Abstract:  The media plays a vital role in shaping public opinion about the European Union (EU), but a lack of effective communication and cooperation between the EU and the media results in inadequate coverage, fueling distrust and skepticism among citizens. In Serbia, which is a candidate for EU membership, there is an increasing trend of distrust towards EU institutions. According to the research conducted by the Ministry of European Integration in 2022, less than half of Serbian citizens would support joining the EU in a referendum. The media is expected to play a key role in clarifying topics that are unfamiliar to the public, such as European integration and the functioning of EU institutions in general. However, earlier studies on media portrayal of EU institutions in Serbia reveal a predominantly factual approach, with limited in-depth analysis, an elite-focused depiction of Europeanization, and frequent reliance on national officials as sources, with minimal inclusion of EU representatives or experts. Building on the findings of earlier research conducted in Serbia, this study seeks to answer the research question: “How did online media portals in Serbia report on the 2024 European Parliament elections?” This exclusive focus on online media aims to provide insights into the digital news landscape and its role in shaping public discourse around the elections. The analysis focuses on the key topics highlighted, the main actors featured, and the tone of the discourse. A textual analysis was carried out on 1,044 articles published across 44 Serbian media portals between June 1 and June 14, 2024, covering the period immediately before and after the European Parliament elections.

Keywords:  European Parliament elections; European Union; media coverage; Serbia

Published:   28 August 2025

Issue:   Vol 13 (2025): Electoral Communication: European Elections in Times of (Poly)Crises (In Progress)