Influencers, Online Alliances and Reconciliation in Southeast Europe

#Balkans

Ivana Stepanovic (Institute of Advanced Studies Kőszeg - iASK, Hungary)

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English

Routledge
09 December 2024

Regional studies; Social & political philosophy; Nationalism; Political structure & processes; Political campaigning & advertising

Series: Southeast European Studies

This book explores the transformative role of social media in fostering reconciliation in the former Yugoslavia, a region still grappling with unresolved conflicts and ethnic divides. Focusing on platforms like YouTube and TikTok, it highlights how Balkan influencers blend personal storytelling with commercial outreach to promote interethnic understanding. The study employs digital ethnography and narrative analysis to reveal the intricate dynamics between human actors and algorithms, uncovering how social media facilitate grassroots reconciliation initiatives.

The author critiques traditional reconciliation efforts driven by political elites and emphasises the potential of bottom-up approaches enabled by social media. It presents the concept of “algorithmic reconciliation”, where social media algorithms inadvertently foster interethnic collaborations and create transnational online communities. By examining the economic and cultural practices of influencers, the book illustrates how digital platforms can serve as modern arenas for peacebuilding.

This book is primarily aimed at undergraduates and postgraduates in social history, digital media studies, and peace studies, but will also be relevant to academics, policymakers, and anyone interested in the intersection of technology and social change.

By: Ivana Stepanovic (Institute of Advanced Studies Kőszeg - iASK Hungary)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 453g
ISBN: 9781032551739
ISBN 10: 1032551739
Series: Southeast European Studies
Pages: 190
Publication Date: 09 December 2024
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

Ivana Stepanović is a research fellow at the Institute of Advanced Studies Kőszeg in Hungary since February 2021. She has previously served as a research fellow at the Institute of Criminological and Sociological Research in Serbia from February 2014 to December 2022.

Reviews for Influencers, Online Alliances and Reconciliation in Southeast Europe: #Balkans

"""This is an original and innovative book. It explores how influencers, through their online activism and new technologies, potentially promote reconciliation in the Balkans. By referring to a still unusual amount of sources, the author broadens the public sphere analysis to an ""algorithmic citizenship"", targeting platform communities and paving the way for further investigations about suggested, stimulating strategies of new networks of tools and narratives."" - Stefano Bianchini, University of Bologna, Italy"