Abstract
This article explores the deepening political, ideological, and strategic ties between Serbia and Russia since 2012 and the way they bolster authoritarian resilience in Serbia and expand Russian influence in the Western Balkans and Europe. It argues that Serbia’s ruling elite, particularly under President Aleksandar Vučić and the pro-Russian Serbian Progressive Party, has leveraged close ties with the Kremlin to consolidate power and resist Western democratic pressures. In return, Russia gains a geopolitical foothold in a key region bordering the European Union (EU) and NATO. The article examines the way in which state-sponsored and pro-regime non-state actors complement official narratives and bilateral deals involving energy and defense by advancing nationalist narratives and promoting a “civilizational” connection, further reinforced by the concepts of the “Russian World” and “Serbian World.” Despite economic dependence on the EU, Serbia’s alignment with Russia signals a pragmatic challenge to Western influence—an asymmetry that risks turning Serbia into a geopolitical outlier, estranged from democratic norms and vulnerable to external manipulation. The study contributes to the literature on hybrid regimes, foreign influence, and authoritarian consolidation, while underscoring the need for a more assertive EU strategy in the Western Balkans.
Introduction
In May 2025, Serbian President Aleksandar Vučić attended Victory Day parade in Moscow, despite warnings from the European Union (EU). He claimed that he had already given his word to Russian President Vladimir Putin, and the EU’s objection was rooted in the Kremlin’s continued aggression against Ukraine. 1 In September 2024, while addressing Putin, Serbian Deputy Prime Minister Aleksandar Vulin stated that “Serbia would not exist, had Russia failed to persevere throughout all these centuries,” assuring him that Serbia was Russia’s “ally” and “strategic partner,” and that “Serbia has not taken part and will never contribute to the anti-Russia hysteria.” 2 While such statements show respect, (covert) submission, or request for sheltering, they also reveal Russia’s contentment and drive for domination. In fact, Russia made its interests clear even before the pro-Russian Serbian Progressive Party (SNS) had the opportunity to dominate national politics. For instance, in 2009, President Dmitry Medvedev declared in Belgrade that Moscow sought long-term engagement in the region, while the Russian Ambassador to Serbia Aleksandr Konuzin warned the Serbian authorities that their country could not join NATO while also counting on endless Russian support. Such an approach “marked a sharp turn” while “the new and more assertive rhetoric suggest[ed] Russia’s willingness to engage in ‘infighting’ the Western military and energy security interests.” 3
Covering 2012–2025, a period marked by the emergence, rapid expansion, and state capture agenda of the SNS, this article examines the connection between Belgrade and Moscow, focusing both on the Serbian regime’s reliance on the Kremlin to strengthen its grip on power and on Russia’s growing presence in Serbia, the Balkans, and Europe. 4 This analysis contributes to knowledge by focusing primarily on the mutual benefits stemming from the efforts of non-state and state-sponsored actors, as well as pro-regime media outlets to shape public perception of current affairs and to boost national and nationalist sentiments. 5 For example, to channel its influence, the Kremlin has relied on the Russian World Foundation, the Gorchakov Public Diplomacy Fund, the Russian Institute of Strategic Studies, the Russian-Serbian Humanitarian Center, and the Russian Centre of Science and Culture. 6 In 2020, the Serbian regime introduced the “Serbian World” concept, which draws on the “Russian World” inaugurated in 2007 to consolidate national interests by influencing both publics and policymakers in the near abroad and the West. 7 The two worlds, each in its own way, see the West as a potential threat, if not as the negative Other.
These concepts are key pillars of the Russia–Serbia nexus, serving to complement bilateral agreements in energy and defense, and to advance both states’ strategic relevance vis-a-vis the West as potential alternatives. The article offers insight into the role of state-sponsored and pro-regime non-state actors, deployed to consolidate power domestically in Serbia and to expand Russia’s geopolitical influence. Understanding this dynamic illuminates the link between authoritarian resilience and foreign alignment, and the Vučić regime’s ability to leverage ties with the Kremlin to strengthen authoritarianism and resist Western democratic pressures, thereby contributing to the literature on hybrid regimes and authoritarian consolidation, or Serbia’s prospects for political change and closer alignment with the EU and the West. The study further contributes to the understanding of the power mechanisms Russia employs to exert influence in other countries. By highlighting the obstacles to EU integration, it also informs EU policymakers about competing geopolitical agendas and underscores the need for a more robust and proactive EU strategy.
The article starts with an overview of the main debates surrounding Russia’s interests in Serbia and the latter’s receptive stance, and then turns to theoretical and methodological considerations. The core of the analysis focuses on power consolidation and the mechanisms through which both Russia and Serbia have sought to benefit from strategic alignment and preferential treatment. The role of state rhetoric, state-sponsored actors, and easily co-opted non-state actors in shaping or even controlling public opinion is examined. Where appropriate, the analysis presents the two states’ agendas separately to highlight their convergences and divergences. The conclusion outlines the defining features of the Russia–Serbia nexus, offering insights about the broader consequences of Russian leverage in Serbia, and with potential implications for future policymaking in the Western Balkans.
The State of the Debate
After the collapse of the Soviet Union in 1991, the Russian Federation faced three possible scenarios regarding the future of Europe: (1) one Europe, characterized by a pan-European economic, political, and security system; (2) a EU-Russian balance, with the understanding that the former Warsaw Pact states would seek EU membership at some point; and (3) the newly found U.S. hegemony, largely corresponding to NATO’s expansion with the inclusion of the former Soviet satellite states. 8 At the same time, after the collapse of the Yugoslav federation in 1992, Russia attended the inauguration of the Federal Republic of Yugoslavia (FRY) formed by the republics of Serbia and Montenegro, an event boycotted by all Western nations except Greece. 9 For Yuliy Vorontsov, the Russian representative to the United Nations, the Kremlin was doing “its utmost to strengthen the traditional links of friendship and cooperation with the Yugoslav peoples, to restore peace to their land and to guarantee their freedom and independence.” 10
Looking more closely at the post-Yugoslav context, some accounts suggested that Russia’s presence in the Balkans “should implicitly be considered the country’s most significant regional interest”; apart from being “regarded as necessary in order not to let the developments in the area be controlled completely by other international actors,” such a presence “might represent the only area outside the territory of the former USSR in which Russia has a chance to achieve results that are not available to other external actors.” 11 This standpoint goes hand in hand with the argument maintaining that “Russia is the only world power that regularly reiterates its readiness to offer Serbia guarantees that Kosovo will never gain full international recognition,” which in return “fuels Russian popularity in Serbian society and makes it extremely difficult for any Serbian government to take anti-Russian steps.” 12 Both the Kremlin and the Russian public opposed the 1999 NATO bombing of Serbia, a stance later reinforced by statements describing the FRY as “Russia’s closest ally [in the Balkans], primarily because of its anti-NATO orientation,” and by Russia’s commitment to provide aid and invest in the Serbian energy sector. 13
In contrast to the Serbian perception of the West, which ranges from negative to positive, or from confrontation to cooperation, attitudes toward Russia have remained consistently positive. During the Yugoslav state crisis—especially during the final war of Yugoslavia’s dissolution (1998/99)—the Serbian leadership relied on support from Moscow, which backed Belgrade’s resolve to oppose Kosovo’s unilateral declaration of independence. 14 Following Kosovo’s 2008 decision to secede, the Russian government submitted a 40-page statement to the International Court of Justice, arguing that the move “is not in accordance with international law.” 15 In March 2011, during a visit to Serbia, Putin reaffirmed Russia’s willingness to support the Kosovo policy of its South Slavic brothers, rooted in “the two countries’ long history of relations and their closeness.” 16
The Kremlin has repeatedly portrayed Russians and Serbs as “spiritual brothers” or claimed that “Kosovo echoes in the hearts of all Russians with the same pain as it does in [Serbian] hearts.”
17
The Kosovo crisis has been so extensively exploited that “the [1999] Kosovo War can best be explained by the application of a constructivist approach to international relations.”
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Such statements frame Russia as a credible partner, capable of challenging the established Western norms and values. Besides being portrayed as an enemy spreading sociocultural ideals that undermine the Kremlin’s credibility, the West is also discussed as a threat to national security, justifying the need for further armament.
19
By promoting Russia as an Orthodox nation, the Kremlin sees Serbia’s Orthodoxy as fertile ground for invoking unalienable kinship and criticizing the West. Accordingly,
Russia is positioned as the first friendly Other in the anti-European debates . . . [It] is recognized as having historical ties with Serbia based on economic and energy collaboration, as well as certain cultural and religious commonalities and a similar language. This articulation also features against the background of Russia as a rising power.
20
Looking beyond the pan-Slavic bond between Serbia and Russia, the Serbian regime has also benefited from adopting from its Russian counterpart authoritarian techniques for consolidating power. The SNS has viewed Putin’s authoritarianism as a model worth emulating. Upon assuming power, Putin quickly abandoned the democratizing reforms initiated by Boris Yeltsin and rushed to cement support from the military and security apparatus, as well as to place his most loyal followers in key positions within the judiciary and the Constitutional Court. These steps enabled him to neutralize political opponents and secure long-term control. 21 To further legitimize his regime, Putin promoted a cohesive Russian identity: “[He] chose a strategy of traditional, basic collective values. The aim was to promote state cohesion and to legitimize the demand for the unconditional subordination of Russian citizens.” 22 The Serbian leaders also embraced state nationalism, framing Russia as a friendly and positive Other, and a partner with adversaries—both foreign and domestic—allegedly intent on destabilizing Serbia.
The Russia–Serbia relationship has been criticized by Serbian civil society activists, who argue that many in Serbia, among both elites and the wider public, have cultivated “the illusion that Russia would rush to the defense of Serbia’s interests. Russia in fact prioritized its interests and used Serbia as a bargaining chip in its dealings with the West.” 23 For the EU authorities, the Russian influence became apparent after the 2012 election of pro-Russian President Tomislav Nikolić, who declared that “Serbia will never become a member of NATO.” 24 In their view, Serbia was “at a crossroads”; “the country’s political landscape had become more complex, and the EU needs to be involved in an intensive dialogue with Serbian authorities and all political leaders from the very first moment.” 25 The changing political context suggested that Russia’s readiness to strike economic deals with Serbian counterparts could not be ignored. As part of its broader modernization agenda, which links the state to business interests, the Putin regime is known for interfering in business affairs, an interference marked by large-scale corruption. 26
Recent debates note the increased presence of the Kremlin in Serbian official discourses, including Serbia’s standpoint vis-à-vis Russia’s annexation of Crimea in 2014 and invasion of Ukraine in 2022 (reflected in its unwillingness to sanction Russia and to align its foreign policy with the EU and the United States), its position as “the hub of Russian influence,” and its assistance of “Russia’s disruptive moves” by allowing “popular TV stations and print outlets paint the war as a clash between Russia and the United States, rather than an act of aggression against a sovereign state”; in these narratives, “Russia is commonly portrayed as a victim of the West, much as Serbia was during the Yugoslav Wars in the 1990s.” 27 Similarly, during the Covid-19 pandemic, Serbia distributed vaccines produced both in Russia and in the West. While “Serbia has advanced strategic regional influence by geopolitically balancing among great powers, [. . .] Russia and China have also garnered favorable geopolitical influences in the Western Balkans” through generous donations and strong domestic public approval. 28
The Russia–Serbia nexus is reflected in the role of non-state and state-sponsored actors. If they contribute to “the fragmentation of political responsibility, [. . .] [t]he more successful non-state actors are in affecting political outcomes, the more responsibility they should be asked to take for those outcomes.” 29 State-sponsored actors embrace a wide range of agendas spanning cultural diplomacy, agricultural development, and intelligence and cybersecurity, as well as more hostile undertakings such as the spread of disinformation and well-resourced terrorist operations. 30 In Serbia and Russia, media outlets, foundations, research centers, and other pro-government advocates have promoted mutually convenient narratives, if not outright propaganda, portraying their respective leaders in a savior-like manner. This ideological “world-building,” rooted in long-standing cultural and religious ties and exemplified by the connection between the “Russian World” and the “Serbian World,” has underpinned geopolitical ambitions and the consolidation of authoritarian rule.
Theoretical and Methodological Considerations
Two questions are key for this study. How has the Russia–Serbia relationship evolved to serve mutual political and strategic interests, particularly under the Serbian Progressive Party? How have non-state and state-sponsored actors reinforced the Russia–Serbia alliance and shaped public opinion? The questions unpack the consolidation of both regimes and the mechanisms of influence. They prompt further consideration of Serbia’s geopolitical balancing act, its reluctance to align with the EU and impose sanctions on Russia, and the extent to which the Kremlin can undermine European security and stability.
Given the post-Cold War context and Russia’s interest in asserting influence beyond the former Soviet space, the Russia–Serbia relationship can be understood as a patron–client arrangement. It is a close, enduring relationship aimed at achieving mutual benefits. Russia provides diplomatic support in international organizations, and in energy and security cooperation. 31 These measures legitimize the domestic regime and international leverage of Serbia, which is expected to make concessions as shown in the case of Crimea and Ukraine. When it comes to the Crimean crisis, “regardless of whether Serbia’s non-alignment with sanctions against Russia/Ukraine is motivated chiefly by economic self-interest or by cultural identification with a fellow Christian-orthodox country, the choice made carries normative implications for relations with the EU and Russia.” 32 The relevance of this view was confirmed by Russia’s invasion of Ukraine in 2022. Serbia voted in favor of the UN Resolution Condemning the Russian Federation’s Annexation of Four Eastern Ukraine Regions and, as leaked Pentagon documents revealed, pledged to provide weapons to Ukraine, but refrained from adopting sanctions against Russia since the Russian leadership, and the Russian people, cannot be ignored. 33 After the invasion, Serbia welcomed fleeing Russians and signed a three-year gas agreement with Russia. 34
This behavior invokes (neo)realist considerations. Russia has asserted influence over its immediate neighborhood, including territories in the Caucasus and Central and Eastern Europe. 35 This has strained its relationship with the EU and the United States. 36 Thus, the Kremlin’s policy has oscillated between classical realism (focusing on human and domestic aspects alongside great power aspirations such as the struggle for power, consolidation of power, and manifestation of power through expansionist projects) and neorealism to highlight the problematic, if not dysfunctional and unfair, nature of the international system to justify state behavior and policy preferences. While the invasion of Ukraine revealed the depth of Russia’s realist worldview and underscored the need to reassess multipolarity and international cooperation, the Kremlin’s involvement in Serbia aligns more closely with neorealism due to its strategic balancing in Europe. 37
Consequently, and in line with its policy preferences, Serbia has established itself as a state capable of balancing or hedging between Russia and the West. When it elected a pro-Russian president in 2012, his first visit abroad was to Russia. Although informal, the visit raised important questions about Serbia’s foreign policy direction, and the new leadership’s intention to reduce its ties with the West and pivot more decisively toward the East. 38 Despite being more aligned with the Euro-Atlantic sphere of influence, the ruling SNS has strategically leveraged its relationship with the Kremlin to suggest that an alternative path exists: if pressures from Brussels or the West intensify, Belgrade may deepen its ties with Moscow. Thus, while Serbia uses ties with Russia to enhance its strategic autonomy (even as it continues to pursue EU accession), Russia has simultaneously expanded its influence in the Balkans and positioned itself as an indispensable actor in regional affairs, if not a power intent on limiting or obstructing Western influence.
All these are tied to the regime type. Russia’s post-Soviet developments denote rising authoritarianism signaled by a significant erosion of freedoms and the rule of law, the killing of journalists, and the criminalization of political dissent. 39 To advance its grand strategy in an increasingly competitive global arena, the Kremlin has mobilized not only financial and administrative resources but also propaganda, conspiracy theories, and both state and non-state actors to foster public patriotism. 40 Similarly, the Serbian leadership has exploited authoritarianism and incorporated conspiracy narratives into its populist rhetoric in an effort to maintain power. These narratives are widely disseminated by mainstream, pro-regime media outlets. This approach has intensified since Russia’s invasion of Ukraine, as Serbia has come under pressure to choose a side; the regime has framed its decision not to impose sanctions on Moscow as being in the best interest of Serbian citizens. 41
Different political and economic elites have treated the Russia–Serbia nexus as an opportunity to cement their image, influence or maximize power, and accumulate wealth. Admittedly, the similarities between these two regimes are more pronounced than those between the semi-authoritarian Serbia and any Western liberal democracy. This impression is further reinforced by claims that the EU’s democratization and Europeanization of Serbia during the Russia–Ukraine War have been limited in scope, if not doomed to fail.
42
More alarmingly, studies on the decline in EU engagement show that
the EPP [European People’s Party] has ignored the SNS’s increasingly non-democratic practices. As the dominant Serbian party embraced illiberal and autocratic values, the EPP effectively turned into an external “legitimiser” that systematically sought to protect it from criticism in the EP [European Parliament].
43
These and other issues, coupled with ongoing ambiguities surrounding the EU accession of Western Balkan states, point to the creation of a vacuum of which external actors like Russia took advantage as shown by a steady increase under the SNS in official visits, bilateral agreements and initiatives involving state and non-state actors, and mutual declarations of support for Belgrade and Moscow’s aspirations. 44
Mutual Consolidation
Official Recognition
In the 2012 presidential election and the 2014 parliamentary election, the Serbian electorate prioritized Tomislav Nikolić and Aleksandar Vučić, both of whom had held senior positions in the far-right Serbian Radical Party before leaving it to form the Serbian Progressive Party in 2008. However, many analysts continued to interpret the Progressives’ rebranding as a largely cosmetic and calculated move intended to broaden their electoral appeal while preserving core nationalist narratives. A study observed that
Nikolić’s past as a Radical meant that he could count on a relatively easy ride from large sections of the popular press promoting radical nationalist understandings of politics, often at the behest of owners who attained their status as a result of political alliances with politicians claiming nationalist sympathies.
45
Once in the government, they promptly set to erode the democratization and Europeanization roadmaps instituted by the post-Milošević elites. This regression has been marked by an increasing reliance on illiberal governance and the consolidation of a semi-authoritarian politics. By the time of the 2016 parliamentary election, the Vučić regime had effectively centralized power, captured the media and public sector, and marginalized or dismantled viable opposition forces. 46 Concerned about the deterioration of democratic standards, the Human Rights Watch criticized “[t]he inadequate state response to attacks and threats against journalists and media outlets, political interference including through the courts and curbs on funding, and smear campaigns targeting critical media and journalists.” 47
Serbia’s foreign policy, particularly in relation to Russia, revealed a pattern of strategic accommodation. Following the annexation of Crimea in 2014, Belgrade adopted a position of official neutrality often framed in terms of Serbia’s historical and cultural ties with Russia, and the latter’s continued support for Serbia’s claim to Kosovo. 48 In retrospect, “Russia’s ‘defense’ of Kosovo bought critical time for Serbia to mount a diplomatic offensive,” which speaks to Belgrade’s limitations at the time. 49 To justify his government’s decision, Prime Minister Vučić claimed: “We support the territorial integrity of every country, including Ukraine. But let’s put it this way, I asked that Serbia, for the sake of traditional ties [. . .] maintain its position and not introduce sanctions against Russia.” 50 Serbian Foreign Minister Ivica Dačić confirmed that “Serbia will never work against Russia, that it is a question of morality, and that Serbia and Russia will continue their mutual projects.” 51 The official rhetoric was reinforced by the departure of Serbian volunteers to assist pro-Russian forces in Crimea, a move attributed to shared Orthodox faith, Russia’s position on Kosovo, and pervasive anti-Western sentiment within Serbia. 52
To defend the Kremlin’s actions, President Putin explicitly invoked the Kosovo case, blaming the West for creating
the Kosovo precedent with their own hands. In a situation absolutely the same as the one in Crimea, they recognized Kosovo’s secession from Serbia legitimate while arguing that no permission from a country’s central authority for a unilateral declaration of independence is necessary.
53
His 2014 visit to Belgrade confirmed the stability of Russia–Serbia relations. While responding to Putin’s remark that “Russia, just as in the past, will always see Serbia as our closest ally,” President Nikolić replied that “Serbia also sees Russia as its big ally and Serbia will not jeopardize its moral principles due to some negative attitudes toward Russia.” 54 Subsequently, in line with its interests in Serbia, the Kremlin characterized the SNS-led government as “a government that is hard to manipulate, including from abroad. [. . .] Such a government should be pro-Serbian and stand up for the interests of Serbia. It is also imperative that it not be anti-Russian.” 55 Thus, Serbia’s desire to balance between East and West was framed not as neutral pragmatism, but as a manifestation of affinities with Russian strategy and ideology.
In 2017, Vučić secured the presidency of Serbia by winning 55 percent of the vote in the first round of an election that “was over before it began” because of “[t]he tight control that the governing party exercises over media, employment, and the distribution of benefits means that there is no level playing field and voters are not in a position to freely make an informed choice.” 56 These malpractices did not undermine the regime’s legitimacy or popularity. Drawing on his extensive political experience and media acumen, Vučić appealed to both domestic audiences and international interlocutors. In semi-authoritarian settings, “incumbent governments and parties are in no danger of losing their hold on power, not because they are popular but because they know how to play the democracy game and still retain control.” 57 Having become Serbia’s most influential political figure, Vučić seemed to replicate Putin’s model of vertical power: “On the top of the pyramid stands the president—who is also the commander in chief—and below—level-by-level—executive and dedicated officials, capable of carrying the will of the ‘supreme leader’ to each and every corner.” 58
The verticality or personalization of Vučić’s power underscored both the decline in political pluralism and the high degree of internal regime organization. It also confirmed that changes in the long-standing constructivist contextualization allowed Serbia to simultaneously appeal to the EU, Russia, and other global actors, while also presenting itself as a sovereign actor capable of navigating between competing geopolitical poles. This also reflected the flexibility of the ruling party because “[a]s a typical catch-all party lacking any embedded ideology, the Serbian Progressive Party was driven to reach out to significant Eurosceptic and pro-Russian segments of the electorate in order to maximize its electoral gains—the party’s fundamental goal.” 59 Within this alignment, Putin’s emergence as a reference point for the Serbian leaders signaled not only Serbia’s growing estrangement from the West but also Russia’s opportunity to deepen its influence in European affairs. With the invasion of Ukraine, and despite Serbia’s formal endorsement of the principle of territorial integrity, the Kremlin invoked the Kosovo precedent to justify its military intervention and the recognition of the self-proclaimed republics of Donetsk and Luhansk. 60 During the crisis, Serbia refused to comply with Western calls to introduce sanctions against the Russian state. On the contrary, the bilateral relationship strengthened, so much so that Serbia opened its doors to new Russian-owned businesses and remained the only European air corridor available to Russian citizens. 61 In return, as a gesture of strategic partnership, Moscow agreed to conclude a new energy agreement with Serbia, providing for a gas price reportedly “three times lower than what other European countries have to pay.” 62
While Russia has pursued its realist rampage in Ukraine, it also tolerated Serbia’s occasional reservations regarding Ukraine’s territorial integrity and the supply of weapons to its military. This toleration should not be read as evidence of Serbia’s leverage; rather, it may reflect Russia’s long-term thinking. Its exclusion from the EU-led Kosovo-Serb negotiations by the 2013 Brussels Agreement prompted Moscow to engage in strategic calculations and fine-tuning to determine how far and quickly it can advance within Serbia and preserve its geopolitical relevance. 63 The strength of this bilateral partnership was further demonstrated after the December 2023 parliamentary elections, which saw the appointment of several overtly pro-Russian ministers. One controversial individual was allegedly “implicated in transnational organized crime, illegal narcotics operations and misuse of public office,” while another “[had] used his Russia-based businesses to enrich himself and gain close connections with Kremlin senior leaders.” 64 When asked to comment on bilateral relations, both President Vučić and Russian officials described them as “very good.” 65 To further safeguard Russian interests in Serbia, Putin awarded the former Director of the Security Information Agency Aleksandar Vulin the Order of Friendship “for maintaining close ties between the two countries’ intelligence agencies.” 66
The Role of Pro-Regime Advocates
The Russia–Serbia nexus has relied on the strategic involvement of both non-state and state-sponsored actors, many of whom advance shared regime interests across multiple domains. As early as 2014, in the context of Serbia’s reluctance to formally denounce Russia’s annexation of Crimea, some analysts found it opportune to talk about the “Russification of Serbia.” This process, which began in the aftermath of the Yugoslav state crisis, has led to
a specific linkage of significant groups and individuals and the creation of the so-called ‘Putin’s orchestra’ in Serbia. Its members are placed in all strategic institutions—within the cabinets of Vučić and President Nikolić, in business, the energy sector and security agencies. There are also members in NGOs, cultural organizations, the academic community, sport and media. There is more and more evidence that some members of ‘Putin’s orchestra’ are financed directly from Moscow.
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While these actors serve the Serbian and Russian regimes, their influence extends beyond bilateral cooperation; they have contributed to regional crises by acting as dividers or peacemakers and by showcasing their broader potential to shape political outcomes. 68
In the media sector—thanks to the Yugoslav crisis, sensationalist reporting, the construction of internal and external enemies, and emotionally charged narratives—some outlets have tightly aligned with the Vučić regime’s clientelist network, the more their narratives have glorified the ruling elite’s policy preferences and engaged in manipulation of public understanding of current affairs.
69
Vučić’s formative experience as Minister of Information in the late 1990s under Slobodan Milošević proved foundational. At that time, legislation targeting independent media imposed draconian fines, driving many outlets into closure and leaving only regime-friendly sources as providers of public information.
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This legacy of media control has since been restructured into a more sophisticated system that analysts describe as a “pyramidal structure” of media dominance. Within this model,
[m]anipulations under the mask of free media help [the] pyramid to expand [in] ways [in which] it sustains itself. The most obvious sign of it is a quite unusual situation where the leader is very frequently present in the media. Moreover, there are more and more journalists and celebrities joining the pyramid. These are exactly the conditions for self-censorship and inferiority to the leader. [. . .] Many people choose to obey the rules of practice in order to preserve their positions and benefits.
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The convergence of “Putin’s orchestra” and “Vučić’s pyramidal media system” has turned many outlets into propagators of national and nationalist sentiment that minimize critical reporting on governance, elite corruption, or institutional accountability. This approach allows for the propagation of disinformation, the strategic vilification of political opposition, and the production of conspiracy theories that frame protest movements or dissent as externally orchestrated threats to national sovereignty.
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Aware of Serbia’s stalled democratization and Europeanization, international stakeholders have urged the government to increase transparency of media ownership and ensure the protection of journalists, including the timely prosecution of attacks against them. The European Commission’s annual reports have criticized the tabloidization of public discourse, as well as the intimidation and assaults faced by journalists. Its most recent assessment noted that
cases of threats, intimidation, hate speech and violence against journalists remain a concern, as is the increase of strategic lawsuits against public participation, notably launched by members of national and local authorities, that may produce a chilling effect including self-censorship.
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Pro-regime outlets such as Alo, Happy TV, Informer, Kurir, Pink, Srpski telegraf, Studio B, and Večernje Novosti have consistently framed Russia (and increasingly China) in favorable terms, often in contrast to critical portrayals of Western actors. This is unsurprising, as President Vučić is “the primary (co)creator of topics in news broadcasts on five national television channels” and has maintained dominance “by imposing issues through real and pseudo-events,” with his image portrayed in an “excessively positive” light in daily newspapers. 74 In addition to relying on domestic sources of information, the Serbian regime has drawn legitimacy from Russian sources, particularly Russia Today and Sputnik Srbija. While exploiting the Ukrainian crisis to promote a “new geopolitical reality where Russia would naturally be the leader of the part of the world Serbia belongs to,” they also project “the belief that Serbia is, or at least deserves to be, the leader in/of the Western Balkans,” which aligns with the nationalist “Serbian World.” 75 They argue that “Western actors work against Serbia’s political interests and pose a threat to regional stability,” while Russia “is portrayed as Serbia’s closest ally, one whose actions are always consistent with the country’s interests.” 76 Local dailies, portals, and radio stations regularly disseminate narratives that stress the proximity and mutual recognition of Serbia and Russia. Editorial teams in both domestic and foreign-sponsored media promote narratives of special relationship, rooted in solidarity and close cooperation between Belgrade and the Kremlin. But such narratives also function as mechanisms of ideological control by discrediting protests, demonizing the opposition, and presenting Serbia as under threat from foreign manipulation. 77 In doing so, they align closely with Kremlin-style media which blurs fact and fiction to fragment public discourse and suppress meaningful political contestation.
The Russian state has also backed a network of para-diplomatic and semi-official structures that advance its geopolitical objectives and promote a sympathetic narrative of Russian identity and statehood as part of a broader strategy of authoritarian influence projection through soft power infrastructures. In Serbia, it has supported cultural, academic, and quasi-governmental initiatives such as the Russian World Foundation, the Gorchakov Public Diplomacy Fund, the Russian Institute of Strategic Studies, the Russian-Serbian Humanitarian Center, the Russian Centre of Science and Culture, and others. These organizations seek: (1) to “promote the Russian version of the international situation,” which also includes “reinterpretation of history according to Moscow’s interest in the spirit of support for the long-term Russian-Serbian alliance”; (2) to “discredit the Western cooperation structures (NATO, the EU) claiming that they operate against Serbia’s interests [. . .] and pose a threat to global peace and stability”; (3) to “present Russia as Serbia’s closest ally, whose actions are always consistent with the interests of the Balkan partner”; (4) to “criticize the pro-European actions of the current [Serbian] government,” which is exploited to label Serbian foreign policy “as an example of the Stockholm syndrome”; (5) to “provide constant reminders of the disputes, the conflict victims and the real and imaginary damages suffered by Serbs and inflicted on them by their neighbors”; and (6) to “present Russia as a state upon which the economic development of Serbia depends.” 78
Since its inauguration at the University of Belgrade’s Faculty of Philology in 2009, the Russian World Foundation has promoted the cultural-linguistic dimension of Russian soft power through language and literature courses.
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Reaching a larger audience, the Gorchakov Public Diplomacy Fund has used its events, including the annual gathering “Balkan Dialogue,” to bring together emerging and established experts to discuss politics, economics, and security. As “non-aligned policies have become relevant for small countries,” Serbia deserves praise for “maneuvering between different poles” and “trying to pursue a multi-faceted policy.”
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The fund’s 2025 report on Western security governance states that despite the EU’s fixation on “the dichotomy of the West or Russia,” Serbia “continues to maintain elements of multi-vectorism in its foreign policy,” and cannot downplay
the negative historical experience of the 20th century, when a special foreign policy line led to severe and irreparable consequences three times—the collapse of the state, sanctions, and the expulsion of the Serbian population from Croatia, parts of Bosnia and Herzegovina, and Kosovo.
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More explicitly aligned with the Russian security apparatus is the Russian Institute of Strategic Studies, which maintains ties to Russia’s Foreign Intelligence Service and plays an active role in monitoring and deploying propaganda abroad. 82 The institute’s agenda is amplified through the online journal Strategic Culture Foundation, considered “a prime example of long-standing Russian tactics to conceal direct state involvement in disinformation and propaganda outlets, and to cultivate local voices to serve as surrogate messengers,” and the pseudo-academic New Eastern Outlook, whose articles are regularly reproduced by NewsFront and SouthFront. 83 As instruments of Russian foreign policy, these publications tend to commend states that align with Moscow’s strategic preferences, while treating significant deviations with disdain or as implicit threats. In contrast to its earlier toleration of Serbian positions regarding Russia’s aggression against Ukraine, in May 2025, the Russian Foreign Intelligence Service declared that “Russia has come to the aid of the Serbs more than once at the most pivotal moments in their history,” but Serbia continued “supplying arms to the Kiev regime, contrary to Belgrade’s declared neutrality, and thus trying to stab Russia in the back.” 84 The Strategic Culture Foundation also endorsed Moscow’s disapproval and warned that the “current Serbian ‘back-stabbing’ regime [. . .] may face [. . .] the unpleasant prospect of paying for Russian gas under market instead of subsidised conditions. That would undoubtedly exacerbate the social crisis which is already shaking it to its foundations.” 85
Equally controversial is the intergovernmental initiative known as the Russian-Serbian Humanitarian Center, whose presence has raised concerns among Serbian opposition forces, as well as EU and U.S. authorities. Since its opening in 2012, the center—jointly operated by the Russian Ministry of Civil Defense, Emergencies, and Disaster Relief, and the Serbian Ministry of the Interior—has been widely perceived as a hub for military training and surveillance more than a provider of humanitarian assistance in emergency situations. 86 The Kremlin even requested diplomatic immunity for the Russian staff at the center, allegedly to ease the import of equipment and reduce the cost of living. Western actors interpreted it as an attempt to enable espionage and eliminate accountability. 87 As some Kosovo Albanian authorities claimed, the center’s location in Niš—approximately 100 km from the Kosovo border—suggests ulterior motives. “They do kind of intelligence work with Serbs in Kosovo, especially with parallel structures and criminals that are located in the northern part of our country. So they encourage criminals to conduct criminal activities.” 88 These accusations align with broader critiques of Russia’s hybrid strategy, which blends conventional diplomacy with asymmetric influence tactics involving proxy actors, disinformation, and intelligence-gathering under non-transparent institutional covers. Such an assessment, in the case of the center, gains weight when noting its inaction during “major wildfires occurring in the region,” 89 or the European Commission’s request to be kept informed “on the [center’s] activities” and “its integration in the emergency management system,” in order to prevent overlap with EU operations in Serbia. 90
While the activities of Russia’s affiliates in Serbia vary in scope and intensity, their cumulative effect is expected to contribute to the structural entrenchment of Russian political and ideological influence. Such an effort is further legitimized by domestic stakeholders who perceive alignment with Russia as instrumental to their own consolidation. The Russian Centre of Science and Culture in Belgrade, opened in 1933, has recently evolved into a platform for elite networking and narrative reinforcement. During a high-profile appearance in 2024, President Vučić publicly thanked Russia for “defending historical science from revisionists” and clarified that Western nations continue to insist on “Putin’s revisionism and his distorted interpretation of history,” but Russia has fought back against the West’s determination “to impose lies instead of truth as the basic principle of Western strategic and tactical planning.” 91 Testifying even more to discursive convergence between Serbian and Russian elites around the politics of historical interpretation and epistemic sovereignty and the local approval of Russian narratives is Serbia’s move to emulate the concept of the “Russian World,” promoted by the Kremlin since 2007 as a tool for projecting cultural, military, and political influence. 92 In the words of Serbian Minister of the Interior Aleksandar Vulin, a vocal proponent of this alignment, “I dream of the unification of Serbs,” while “the formation of the Serbian world is a process that cannot be stopped.” 93
From the perspective of regional security and political stability, the “Serbian World” is the culmination of “Russification of Serbian nationalism or [the] nourishing of Serbian nationalism by Russia in order to swerve the country away from its European path.” 94 Like the “Russian World,” the Serbian version is a tool for normative contestation, offering an ideological alternative to liberal integration models represented by the EU and NATO. The two frameworks function symbiotically: Russia seeks to discredit the Western liberal order, while Serbian elites use Russia as an alternative or a geopolitical hedge against external pressures related to democratic backsliding. This convergence affects domestic political stability and legitimacy. As observed by the Civic Initiatives, anti-regime protests in Serbia are frequently labeled as “colored revolutions” and “threats to national sovereignty,” prompting “accusations against Western countries and organizations, portraying them as orchestrators of these movements.” 95 This framing not only isolates the opposition but also deepens public suspicion of EU and U.S. involvement in Serbian politics, thereby reinforcing authoritarian resilience through securitized rhetoric. To further strain Serbia’s ties with the West and underscore its own disruptive capacity, reports of Russian espionage in Serbia—including the direct involvement of Russian operatives and the recruitment of local actors to disseminate pro-Russian narratives—point to the hybrid nature of influence strategies. 96 Moreover, such an approach is also about legitimation through disruption, the capacity to undermine the credibility of alternative (Western) models while deepening dependency on Moscow’s support structures.
What about the Public?
As Vučić consolidated power, Serbia’s interest in EU membership (and engagement with the West) lost importance. The regime’s ability to maintain the façade of democratic practice in the eyes of Western governments despite the rise of authoritarianism and state capture at home, and to convince the public that Serbia has successfully exploited its small-state status to navigate both East and West to the extent that the former represents a viable alternative to the latter has resulted in a win–win scenario. 97 This dual-track strategy created a perceived equilibrium in which the West remained a nominal goal, while Russia emerged as a viable, even preferable, geopolitical partner. The Covid-19 pandemic, for example, strengthened the Russia–Serbia nexus by revealing how health diplomacy and the procurement of vaccines could be leveraged for geopolitical advantage. Pro-government stakeholders kept reassuring the public of the high quality of Eastern vaccines, emphasizing Russian generosity in times of need. Compared to vaccines developed in the West, Chinese and Russian jabs were portrayed far more positively in the media; pro-regime commentators highlighted Serbia’s privileged position, noted that it had received more Russian vaccines than any other European country, and framed this as a testament to the strength of bilateral relations. 98
Pro-Russian sentiments among the public persisted after Russia’s invasion of Ukraine:
the issue of historical injustices, victimization of the Serbian nation highlighting its unfair treatment at the hands of the West (and its regional facilitators), and the Slavic and Orthodox uniqueness of the Serbian nation, [. . .] have found their way to almost any discussion on Serbia in light of the conflict in Ukraine.
99
For the Serbian leaders, their stance of neutrality and refusal to impose sanctions aligned with their earlier position during the annexation of Crimea. As Vučić explained,
Serbia has demonstrated that it has its own policy which is the best for us [Serbia], which respects moral values, European integration but also its friends [Russia] who did not implement sanctions against Serbia and did not bomb us [Serbia], and that is very important, with whom we have very successful economic relations.
100
This standpoint resonated with large segments of the Serbian population. Many citizens cited the 1999 NATO bombing of Yugoslavia, which killed innocent people and destroyed infrastructure, as justification for their anti-NATO stance and support for Russia’s resistance to the West. In this climate, support for revanchist narratives grew, even among those aware of potential long-term consequences.
Polling data from spring 2022 confirm the persistence of this orientation: 50 percent to 80 percent of respondents believed that Serbia should remain neutral in the Russo-Ukrainian conflict, while 30 percent to 80 percent opposed imposing sanctions on Russia. 101 The assignment of blame was equally striking: over 60 percent of respondents held NATO responsible for the war in Ukraine, and nearly 70 percent believed the United Nations had failed in its responsibilities. 102 In addition to confirming the previous positions, subsequent surveys reinforced this trend: almost half of the respondents now regard Russia as Serbia’s most important foreign policy partner; when asked which side Serbia should align with if forced to choose, nearly the same proportion pick Russia. 103 Among Western Balkan countries, Serbia shows the lowest level of trust in the EU, and EU membership is not widely seen as attractive. This perspective makes sense when considering the position on Brussels, Kyiv, and Moscow: 83 percent of Serbs oppose the EU’s decision to finance military aid to Ukraine, 72 percent disagree with the EU’s sections against Russia, and 68 percent do not believe that Russia’s invasion of Ukraine poses a threat to Serbia. 104
These percentages are key for both the Serbian regime and the Kremlin. Apart from speaking to “a parochial domestic party scenery,” the ruling elite’s fixation on public opinion enables them “[to] avoid implementing unpopular measures.” 105 Thus, to preserve power, the Progressives have prioritized pragmatic governance rooted in electoral calculus and public opinion management. Accordingly, “the domestic price of alienating Russia might be too high given the pro-Russian sentiments in Serbian public opinion.” 106 In the context of the Ukrainian crisis, Vučić “helps Russia save face, presenting even anti-Russian steps as forced and taken despite Serbia’s enormous affection for its Russian brethren.” 107 Regardless of the preferred point of view, the Vučić regime has leveraged pro-Russian public sentiment to consolidate domestic power, so much so that Russia has become a credible alternative to the West, but it has also become entangled between Moscow and the West. Worse still, its behavior may appear increasingly erratic and unreliable, potentially damaging its credibility on the international stage. The Serbian state risks becoming the loser in this geopolitical balancing act, an outcome not necessarily shared by Russia. The Kremlin’s persistent exploitation of both state and non-state stakeholders demonstrates its capability and resolve to expand its influence beyond its borders.
To do this, and to show appreciation for the “Serbian World,” Moscow has expanded its sphere of interest to include Serbian populations outside of Serbia as well. The Kremlin has interfered in Kosovo by claiming that Belgrade has abandoned the Serbian minority; in Montenegro, it has supported the Serbian Orthodox Church in its struggle for religious and political dominance; and in Bosnia and Herzegovina, it has backed the pro-Russian leadership of Republika Srpska, while reinforcing ethnic divisions and legitimizing secessionist rhetoric among Serbs, Croats, and Bosniaks. Among these cases, Bosnia and Herzegovina is particularly susceptible to Russian destabilization. 108 Analysts note that the Kremlin’s support for Dodik lacks substantive policy content, but it is symbolically potent, enhancing his legitimacy among domestic supporters and contributing to political polarization. Still, he is portrayed as a “global statesman” whose anti-NATO and anti-Western rhetoric does not hinder his ability to build relationships with like-minded leaders. These ties are framed as potential tools for progress at home, allegedly thwarted only by the obstructionist actions of Bosniak representatives, a well-rehearsed narrative designed to stoke ethnic tensions and secure political loyalty among Bosnian Serbs. 109 While this reflects the Kremlin’s broader ambition to consolidate its influence abroad, it is reasonable to view Russia’s involvement as a potential threat to the already fragile political landscape of the Western Balkans. 110
Conclusion
Both Russian and Serbian leaderships have prided themselves with their national, regional, and—in the case of the Kremlin—even global ambition. After the Cold War, Russia grew in influence beyond its immediate neighborhood, when involving itself in debates over the EU’s engagement in the Western Balkans. In turn, the Serbian leadership has welcomed Moscow’s involvement in the regime’s consolidation strategy, using Russia’s support to signal to Western powers that alternatives exist should they exert pressure or promote regime change. When such an approach is combined with the West’s perception of Russia as “threatening” and “promoting retrograde ideology,” or the belief that “[u]nlike the EU and NATO, Russia has the short-term advantage of indifference to values in dealing with [corrupt] leaders in the region,” we understand why Serbia’s leadership prioritizes regime preservation over democratization or European integration. 111
This article argues that, in pursuit of their respective agendas, both Belgrade and the Kremlin have bolstered their official narratives and bilateral agreements by engaging state-sponsored and pro-regime non-state actors that used a mix of cultural diplomacy, narrative convergence, and hybrid operational strategies to bring the public closer to the ideological underpinnings of the Russia–Serbia nexus. While the Serbian public’s traditional affinity for Russia is well known, it is also important to highlight that Vučić’s semi-authoritarian regime expects pro-regime stakeholders to adopt state-engineered populist and propagandistic narratives to secure electoral dominance. This strategy raises serious questions for Serbia’s democratization and Europeanization prospects because citizens are not allowed to exercise agency in political decision-making and are not prepared to assume the role of passive subjects in an increasingly authoritarian system.
The Russia–Serbia nexus, which reflects both opportunistic alignment and an ideologically co-constituted partnership, has produced a political order that undermines liberal-democratic norms and reinforces a shared vision of sovereignty grounded in ethnonationalist and civilizational logics. Yet, the asymmetry in this relationship may ultimately position Serbia as a geopolitical outlier estranged from the West, instrumentalized by the East, and increasingly vulnerable to external manipulation. Given the instability characterizing the Western Balkans, Serbia’s democratic backsliding should serve as a call for more policy-oriented research on ways to prevent the consolidation of authoritarianism across Europe.
