The Western Balkans is a region where the past and the present intertwine in a way that makes young people particularly vulnerable to nationalism and propaganda.
The digital environment has become a major battlefield for ideological conflicts, information manipulation, and propaganda in recent years. Nationalism, extremism, and foreign propaganda campaigns are spreading faster than ever, and involved in this process is the most vulnerable group – the young people. They are a generation that obtains its information almost exclusively through the Internet and social networks.
The Western Balkans is a space where historical traumas, unresolved political relations, and ethnic divisions continue to strongly determine social processes. In such an environment, digital platforms have become a major channel for spreading of nationalism, propaganda, and disinformation.
Young people, who obtain their information almost exclusively online, are particularly vulnerable to these narratives. While political manipulation once required organized structures and physical mobilization, today a few viral posts, memes, or short videos are enough to stoke tensions and deepen divisions.
Young people spend more time online than any other age group. Their identity, attitudes and sense of belonging are often formed in digital communities rather than traditional social structures. Experts warn that it is precisely this combination of intense online presence, emotional vulnerability and the search for identity that is the ideal terrain for the spread of extremist and propaganda narratives.
Brian Hughes, deputy director of PERIL (Polarization & Extremism Research & Innovation Lab), points out that today it is almost impossible to avoid encounter with extremist content.
“In the days before computers, a young person would have to be very unlucky to encounter a propagandist who could direct their vulnerabilities towards extremism. Today, that, frankly, is impossible to avoid, because every time we log on, we encounter propaganda and hate speech.”
This statement clearly shows how much the dynamics of radicalization have changed. Young people no longer have to actively search for extremist content – the algorithms are finding those for them.
Why is the Western Balkans particularly sensitive?
The region is still marked by the legacy of the wars of the 1990s, different interpretations of the past and strong ethno-national narratives. Young people are growing up in societies where history is often instrumentalized, and political elites use nationalism as a tool to maintain power. When you add to this an unregulated digital space, the result is an explosive combination.
A research carried out by the Journalift platform shows that young people in the region have difficulty understanding their own reality precisely because they are “overwhelmed by historical disputes, different perceptions of the recent past, and political issues.” It is precisely this confusion and lack of clear landmarks that make them easy targets for manipulative narratives.
In the same report, experts from Serbia, Albania and Montenegro point out that poor education, entrenched prejudices and political narratives are key factors contributing to the growth of nationalism among young people.
Marko Milošević of the Belgrade-based Youth Initiative for Human Rights emphasizes an important distinction. “There must be a clear distinction between patriotism and nationalism, and that line is drawn in justifying or denying violence against others.”
This statement particularly hits the heart of the problem in the Balkans: nationalism is often presented as “protection of identity,” while in fact it is used to normalize exclusivity and glorify war crimes.
Foreign propaganda targets the Balkans: Russian influence as an example
The Western Balkans is also a geopolitical space where the interests of major powers intersect. Russia, according to an analysis by Detector Media, is actively using local narratives to undermine the European integration of the countries of the region. The study showed that six large pro-Russian Telegram channels are spreading “rooted local sensitive narratives and anti-Ukrainian rhetoric” with the aim of destabilizing and strengthening euroscepticism.
These channels target young people, using their digital style of communication – short messages, emotional visuals, and simplified messages that are easy to share.
Source: envato
The “Strengthening Resilience of the Youth against Radicalization in the Western Balkans” regional study shows that young people across the region recognize radicalization as a growing problem, but they often do not understand the mechanisms that lead to it. Research conducted in Bosnia and Herzegovina via a focus groups of young people aged 16 to 24, reveals that young people are exposed to various forms of extremism, but they lack the knowledge to recognize and critically analyze it.
This is particularly worrying because radicalization on the Internet often occurs unnoticed, through humor, irony, gaming communities or “patriotic” sites that gradually introduce more extreme content.
Propaganda and nationalism are not only spread through extremist groups, but also through everyday disinformation. Former US President Barack Obama warned of the danger of normalization of false information. “There is so much active disinformation, packaged very well, and it looks just like legitimate news. If everything looks the same, we won’t know what to protect.”
This statement particularly hits the heart of the problem: young people who don’t read books, newspapers or trusted sources have a hard time distinguishing facts from manipulation. That’s why the Internet has become an ideal environment for the spread of “alternative facts.”
Why are young people in the Balkans particularly vulnerable?
The reasons are multi-layered:
- Lack of quality education – history is often taught selectively, and critical thinking is not sufficiently developed.
- Economic uncertainty – unemployment and a sense of hopelessness make young people more susceptible to narratives that offer “easy solutions”.
- Political instrumentalization of identity – ethno-national elites use youth as a tool for mobilization.
- Digital isolation – young people are informed almost exclusively through social networks, where unverified sources dominate.
The role of algorithms and the platform design
Social media is not neutral. Their algorithms are designed to maximize engagement, and the most engaged content is often the one that evokes strong emotions – anger, fear, frustration. It is precisely such emotions that feed propaganda.
Katie Paul of the Tech Transparency Project warns that platforms are “dangerous by design” because they algorithmically amplify extremist content: “Platforms are targeting youth, amplifying extremism, and profiting in the process.”
She also cites a worrying example of Facebook’s automatic generation of pages for extremist interests, further expanding the reach of propaganda groups.
Another important aspect is the fact that young people are not just passive consumers of propaganda – they are often creators of such content. Alex Newhouse of the Middlebury Institute states that many creators of extremist content are teenagers: “The people creating propaganda are often between the ages of 13 and 21, which means that the platforms and content are already geared towards adolescents.”
This creates a vicious circle: young people create content for other young people, thereby accelerating and normalizing radicalization.
How to resist propaganda in the Western Balkans?
The region urgently needs systemic media literacy programs. Young people must learn:
- how to recognize manipulative narratives
- how to verify the source
- how to understand algorithmic recommendations
- how to distinguish historical facts from political interpretations
Without these skills, young people remain easy targets.
The Western Balkans is a region where the past and the present intertwine in a way that makes young people particularly vulnerable to nationalism and propaganda. The digital space has only accelerated and amplified processes that existed before, but now they operate faster, more aggressively, and more sophisticatedly.
However, solutions exist: education, critical thinking, independent media and responsible institutions can create a generation of young people who will not be trapped in the narratives of the past. The fight against propaganda is not just a technological issue – it is a question of social maturity, political will and the readiness to face our own weaknesses.
In a world where truth is increasingly difficult to discern, the fight against propaganda begins with understanding how it works and why it is so successful. And that understanding is the first step towards a more resilient, informed, and secure society.
