Facebook and Political Polarization: An Analysis of the Social Media Impact on the Kosovo-Serbia Dialogue



This article aims to analyse the power and the impact of social media on internal polarization and political mobilization by observing the Kosovo-Serbia dialogue. Based on a theoretical framework on polarization, populism, and political mobilization, the article discusses the link between the use of social media and the support or rejection of the normalization of relations between the two countries. The analysis focuses on the most sensitive phase of the dialogue, in order to identify and examine the polarizing messages, populist content, and political mobilization used by institutional and opposition leaders in Kosovo. The results of this research show that Kosovo leaders follow conflicting and contrasting goals, viewpoints and positions, creating deep divisions among the public opinion and society internally, which will significantly undermine the prospects for a sustainable peace with Serbia.

Keywords: Social media; Polarization; Political mobilization; Kosovo-Serbia dialogue; Peace.

DOI: 10.24193/jmr.32.6