Through perpetuating negative stereotypes and rigid dichotomous identities,
the media play a significant part in sustaining conflict dynamics in Kosovo.
Examining their discourse in terms of ideological production and
representations is crucial in order to understand the power relations between
the majority and the minority, the identity politics involved in sustaining
them, and the intractability of the conflict. In an effort to provide a
deeper understanding of the intractable conflict in Kosovo, and the role of
the media in protracting it, this study uses critical discourse analysis to
examine articles related to issues affecting the Serb community, published in
Albanian language print media. The master narrative that comes out of the
analysis is that of ?threat? - the threat that Kosovo Albanians continue to
face from Serbs and Serbia; a threat that is portrayed as historical and
constant. The discourse further strengthens the conflict dynamics of
opposition, polarization and even hatred. This master narrative implies that
Serbs are enemies, to be feared, contested, fought against; conflict is thus
the normal state of affairs. The study also looks at the implications of
media discourse for reconciliation efforts and the prospects of the Serb
minority in Kosovo society, arguing that when the Other is presented as
dangerous and threatening, fear of the Other and a desire to eliminate the
threat, physically and symbolically, become perceived as a ?natural?
response, and thus constitute a significant conflict-sustaining dynamic.
THE POLITICO-RELIGIOUS DILEMMA OF THE YASUKUNI SHRINE