DRUŠTVENI MEDIJI KAO NOVI AKTERI U PROCESU EU INTEGRACIJA: IZMEĐU INFORMISANJA I DEZINFORMACIJA
SOCIAL MEDIA AS NEW ACTORS IN THE EU INTEGRATION PROCESS: BETWEEN INFORMATON AN DESINFORMATION

Summary/Abstract: This paper investigates the role of social media as new actors in the process of EU integration of the countries of the Western Balkans, with a special focus on the two-way dynamic between informing and disinforming the public. The main goal of the research was to analyze how social media shape perceptions of EU integration, and to what extent they contribute to political polarization or the strengthening of democratic debate. The research was conducted through a combination of quantitative content analysis of posts on leading social platforms (Facebook, X/Twitter, Instagram) and qualitative interviews with experts in the field of communications, media and European integration. The results show that social media have a significant influence on the formation of public opinion about the EU, where the informative function is often overshadowed by the spread of misinformation, especially in pre-election and crisis periods The significance of the research is reflected in a better understanding of the communication landscape of EU integration in the digital age and provides a basis for creating more effective public information strategies.

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