Date of Award

Winter 2-1-2024

Degree Name

Bachelor of Arts (BA)

Advisor(s)

Olena Nikolayenko

Second Advisor

Caley Johnson, Ph.D.

Abstract

As authoritarian regimes work to manipulate perceptions of democracy and frame themselves as an alternative, an in-depth analysis of image building is necessary to advance our understanding of world politics. Russia has served as a perpetrator in Serbia’s increasingly negative perceptions of the European Union. Through tactics such as political rhetoric, demonstrated through the Russian Foreign Ministry, Russia has carried out an information campaign with the intent to shift public attitudes towards the EU. This thesis evaluates the rhetorical strategies used by the Russian Foreign Ministry to project a negative image of the EU whilst illuminating an ideal image of Russia. By analyzing statements, interviews, conferences, and briefings carried out by the Russian Foreign Ministry regarding Serbia, I uncovered five themes centered on anti-EU rhetoric and pro-Russian image framing. An analysis of rhetoric noted a surge in anti-EU rhetoric following the EU Council’s Conclusions on the Enlargement and Stabilization and Association Process. Authoritarian regimes such as Russia have taken advantage of these gaps, in addition to already growing anti-EU sentiment in Serbia, to shift Serbia away from its EU ambitions. These findings have implications for our understanding of political communication and international relations. In order to prevent mass public opinion shift in Serbia that could undermine democracy, the EU and Serbia must foster a cooperative negotiation process. In addition, the EU should assist in initiatives to promote rule of law and democracy in Serbia whilst countering Russian propaganda carried out in the region.

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