Media Representation of Religious Content: Implications for the Shaping of Public Opinion on Religious Identity in the Western Balkans

Abstract

Amid escalating tensions following Montenegro’s Law on Religious Freedom in December 2019, this study examines the media’s role in presenting religious content and its potential influence on shaping religious identity in the Western Balkans. Specifically, we analyze how a sample of 45 articles from June 2019 to December 2020 – spanning American, international, Montenegrin, and Serbian sources – presented the law’s impact. Our research question centers on understanding the media’s influence in raising public awareness and potentially constructing distorted perceptions of religious identity, often amplified by biased reporting. This study highlights the need for responsible journalism, media literacy, and unbiased reporting, advocating for a balanced approach among media, religious institutions, and citizens in the digital age.