THE ASYMMETRIC BATTLE FOR INFLUENCE IN THE BALKANS
Keywords:
Balkans, media, soft power, influence, public, civil societyAbstract
In the new world order the nature od international relations changes as well as the nature of national power instruments. Rapid integration of advanced technologies into communication systems and security strategies produces a soft power, which becomes much more effective by its devastating psychological impact than any military force. In new social environment, everything changes and adapts to communication effect, during which process media sensations, speculations, spinning and images come to the fore. If in the industrial society the key factor of managing was domination of the sea and air, today it is the monitoring of communication flow, by which managing consciousness is provided. The global media giants (American CNN, Russian Russia Today and Qatar Al Jazeera) sudden interest for an active role in Balkans, indicates strategic interests in this area, but it also indicates a preparation for post-war reconstruction which shall limit the sovereignty of local governments. Those who creates public flow of symbols and its meanings (mainstream) wins on idea market, but small nations have not learned lessons that have cost them dearly in the past.
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