Medijska strategija NATO-a u kosovskoj krizi
NATO’s Media Strategy in the Kosovo Crisis

Summary/Abstract: The article deals, at various levels, with the limits and scope of the media activity, on the example of the latest Balkan war. On the theoretical level, there are three basic modalities in political communication: the positive propaganda (the so called carrot system), the negative propaganda (hard propaganda, aimed at destroying the enemy and its institutions) and, finally, the military propaganda with the military action, i.e. the system of communicating with a “stick”. All these modes have been used in the war for Kosovo: Serbia had been positively conditioned for at least the entire decade, then a somewhat stricter model of the negative propaganda was used, and when this led nowhere, in 1999, Milošević felt the full force of the state-of-the-art military equipment and the communication with a “stick”. The author concludes that the media are powerful, but not all-powerful i.e. that they are eclipsed by the military communication, wars and victories or defeats.

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