As Montenegro gets closer to joining the European Union, narratives that create a negative image of the EU will intensify, and those opposed to membership will do everything to stop the process. This conclusion was reached at the panel “Competitive Narratives: Identity, Influence, and the Euro-Atlantic Path of the Western Balkans.”
German Ambassador to Montenegro Peter Felten stated that some narratives have the potential to influence public opinion in the region, while others have little significant effect. He emphasized the particularly present narrative that the European Union is in crisis, which, as he noted, is an attempt to weaken the EU both internally and externally.
“This narrative sends a message to member states that the European idea is weakening and eroding after World War II, while suggesting to the Balkan countries that they should not join the Union but instead turn to other partners. It rests on the idea that partnership means nothing. Such narratives create an image of Europe as an agglomeration of weak states and a space for geopolitical competition among great powers,” Felten explained.
He added that such messages are not surprising even in Montenegro, but the EU’s image in the country and region remains positive. “The Union is seen as a success story and a center of prosperity. That image is quite firmly established, and it takes great effort to change it. I am not particularly worried about the narrative that the EU is in crisis because it is not deeply rooted. It is important to explain to citizens that debates within the EU do not mean disintegration but rather an opportunity for reforms and adaptation,” the ambassador stressed.
According to him, this is an important message for Montenegro, which, when it becomes a member, will have the opportunity as a small country for its voice to be equally important. “For small countries, it is important to have the possibility to participate in decision-making and to be heard,” Felten emphasized.
Speaking about citizens’ attitudes towards the West, the ambassador pointed out that in practice people make clear choices. “How many people in the Western Balkans want to work or travel to Russia, and how many choose the EU? Although many citizens are critical of the Union, when making personal decisions between an authoritarian regime and European values, the majority choose the EU. That’s why I believe this narrative is not particularly problematic,” Felten said.
However, he warned about the narrative that the European Union does not want to accept the Western Balkans. “These are messages that need to be seriously considered because they can indeed influence public opinion in the region,” he assessed.
Felten also spoke about the narrative that approaching the West threatens national identity. “European values, human dignity, respect, democracy are clearly defined, among others, in the Lisbon Treaty. These values have already been accepted by Montenegro and other countries upon joining the United Nations and the Council of Europe. Those who try to scare citizens with European values probably do so to preserve their positions of power and voter base,” the German ambassador concluded.
Emanuele Giaufret, Deputy Director-General and Director for Western Europe in the Directorate-General for Europe and Central Asia of the European External Action Service (EEAS), spoke at the panel about the reasons behind the spread of competing narratives and the need to counter them with facts and concrete results.
Giaufret emphasized that narratives questioning the European path of Western Balkan countries aim to sow doubt and weaken support for the EU accession process. “The goal of these narratives is to create suspicion and cause divisions, while our task is to build counter-narratives based on facts. After Croatia joined in 2013, the enlargement process slowed down, but now it is reviving, and this is a strategic interest of the European Union. Montenegro leads the way and is closest to completing the accession process. Some are not happy with this and try to react because they know that joining makes member states stronger, and consequently the Union itself,” Giaufret said.
He stressed that there are actors who prefer the region to remain weak and vulnerable to external influences. “Some prefer to have countries that are dependent, isolated, and weak because it is easier to influence them. Therefore, we must respond with our success and facts. Sixty percent of the Western Balkans population supports the EU; people travel and study in the Union. It is important that citizens feel a sense of belonging to the EU even before formal accession, and one way to do this is through the implementation of the Growth Plan and the SEPA mechanism,” he emphasized.
Speaking about external pressures, Giaufret stated that Russia wants to prevent Balkan citizens from joining the EU because the region belongs to the European space. “I spent four years in the Balkans and was convinced that people here share European values, they appreciate freedom of speech, freedom of movement, and the right to start businesses. This is the essence of the EU to have an independent judge who decides what is right and what is not. I don’t believe that people in the Balkans think differently. No country has weakened after joining the EU; on the contrary, it has become stronger,” he said.
Giaufret warned that as the region nears membership, campaigns that aim to slow down or stop the process can be expected. “As we approach the goal, those against it will do everything they can to stop the train that is moving faster and faster. Therefore, it is important that we all stay focused on the ultimate goal. We know what needs to be done to get there implementing reforms. We have a roadmap, deadlines, EU support, and additional funds. Now it is crucial to remain committed to the tasks ahead,” Giaufret concluded.
Regarding national identity and the question of whether it can be misused as a tool against the EU, he said that it depends on whether someone is trying to manipulate. Reality tells a different story. Diversity is considered an advantage, Giaufret noted.
Andrea Marsella, Italian Ambassador to Montenegro, stated that diplomacy can do a lot to break these narratives. “We should try to break them down if they are multilayered and imposed by autocratic states. This is a general stance we should keep in mind, but it is not an insurmountable problem. We greatly value freedom of speech, and that is why they find it easier to spread negative narratives in our countries because it will be hard for us to find a counterbalance,” Marsella said.
However, the ambassador stressed that the EU has become increasingly better at fighting these narratives. She also noted that, as an Italian, she has always felt welcomed in Montenegro. “There are historical ties between our countries that are so strong, and our friendship is always there. For me, that has never been a problem. So, we can show through examples that not only is the EU a success story, but the countries that have joined have also become successful. The best example is Croatia. Since 2015, the changes have been significant, and the country has positively transformed. This is proof that joining the EU is a positive story because what you gain is extraordinary, it’s a great achievement,” Marsella said.
She also addressed the narrative that joining the EU causes loss of national identity. “That is not true. On the contrary, joining the EU helps the country maintain its identity while freeing it from nationalism,” Marsella assessed.
Marsella also believes that as membership approaches, more negative narratives will be seen. “There are many forces that do not want Montenegro to become a full member of the EU,” she concluded.
During the first day of this year’s jubilee 15th To Be Secure (2BS) Forum, there was unprecedented interest from the international public, visitors, and media.
Domestic and foreign officials, security experts, and businesspeople shared their views on the current political and security climate in Europe and reflected on the challenges facing the Western Balkans region.
It was concluded that Montenegro faces a challenging period but also opportunities that the country should seize to fulfill its most important foreign policy goal — joining the EU. Caution was also urged regarding external influences that could disrupt this path, along with recognition of the significant partnership Montenegro has with NATO, as the main guarantor of peace in the region.