Democracy Under Siege: Disinformation and the Fight for Information Integrity in the Western Balkans
The Western Balkans faces a growing threat from disinformation, a challenge exacerbated by low media literacy and the pervasive nature of social media. At the Metamorphosis International Conference, experts from the region convened to discuss the precarious state of democracy in the face of this digital onslaught, focusing on fact-checking, content moderation, and the role of businesses in upholding information integrity. The consensus was clear: a multi-pronged approach is urgently needed, encompassing education, legislative action, and corporate responsibility.
The vulnerability of the region was highlighted by Jona Plumbi of Faktoje, an Albanian fact-checking organization. Plumbi emphasized the lack of preparedness to combat disinformation, particularly with impending parliamentary elections. This unpreparedness is compounded by low media literacy levels, prompting Faktoje to collaborate with the University of Tirana to integrate media literacy into education. Another key challenge is reaching audiences consumed by short-form content on platforms like TikTok, where nuanced analyses struggle to compete with easily digestible, often misleading, snippets. This highlights the need for innovative approaches to fact-checking and dissemination of accurate information.
The complexities of platform accountability and the limitations of self-regulation were also discussed. Maida Ćulahović of "Why Not" in Bosnia and Herzegovina shared their experience with Meta’s platforms, revealing a dismal success rate in reporting disinformation and harmful content. Despite following established codes of practice, the platforms demonstrated little responsiveness, underscoring the urgent need for clear legislation to compel platforms to take meaningful action against disinformation. This sentiment was echoed by Nacho Strigulev of Blue Link, Bulgaria, who emphasized the profit-driven nature of social media platforms, which often prioritizes engagement over truth and democratic values.
The pervasive influence of algorithms and the rise of artificial intelligence pose further challenges. Strigulev highlighted the manipulation potential of algorithms, particularly during elections, and the need for regulation. The proliferation of AI-powered chatbots, some linked to Kremlin-backed disinformation networks, adds another layer of complexity to the fight against false narratives. The sheer volume of disinformation being generated, as exemplified by the “Pravda” network’s millions of articles, necessitates robust countermeasures.
The link between hate speech and disinformation was underscored by Despina Kovachevska of the Metamorphosis Foundation. She argued that hate speech provides fertile ground for disinformation to flourish, exacerbating societal biases and stigmatization. The pursuit of clicks and profits by unprofessional media outlets further fuels this cycle, demanding a renewed focus on ethical journalism and fact-based reporting. The Digital Services Act (DSA) emerged as a potential solution, offering a framework for harmonizing domestic laws within the EU accession process. The speakers stressed the importance of inclusive and transparent implementation of the DSA to ensure the Western Balkans is taken seriously by major platforms.
The conference also addressed the role of businesses in fostering information integrity. Dragan Kremer, a media expert, moderated a discussion on "The Business Case for Information Integrity," highlighting instances where companies have withdrawn advertising from media outlets propagating disinformation, hate speech, and xenophobia. This "voting with your wallet" approach demonstrates the power of corporate responsibility in shaping the media landscape. Rasha Nedeljkov of Serbia’s Crta provided the example of Happy TV, where brands pulled their ads following the dissemination of disinformation related to the war in Ukraine.
However, the impact of advertiser boycotts is multifaceted. Marko Milosavljević, a professor at the University of Ljubljana, cautioned against the potential for misuse of this tactic. He warned that companies could be pressured to withdraw advertising from media outlets promoting fact-checking and transparency, thereby undermining the media ecosystem. This highlights the need for a nuanced understanding of the economic pressures influencing media content and the potential for manipulation.
Government advertising also plays a significant role in media funding, often lacking transparency and favoring established outlets over independent ones. Maja Sever, President of the European Journalist Federation, stressed the need for clear criteria and equitable distribution of public funds to support a diverse and independent media landscape. This is crucial for ensuring that independent voices are not silenced by biased funding practices.
Vladimir Petreski, Editor-in-Chief of Truthmeter.mk, highlighted the complexities of advertiser boycotts in specific contexts, such as Macedonia, where such actions can be misused through SLAPP lawsuits (Strategic Lawsuits Against Public Participation) aimed at silencing critics. He also drew attention to the proliferation of online scams and fraudulent advertisements, demanding concerted efforts to combat these deceptive practices and protect users.
The Metamorphosis International Conference highlighted the urgent need for a comprehensive strategy to combat disinformation in the Western Balkans. This strategy must encompass media literacy education, robust legislation to hold platforms accountable, ethical business practices, and transparent government advertising policies. The fight for information integrity is a battle for the future of democracy in the region, requiring collaborative efforts from governments, civil society, media organizations, and the private sector.