Over the past 15 years, China’s presence in the Western Balkans has expanded steadily. While Serbia remains the strongest partner in this region, China’s influence is noticeable across the rest of the countries, albeit with varying degrees of economic, political and cultural engagement.
Public perception of China in the Western Balkans
Public opinion on China in the region is highly variable. A survey by the International Republican Institute (IRI) provides clear insights into how China is perceived in different countries. In Serbia, 14% of citizens consider China their most important partner, with 88% expressing a positive view of the country. This makes Serbia an outlier, with only Russia sharing a similarly favorable perception. On the other hand, the U.S. enjoys a positive view from only 22% of the population, and 75% have a negative view.
In contrast, citizens in Montenegro hold a more nuanced view of China. While 66% see China positively, 31% have a negative opinion, partly influenced by the country’s financial struggles related to Chinese loans. In Bosnia and Herzegovina and North Macedonia, China is generally seen in a positive light by 53% and 56% of citizens, respectively. However, in Kosovo and Albania, China has a much smaller fanbase, with only 18% and 43% viewing the country positively.
Chinese investments: Perceptions and misconceptions
In Serbia, awareness of Chinese investments is higher than in other countries. Two-thirds of citizens are aware of Chinese investments, but many confuse loans with actual investments, particularly in infrastructure projects like railways and roads. Notably, the majority of Serbian citizens correctly identify Zijin Mining’s investment in Bor, which is among the most significant Chinese investments in the country.
In Montenegro, while 30% of citizens are aware of Chinese investments, misconceptions are also prevalent, with many associating Chinese involvement with major infrastructure projects like the Bar-Boljare highway. However, like Serbia, many of these projects are funded through loans, not direct investments.
Economic cooperation and public opinion
While many in Serbia see Chinese investments as beneficial, 31% believe that economic cooperation with China comes with political demands. This perception is echoed in Montenegro, where some citizens worry that Chinese investments are part of a broader strategy to gain control over key sectors of the economy.
The role of the media in shaping perception
The media plays a crucial role in shaping public opinion about China. In Serbia, media outlets largely portray China in a positive light, highlighting its economic contributions and political alliances. This portrayal is often linked to the Serbian government’s narrative, which sees China as a strategic partner in the country’s development and foreign policy.
In contrast, in Montenegro, coverage of China is more cautious and balanced. The Montenegrin media tend to focus on China’s international relations, such as its stance on North Korea and Taiwan, and its involvement in the BRICS summit. However, concerns about China’s growing influence, particularly in relation to its ties with Russia, have resulted in more neutral or even critical reporting.
Case study: Serbia and Montenegro’s media coverage of China
A recent media report covering September-October 2024 revealed stark contrasts in the media coverage of China between Serbia and Montenegro. In Serbia, 59 reports across popular national television channels, including RTS, Pink, Happy, and Prva, discussed China. A large proportion of these reports (32.8%) focused on geopolitics, specifically China’s relations with the U.S. and Russia. Economic relations were also heavily covered (24.1%), highlighting Chinese investments in infrastructure, energy, and manufacturing. The tone of reporting was overwhelmingly positive, with 89.9% of the coverage depicting China in a favorable light.
In Montenegro, however, only two reports on China were broadcast on public service channels RTCG and TV Vijesti. Private outlets such as Nova M and Prva CG also provided coverage, but China remained a peripheral topic. The reports in Montenegro were more balanced, with a mix of positive and neutral portrayals of China’s role in the region.
Future prospects for Chinese influence
As China’s global influence continues to grow, its presence in the Western Balkans is expected to increase as well. In Serbia, China is likely to remain a key partner, with media continuing to reinforce the narrative of China as an economic and political ally. The Serbian government’s close ties to China, coupled with positive media coverage, ensures that the image of China remains largely favorable.
In Montenegro, however, the situation is more cautious. While economic cooperation with China is recognized, concerns about the country’s political ambitions and ties with Russia are likely to shape the narrative in the media. As Montenegro maintains its Euro-Atlantic orientation, its media will continue to scrutinize China’s growing influence in the region, balancing economic benefits with potential geopolitical risks.
Ultimately, the future of China’s role in the Western Balkans will be shaped not only by political and economic decisions but also by how media outlets in the region continue to portray China’s presence. Whether this portrayal remains overwhelmingly positive or shifts toward a more critical stance will depend on the evolving political dynamics and the level of media freedom in the region.
