How Does Disinformation Target and Affect Interethnic Relations in Kosovo?

Disinformation and misinformation are pervasive issues in Kosovo, where they exploit existing societal divisions and low trust in institutional narratives. Participants in focus groups and interviews largely defined misinformation as unintentional inaccuracies or partial truths spread due to misunderstanding or lack of verification, while disinformation was seen as deliberately misleading information designed to create division.  Though malinformation was not discussed, the distinction between misinformation and disinformation highlights the deliberate nature of the latter in destabilizing interethnic relations.

According to a recent NDI Kosovo survey 67% of Kosovo Serbs believe things are moving in the wrong direction, while 41% of Kosovo Albanians believe the opposite. Kosovo Serbs prioritize unemployment (66%) and interethnic tensions (49%) as their primary issues, while Albanians focus more on unemployment (77%) and corruption (56%). There is a significant disparity in perceptions of interethnic relations, while 65% of Kosovo Serbs expect relations to worsen, 53% of Kosovo Albanians are optimistic about improvement. Media consumption is heavily segmented by ethnicity with 79% of the Kosovo Serbs relying on Serbian TV stations daily, with 66% expressing trust in these outlets. Kosovo Albanian respondents primarily use Kosovo TV stations (86%) and social media (50%) as information sources. Trust in information sources remains low across ethnic groups, with reliance on personal networks (friends and family) common for fact-checking.2 Kosovo Serbian community widely believe in disinformation narratives, such as claims of ethnic cleansing plans and mistreatment by Kosovo Police during incidents like the Banjska terrorist attack. Among Kosovo Albanians, skepticism about these narratives is higher, reflecting ethnic polarization.

A significant factor enabling both misinformation and disinformation is the skepticism toward institutional narratives—whether from the government, international organizations, or national media. These institutions are widely viewed as biased or agenda-driven, misaligned with the priorities of local communities. Conversely, reliance on familiar sources, such as ethnically divided local news outlets and word-of-mouth communication, exacerbates separation and distrust. These sources, while perceived as relatable and acting in the community’s best interest, are often biased, incomplete, or inaccurate, further reinforcing community echo chambers.

Relations between Kosovar Albanians and Kosovar Serbs are frequently manipulated through disinformation to fuel distrust. Actions by the Kosovo Government impacting the Serbian community—such as institutional closures—are framed in Serbian media as ethnic discrimination or even “ethnic cleansing.” Similarly, uncontextualized or sensationalized reports about past events, like the fabricated claim of Albanian children being drowned by Serbs, continue to inflame ethnic hostility. These narratives exploit the unresolved history, reinforcing grievances that hinder reconciliation efforts.

Socio-economic hardships, such as high poverty rates and employment gaps, increase susceptibility to disinformation. According to the 2024 Democracy Plus Vulnerability Index, which saw Kosovo’s vulnerability score rise from 41 to 57, economic instability makes individuals more receptive to emotionally charged misinformation.3 Limited access to quality education weakens critical thinking and media literacy, leaving many unable to identify biased information. The National Democratic Institute in their report on Information Integrity in Kosovo Assessment of the Political Economy of Disinformation (July 2022) found that the education system insufficiently prepares citizens for assessing online disinformation, further enhancing vulnerability.

The issue of disinformation is not merely a challenge of modern information ecosystems; it is a deliberate strategy employed by internal and external actors to destabilize communities and undermine democratic governance. As digital platforms expand access to information, they also facilitate the rapid spread of false narratives, making it increasingly difficult for communities to discern fact from fiction. This report addresses these challenges with a focus on their implications for interethnic relations between Kosovo Albanians and Serbs.

This report is grounded in qualitative research, incorporating insights from two primary sources: Two focus group discussions were conducted with a total of fifteen participants, comprising a mix of Kosovo Albanians and Kosovo Serbs. These discussions provided a grassroots perspective on how disinformation affects interethnic dynamics, exploring lived experiences, perceptions, and community-level challenges. Additionally, nine in-depth interviews were conducted with a diverse range of stakeholders, including local and international experts, representatives from civil society, and government officials. These interviews offered expert insights into the structural, cultural, and political dimensions of disinformation in Kosovo.

The combination of these approaches ensures a nuanced understanding of the issue, capturing both macro-level trends and micro-level experiences. The findings are contextualized within existing literature and complemented by statistical data from surveys and prior studies.

The report is structured as follows: A detailed analysis of the main themes and insights that emerged from the focus groups and interviews, highlighting the impact of disinformation on interethnic relations, institutional trust, and reconciliation efforts. The next section explores the structural, cultural, and political factors that make Kosovo particularly susceptible to disinformation. A breakdown of the primary methods and stories used in disinformation campaigns, including the roles of media, political actors, and diaspora communities, is also included. An assessment of how disinformation influences community dynamics, perpetuates stereotypes, and undermines peacebuilding initiatives.

Kosovo’s ongoing efforts at normalization of relations with Serbia make the issue of disinformation particularly salient. Disinformation not only perpetuates division but also undermines trust in institutions and mediation efforts to normalize relations between Kosovo and Serbia. By addressing the mechanisms and impacts of disinformation, this report seeks to contribute to a deeper understanding of how to better counter disinformation targeting interethnic relations, in order to foster a cohesive and democratic society.

The findings and recommendations presented here are intended to serve as a resource for policymakers, civil society organizations, media practitioners, and international actors working to promote peace and reconciliation in Kosovo. At its core, this report emphasizes the importance of fostering resilience against disinformation where interethnic relations are characterized by trust, cooperation, and mutual respect.

The research paper “Understanding How Disinformation Targets and Affects Interethnic Relations in Kosovo” is implemented with the support of the National Democratic Institute (NDI) and United States Agency for International Development (USAID), in Kosovo. The content of this research paper belongs to the Kosovar Center for Security Studies and does not necessarily reflect the position and stances of NDI and USAID.

The report in Serbian can be accessed here: Kako dezinformacije ciljaju i utiču na međuetničke odnose na Kosovu?