How the citizens of the Western Balkans see China: In Serbia, the picture is positive, sometimes with the wrong conclusion

 

Economic relations are the leading aspect of cooperation, and political, cultural and social relations are also developing in parallel, which makes China more and more visible to citizens throughout the region. Although generally unknown, and far from the immediate sphere of interest embodied in the European Union and the Western Balkan region, with an increased level of local presence, China has become an object of observation by the interested public, as well as citizens of the countries of the region.

 

An insight into public opinion

 

The perception of China as an actor varies from country to country. A regional poll conducted by the International Republican Institute (IRI) provides concrete insight into this. According to this research, 14 percent of Serbian citizens named China as their most important partner, and Serbia is the only country in which China is mentioned in this capacity. This attitude is supported by as many as 88 percent of Serbian citizens who see China in a positive context, while only 10 percent see China partially or very negatively.

Comparatively, the citizens of Serbia see only Russia this way, with an equal percentage of positive and negative perceptions, while, for example, the United States of America is viewed positively by only 22 percent of citizens, while a large 75 percent have a negative perception. The European Union was not the subject of this research.

It is interesting how the citizens of Montenegro view China. Although less represented as an actor, with a significantly lower level of economic presence and a relatively recent negative experience with the impact of China's Chinese loan on the financial stability of the state, 66 percent of citizens see China in a positive context.

What makes it different from Serbia is that even 31 percent view it negatively. It is important to note that of the 66 percent of citizens who declared that they see China in a positive context, only 17 percent of them said that they see China as a very positive actor, while 49 percent stated that they see it as positive to a certain extent. There is also an obvious difference compared to Serbia, where 49 percent of citizens said they see China extremely positively, and 39 percent somewhat positively.

In Bosnia and Herzegovina and North Macedonia, China does not have an explicitly negative connotation, with 53 percent of BiH citizens stating that they see China somewhat or extremely positively, while in North Macedonia the situation is similar with 56 percent of citizens who supported this view. The difference is obvious in Kosovo and Albania. The percentage of Kosovo residents included in this survey who stated that they view China positively is only 18, while in Albania that number is slightly higher and amounts to 43 percent.

The research also delves deeply into the topic of China's economic presence, with a focus on foreign direct investment. Zooming in on Serbia, as a country with the most significant level of economic cooperation with China in the region, as many as 66 percent of Serbian citizens stated that they know about some of the Chinese investments in their country.

However, the largest number of citizens, as many as 34 percent, incorrectly state investments in infrastructure, one of the biggest misconceptions about cooperation with China, because in the case of infrastructure projects, cooperation is realized in the form of financial arrangements, not as an investment.

In second place, now correctly, is the investment of Ziđin mining in Bor, followed by investments in industry, railway reconstruction (again, a loan, not an investment), and the purchase of an ironworks in Smederevo.

Compared to Serbia, no other country is even close in terms of the level of citizens' awareness of the presence of Chinese investments in the country.

In the second position are the citizens of Montenegro, where 30 percent of them stated that they were aware of Chinese investments in the country, but within that percentage, 66 percent of them cited the construction project of the Bar-Boljare highway, which indicates that misconceptions related to the Chinese presence in region go beyond the borders of Serbia, and it is important to point out them in other countries as well, even though they are not directly included in specific cases.

In the end, it is important to gain insight into the context in which the mentioned investments are viewed, whether as something that contributes to the development of the state's economy or comes with certain consequences. In Serbia, 53 percent of citizens believe that Chinese investments refer primarily to economic benefits for both sides, Serbia and China, while as many as 31 percent of citizens surveyed state that they believe that economic cooperation comes with certain political demands and expectations.

In Montenegro, on the other hand, almost a third of citizens think that economic benefit is the goal of economic cooperation, only a few percent more believe that it comes with political demands, and almost a fifth of citizens think that the goal of investment is to spread influence and gain control over certain elements of the state.

 

The role of the media in creating the perception of China

 

It is important to understand why citizens have this kind of perception of cooperation with China.

It is obvious that there is a difference between countries in the level of development of relations with China and the perception of citizens. Serbia represents, to a certain extent, an isolated case, and from the other countries of the region, an interesting example can be found in the case of Montenegro.

In this country, China is not an everyday topic and is not on the agenda as often as in the case of its northern neighbor. The country has also clearly defined its Euro-Atlantic orientation, and is a member of the NATO alliance. In the end, it is obvious that a certain percentage of citizens have not forgotten what kind of problems the state got into because of a loan that came due in a very complex period of time, and put Montenegro in a situation where it has to seek help and ways to solve the debt crisis on the international stage.  

In Serbia, the situation is significantly different.

First of all, China is perceived in a positive context by the majority of citizens due to the high level of cooperation with the representatives of the ruling majority, institutionalized cooperation and media presence, which is embodied to a lesser extent in media content created by Chinese media houses, and in a significantly higher percentage by popular domestic media, primarily those who advocate an editorial policy that promotes the work of the Government of the Republic of Serbia and prominent leaders.

Narratives about China as a country that helps the economic development of Serbia are dominant in the presentation of the partnership, and among the dominant media you will rarely find positions that observe China through a critically oriented prism.

The context in which the media work that are classified as independent and try to objectively observe the entire development of relations - both the one that undoubtedly had some benefits for bilateral cooperation and the one that had negative consequences for various aspects of society (lack of transparency, environmental pollution , poor treatment of the workforce) do not have the level of influence that the mainstream media has - it facilitates the creation of a dominantly positive perception of China among the citizens of Serbia.

In previous years, China's presence on the media scene of Serbia and Montenegro has gradually grown, providing a clear insight into the evolving geopolitical dynamics of the region.

The media monitoring report covering the period from September to October 2024 reveals great differences in the way China's activities, investments and diplomatic engagements are portrayed in the central news programs of these countries. While the tone of reporting is generally positive, Serbia has become the scene for extensive discussion about China, while the presence of China in Montenegrin media has remained limited and often peripheral.

Case study Serbia: China as a strategic partner

The media report of the Birodi organization, which covers the period between September 1 and 30, 2024, indicates that 59 reports were broadcast on the most popular Serbian television channels, including televisions with the national frequency RTS1, Pink, Happy, Prva and B92. China is mentioned.

In comparison, only two reports were broadcast on the Montenegrin public services TV RTCG and TV Vijesti, which emphasizes the peripheral role of China in the Montenegrin media.

The frequency and prominence of China in Serbian media reflects its growing geopolitical and economic influence in the country. A significant part of the report was broadcast on the public service RTS (32.8%), while other television stations such as TV Prva (25.9%) and TV Happy (19%) followed this trend. This also points to the argument that China as a topic is not unknown among the largest media houses in Serbia, and that it has reach to a large number of viewers and readers.

 

Also, out of the total number of contributions, exactly half only mentioned China within the broader topic, while the other half had the topic of China in their focus. The total time devoted to China was four hours and twelve minutes, of which most of the time was devoted only to brief mentions. This is also defined by the fact that the BRICS summit was also held in this period, and that China, as one of the members, was the focus of a large number of articles and reports, without focusing on it as an individual actor.

The portrayal of China in the Serbian media mainly falls into three categories: geopolitics, economic relations and political diplomacy.

Geopolitics (32.8% of reports) focused on China's relations with global superpowers, particularly the United States and Russia, as well as its stance on the war in Ukraine. These reports often portray China as a rising power seeking to increase its influence on global political dynamics. The reports coming from the most popular, mainstream media are in line with the narratives and messages that China is trying to place on a global level, and it can be said that Serbia is a particularly fertile and favorable ground for the amplification of propaganda messages, primarily due to the compliance of the authorities in Serbia with such by interpreting China's role, both at the global level and in bilateral relations.

Economic relations are the second most important (24.1%) in reporting, with details on Chinese investments and business ties in Serbia, which have grown significantly in the last decade.

In the political category (19%), bilateral relations, the role of Chinese leadership in Serbian politics and common political goals are often discussed, especially in opposition to Western influence.

A significant part of the media coverage (15.5%) was dedicated to economic cooperation between Serbia and China, especially in the field of infrastructure. Reports on Chinese investments in railways, roads and energy projects have often highlighted the long-term implications of these projects for the development of Serbia and its integration into the wider European infrastructure system. The opening of the Linglong factory in Zrenjanin was one of the key events that caused considerable media attention, emphasizing how the economic and environmental dimensions of Chinese engagement affect Serbia.

It is important to emphasize that a large number of these reports actually conveyed the statements of Linglong company officials and officials of the Republic of Serbia who attended the opening of the company, and that it is actually about amplifying the political messages that the government in Serbia wanted to send through this event.

Politically, China is portrayed as a strong ally, and Serbian officials, such as Foreign Minister Ivica Dačić, often emphasize the "iron friendship" between the two countries. Additionally, China and its actors are predominantly presented in a positive light in the reports. Out of a total of 32 minutes and 15 seconds during which China is discussed, the reporting tone is positive in as much as 89.9% of the time.

A similar pattern is noticeable in the analysis of reporting on individual actors from China. Although they are represented in shorter time intervals, a positive tone prevails in these segments as well.

From the above data, it is easy to conclude that China has no problem with the image created about it by the popular media in Serbia.

The dominant positive presentation created an image of China as a "friendly country" that is ready to help Serbia, as a country that encourages economic development and supports important political interests, such as respect for the principle of territorial integrity - a sentence that can be found in every press release of political of the leader of Serbia after the meeting with Chinese partners.

Also, it is possible to draw the conclusion that the biggest contributors to China's promotion in Serbia are the decision makers embodied in political leaders in the highest positions in Serbia. The reasons for this type of promotion are multiple. There is a prevailing need to promote the narrative about the economic development of the country, where cooperation with China is presented as one of the catalysts of development.

Promotion through media narratives is evident through the percentages related to the economic cooperation between the two countries, and it can be said that the promotion of China is to some extent a passive promotion, where the primary presentation of the decision makers in Serbia is as a facilitator of development. The gain for the ruling elite is twofold, on the one hand, personal promotion and sending of important political messages is done, while on the other hand, points are scored with a reliable partner who enables political interests to be implemented.

 

Case study of Montenegro: A more cautious approach

The contrast with Serbia is the situation in Montenegro.

 

Media coverage of China in Montenegro was significantly more moderate. During the period from September to October 2024, only two reports on China were broadcast on the Montenegrin public service RTCG, compared to a larger number of reports on private channels such as Nova M and Prva CG. Nevertheless, the topic of China is still peripheral in the Montenegrin media, with only nine out of 24 reports being fully devoted to this topic.

The coverage of topics in which China is mentioned in the Montenegrin media was wider, including international topics such as China's relations with North Korea, Taiwan and the European Union. Reports on China's role at the BRICS summit and its role in proposing a solution to the war in Ukraine were a significant part of the coverage. Compared to Serbia, media coverage in Montenegro remained neutral, with 70.1 percent of reports moderate in tone, and Chinese leadership, including President Xi Jinping, portrayed favorably, but only briefly.

As the global balance of power continues to shift, both Serbia and Montenegro find themselves in a delicate geopolitical position.

In Serbia, Chinese influence is mainly seen as a strategic opportunity to improve economic development and strengthen political alliances, especially if the reduction in the level of democracy leads to the conclusion that Serbia is moving away from the sphere of influence of the European Union. Media in Serbia wholeheartedly accept the growing role of China, portraying it as a natural and useful partner, especially in the field of infrastructure and international diplomacy.

In Montenegro, however, relations with China remain nuanced. Although economic and geopolitical relations with China are acknowledged, Montenegrin media remain wary of China's global ambitions, especially in connection with its connection with Russia. Concerns about China's promotion of authoritarian political narratives and its growing influence on global security and regional stability have been a key theme in reports on China-Montenegro relations.

 

How to proceed?

 

As China's influence grows on a global level, it will probably become more and more important in the media and political discussions in the Balkans.

In Serbia, China is already positioned as a key partner in the country's development and foreign policy action, and the media will continue to reinforce this narrative, as long as the relationship remains mutually beneficial. In Montenegro, however, China's role remains carefully balanced, with growing recognition of its economic importance, but also increasing attention to the political and security implications of deeper ties.

The reason for this is real coalitions and defined foreign policy directions.

While Serbia continues to promote its multi-vector approach to foreign policy relations, and positions membership in the European Union as a priority, while simultaneously developing relations with other partners, Montenegro has a more clearly defined orientation towards its transatlantic friends, embodied among other things in its membership in the NATO alliance.

Ultimately, the future of Chinese engagement in Serbia and Montenegro will depend not only on political and economic decisions, but also on how the media in both countries continue to portray China's growing influence in the region. This will further be defined by the level of democratic practices in the states of the region, and the level of media freedom.

If the main role of the most popular media, especially in Serbia, remains the promotion of political elites in power, and not objective reporting, the image of China will be presented the way political leaders want it. If there is a change in the narrative and certain positive developments in the field of raising the level of democratic practices, we can expect an approach that is more critical, if not towards the entire presence of China, then at least towards those corrosive aspects of its presence in the Western Balkans region.

 

CONCLUSION

The analysis deals with the perception that citizens of the Western Balkans, but primarily Serbia and Montenegro, have of China. The focus on Serbia is understandable because it is a country that is presented in public as a key partner of China in the Western Balkans. If we take into account the media narratives, especially by the media close to the ruling structures in Serbia and Montenegro, it is not surprising that China is perceived very positively in Serbia and partly in Montenegro. In other Western Balkan countries, the very positive perception of China by citizens is present to a lesser extent than in these two countries.

Of particular interest is the part of the research that related to Chinese investments in Serbia and Montenegro, where citizens cited infrastructure projects that are being implemented by Chinese companies with money from Chinese creditors, which is, therefore, not an investment but a loan. Such a perception of the citizens of Serbia and Montenegro is largely influenced by the media close to the ruling structures, which rarely or almost never deal with the details of signed contracts, which are usually unknown to the general public. Even when it comes to specific investments by Chinese companies (the Zinjin Mine in Bor, for example), media close to the ruling structures do not talk about the non-compliance with domestic and international legislation when it comes to, for example, the protection of the environment and the health of the population. The positive image of China, which is broadcast in Serbia by national media, is dominantly created by representatives of government institutions in Serbia and partly in Montenegro.

At the same time, NGOs and independent media that deal with the problems of non-transparent and suspicious business operations of Chinese companies or unknowns related to contracts with Chinese creditors, have no support from either the ruling structures or public broadcasters.

All of the above indicates that citizens, specifically in Serbia and Montenegro, have a somewhat distorted image of the role that China has in their countries, so it is not surprising that the majority of respondents in these countries experience China very positively.

Send feedback

5,000 character limit. Use the arrows to translate more