Digitalni mediji i percepcija vojnog poziva: algoritamska personalizacija i eho-komore u Jugoistočnoj Europi
Digital media and the perception of military calling: algorithmic personalization and echo chambers in Southeastern Europe

Summary/Abstract: This paper examines the impact of algorithmic personalization and echo chambers on young people’s perceptions of military service in Southeast Europe, with a focus on the differences between EU and non-EU states. The research investigates how digital media shapes attitudes toward military careers within the region’s historical, cultural, and socio-economic contexts. A qualitative analysis of social media campaigns reveals key narratives and communication strategies. In EU states like Croatia and Slovenia, the emphasis is on professional growth and international cooperation, while non-EU countries such as Serbia and Bosnia and Herzegovina stress themes of patriotism. Additionally, socio-economic conditions play a significant role in shaping perceptions, with higher youth unemployment increasing the attractiveness of military service as a pathway to socio-economic advancement. The study supports theories related to media construction of reality, social learning, and framing, and it offers guidelines for adapting military recruitment campaigns to digital environments.

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