Russia’s communication strategy and the EU: why Moscow is winning the battle for soft power in Serbia

Serbia is often viewed as occupying a position midway between the EU and Russia in its relations with the wider world, but what explains the attitudes of Serbian citizens toward each of these potential partners? Jaroslaw Wisniewski writes that a carefully implemented communication strategy has allowed Moscow to successfully cultivate a positive image of Russia among Serbs living throughout the Balkans. He argues that unless the EU can respond with a positive vision of its own, there is a risk of attitudes shifting away from support for the EU and toward the narrative promoted by the Kremlin.