Russian Information Presence at the Balkans: Challenges and Prospects

Abstract

AT THE BALKANS: CHALLENGES AND PROSPECTS Evgeny N. Pashentsev1 Abstract: The article seeks to explore the role and the channels of Russia’s information presence in the Balkans. Focusing first of all on the activity of the Russian media in the region, it also describes the activity of Russian public diplomacy institutions, foundations, public organizations, scientific associations, etc., which have developed a collaboration with civil society institutions of the Balkan countries in the interest of bilateral and multilateral cooperation. When implementing strategic communication, the main attribution is the “synchronization of words” (information support of the state course) and “deeds” (long-term public policy) and how they will be perceived by target audiences. Thus, the very actions of the Russian state and its various representatives (both officials and a wide range of non-state actors), undertaken both in Russia and the Balkans, constantly project certain meanings into the minds of the audience. The most significant will be projections of real cases that objectively benefit both Russia and the Balkan countries themselves, for example, the creation of high-tech jobs and assistance in crisis situations. Not only are new crises dangerous for Russia, but it is important for Russia not to lose the opportunities to strengthen relations with the Balkan countries and with all other countries that do not want to see Europe and the Balkans as only a chessboard of the great powers, or even worse the possible battlefield of a WW3.