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.
| ISBN: | 9781032551777 |
| Publication date: | 22nd May 2026 |
| Author: | Ivana StepanoviÔc |
| Publisher: | Routledge an imprint of Taylor & Francis |
| Format: | Paperback |
| Pagination: | 190 pages |
| Series: | Southeast European Studies |
| Genres: |
Political structure and processes Ethnic studies Nationalism Public opinion and polls Political campaigning and advertising Social and political philosophy Regional / International 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.
Influencers, Online Alliances and Reconciliation in Southeast Europe features in the following genres: Political structure and processes, Ethnic studies, Nationalism, Public opinion and polls, Political campaigning and advertising, Social and political philosophy, Regional / International studies
Influencers, Online Alliances and Reconciliation in Southeast Europe is available in Paperback
Influencers, Online Alliances and Reconciliation in Southeast Europe was written by Ivana StepanoviÔc and published by Routledge an imprint of Taylor & Francis
Influencers, Online Alliances and Reconciliation in Southeast Europe has 190 pages
Yes it is part of Southeast European Studies series
£41.39