contrast to this victimization, “Belgrade was portrayed as a protector and guarantor” for Serbs in Kosovo. The role of Serbia, especially through President Vučić, was emphasized as essential. This was illustrated by news such as the opening of 400 new jobs in the Serbian healthcare system specifically for Kosovo Serbs, as reported in the October 6th articleThis action was presented as concrete evidence of the “care of the Serbian state for its people,” reinforcing the idea that Belgrade was the sole guarantor of their well-being and survival.
Finally, a strong narrative was built about the “illegality and manipulation of the elections by Pristina.” Although the Serbian List participated in the process, the elections were often portrayed as manipulated and controlled by “false authorities.” For example, the printing of ballots in Slovenia, as stated in the article of October 3, was used to reinforce the narrative of Kosovo’s “lack of sovereignty” and to undermine the credibility of the electoral process. This rhetoric aimed to create a perception of injustice and raise doubts about the legitimacy of any outcome that might challenge Serbian interests.
Russia Today Balkans: 31 articles on local elections in Kosovo
In the period September 13 – October 15, 2025, the Balkan branch of the Russian news agency, RT Balkan (formerly known as Sputnik Serbia), published a total of 31 articles that were deeply devoted to the October 12 local elections in Kosovo, reflecting a high editorial commitment to this process.
Intensity of published articles
RT Balkan (Sputnik Serbia) editorial activity for the October 12 local elections in Kosovo culminated in two key phases. The first phase was in the run-up to the elections (October 7 – 11), where 7 articles were published, serving as an intensive mobilization and criticism campaign. For example, on October 7, the crucial importance of voting for the Serbian List was emphasized, with Petar Petkovic calling for mass participation for the "return of the four northern municipalities to Serbian hands." On the same day, it was reported with concern about the formation of the "Albanian Alliance" in Graçanica., interpreting this as an attempt to change the ethnic composition. This phase was followed by denunciations of "illegal actions of the Kurti Government" for electoral purposes” and the accusations of arresting Fatmir Sheholli as a tool of Pristina to create the narrative of the "Serbian danger".
The second phase with the highest activity was election day and immediately after it (October 12 – 13), with 8 articles that focused on the result and interpretation of the Serbian List victory. On October 12, immediately after the close of voting, the articles declared a clear victory for the Serbian List in nine out of ten Serbian municipalities, presenting this as a victory of "the unification and unity of the Serbian people"This was reinforced by messages from President Vučić, who emphasized increasing Serbian participation. On October 13th, it was emphasized that this victory guarantees the future and survival of the Serbs and was used to accuse the Kosovo authorities of mistreatment and pressure, marking the result as a restoration of Serbian control over the northern municipalities. These two periods showed a synchronized media strategy: mobilization before the vote and legitimization of the result immediately after it.
Protagonists and their description
In RT Balkan's coverage of the local elections, four main actors defined the core of the narrative, clearly dividing themselves into blocs. The Serbian List (Srpska Lista) emerged as the central and only supported protagonist. The articles portray and "the sole legitimate representative", "the defender of unity" and "the force that will liberate the usurped municipalities". Its leader, like Zlatan Elek, used nationalist rhetoric, presenting the vote as "vote for the survival of the Serbian people in Kosovo."
The main voice from Belgrade was Petar Petkovic, the director of the Office for Kosovo in the Serbian government, who served as the main narrator. He repeatedly used the themes of “pressure,” “persecution,” and "need for national survival", taking considered participation in elections as an act of survival. Petkovic accused Kurti of using “anti-Serb measures"to influence the outcome of the elections and called his visit to the north "provocation and insult". He emphasized that the victory of the Serbian List guarantees the future and survival of Serbs.
On the other hand, Albin Kurti and the Government of Kosovo were positioned as the main antagonists. They were accused of “repression","anti-Serbian politics”, “usurpation of institutions” and “manipulation of the electoral process”. For example, the member of the leadership of the Serbian List, Dragisa Milović, accused the Government of registration of 4.500 new Albanian voters in Gracanica to "change the ethnic structure", while themselves Kurti was criticized for using "anti-Serb measures" to prevent the "resumption of Serbian control".
Finally, Aleksandar Vučić, the leader of Serbia, was repeatedly mentioned as a key supporter of the Serbian List, calling for mass participation and congratulating the victory. He emphasized the increase in Serb voter turnout and highlighted that this victory reflects the integration of the Serbian community into institutions local. Thus, Vučić tried to legitimize the role of the Serbian List as the only choice for Serbs.
Russia Today Balkans' main narratives
The main narratives in RT Balkans' coverage transformed the electoral process in Kosovo into a saga about national destiny.
First, the elections were portrayed as a “battle for survival” and a “return.” Voting was presented not as a municipal election, but as a moral and political obligation for “the survival of the Serbian people in Kosovo"and as a means to"the restoration of Serbian control" in the four municipalities in northern Kosovo. This rhetoric served to legitimize the need for participation of the Serbian List after leaving the institutions.
Second, a crucial element was “institutional pressure and censorship from Pristina.” The articles repeatedly emphasized that the elections were held under “pressure”And“terror”. This was illustrated with specific charges, including attempted detention. Serbian List campaign spot by the Media Commission and the initial decision of the CEC to ban the accreditation of Serbian media.
Third, for ethnic mobilization, the narrative of “the risk of ethnic change and assimilation” was used. It was claimed that 4.500 new Albanian voters registered in Gracanica to “change the ethnic structure”, while the formation of the “Albanian Alliance” in Gracanica was interpreted as a united Albanian effort to limit Serbian political influenceThis was linked to administrative interventions, such as publication of the guide for "foreigners" (Serbs) in Kosovo.
Finally, the success of the Serbian List was glorified as a triumph of “Serbian unity and Kurti’s failure.” The victories in nine out of ten Serbian municipalities were interpreted as “victory of unity"and they presented themselves as "failure of Albin Kurti's regime", aiming injecting Serbian legitimacy into local governance after a period of withdrawal from institutions.
