# Expert Analysis: Serbian Media Portrayal of Germany Shifts to Hostility

> A report by Balkan expert Thomas Brey argues that Serbian state-controlled media is fueling anti-German sentiment through disinformation to consolidate President Aleksandar Vučić's power.

- Published: 2026-09-30T11:54:42.000Z
- Category: world
- Source: [N1 Info](https://n1info.rs/vesti/strucnjak-imidz-nemacke-u-srbiji-transformisan-do-neprijateljstva-vucicu-su-dezinformacije-orudje-moci/)
- Canonical URL: https://manypress.com/article/expert-analysis-serbian-media-portrayal-of-germany-shifts-to-hostility
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In a recent analysis published by the German Southeast Europe Association, Balkan expert Thomas Brey details a dramatic shift in the Serbian public's perception of Germany. Brey contends that the transition from admiration to hostility is not due to a decline in bilateral relations, but is instead a result of targeted media campaigns controlled by Serbian President Aleksandar Vučić.

### Key numbers

- **900** — German companies operating in Serbia
- **80,000** — Jobs created by German companies
- **7.5 percent** — Serbian respondents with a positive view of Germany

**Why it matters:** The shift in public perception threatens to undermine decades of German economic and cultural investment in Serbia. With 80,000 jobs tied to German companies and 5 billion euros in investment, the systematic use of disinformation to foster hostility risks destabilizing the bilateral relationship and Serbia's alignment with European partners.

## Economic Ties vs. Media Narrative

Despite the rise in anti-German rhetoric, Germany remains Serbia's primary trading partner, with trade volume reaching approximately 10 billion euros in 2025. Over 900 German companies have invested roughly 5 billion euros in Serbia, creating 80,000 jobs. Brey notes that while pro-government media previously glorified the German economic model, the tone has shifted significantly under the current German government.

## Disinformation and Political Influence

Brey highlights that Serbian media frequently republishes content from Russian sources like Sputnik Serbia and RT Balkan, promoting narratives about Germany's economic decline. Additionally, the analysis points to the portal 'Eagle Eye Explore,' which lacks a legal imprint and disseminates content linked to the Alternative for Germany (AfD) party. These narratives often frame Germany as a 'revanchist' power, with media outlets accusing it of seeking a 'Fourth Reich' and developing secret nuclear weapons.

## Impact on Public Opinion

The analysis suggests that these disinformation campaigns have successfully influenced public opinion, with only 7.5 percent of Serbian respondents viewing Germany positively in recent surveys. Brey concludes that the Serbian media landscape is primarily used to consolidate Vučić's power rather than provide neutral information, warning that the West risks losing its long-standing economic and cultural influence in the region if these campaigns are not countered.

**Key points**

- Thomas Brey, a longtime DPA correspondent, authored the analysis titled 'Between Glorification and Demonization - The Image of Germany in Serbia'.
- The report identifies German Foreign Minister Annalena Baerbock and Chancellor Friedrich Merz as primary targets of anti-German media campaigns in Serbia.
- Tensions escalated following Chancellor Merz's demand at the June 2026 Western Balkans Summit that Serbia choose between Russia, China, and Europe.
- Pro-government outlets cited in the report include Informer, Novosti, Alo!, and Politika.
- Surveys indicate that only 7.5 percent of Serbian respondents hold a positive view of Germany.