The Discursive Support of Interethnic Conflicts in Kosovo: Transition from Media to Social Media

Abstract

In Kosovo, ethnic identity played a central role in sustaining interethnic conflict until the current decade. Despite the efforts of the international community to reconcile the parties and mediate the political dialogue with Serbia, mistrust between ethnicities has been sustained by a history of tensed relations, identity politics, but also, to a significant extent, through the media and after the digitalization of communication – through social media. The paper problematizes on the role that mass media and social media have played in the ethnicization of conflicts and manifestation of ethnic hate speech, arguing that while the former has been subject to regulation and professionalization, the latter remain to a significant extent spaces that support the continuation of conflict and even the mobilization of groups. In describing the framework of interethnic relations in Kosovo, the history of interethnic relations and the dynamics of post-war events are briefly presented. Subsequently, through the case study and the method of documentary analysis, the paper addresses the role played by the media in amplifying conflicts in the case of the events of March 2004 and the more recent contributions of social networks in the unhindered promotion of ethnic hatred in the case of a political subject – the import of Serbian products into Kosovo. Finally, an argument is built in favour of the need for a more proactive approach of international organizations and local institutions in Kosovo in combating ethnic hate speech promoted via social networks, which can increase tensions in the fragile security environment of the Western Balkans.