Izvorni znanstveni članak
https://doi.org/10.46917/st.16.1.6
Digital media and the perception of military calling: algorithmic personalization and echo chambers in Southeastern Europe
Marija Gombar
Sažetak
This paper examines the impact of algorithmic personalization and echo chambers on young people’s perceptions of military service in Southeast Europe, with a focus on the differences between EU and non-EU states. The research investigates how digital media shapes attitudes toward military careers within the region’s historical, cultural, and socio-economic contexts. A qualitative analysis of social media campaigns reveals key narratives and communication strategies. In EU states like Croatia and Slovenia, the emphasis is on professional growth and international cooperation, while non-EU countries such as Serbia and Bosnia and Herzegovina stress themes of patriotism. Additionally, socio-economic conditions play a significant role in shaping perceptions, with higher youth unemployment increasing the attractiveness of military service as a pathway to socio-economic advancement. The study supports theories related to media construction of reality, social learning, and framing, and it offers guidelines for adapting military recruitment campaigns to digital environments.
Ključne riječi
algorithmic personalization; digital media; echo chambers; Southeast Europe; youth
Hrčak ID:
333295
URI
Datum izdavanja:
9.7.2025.
Posjeta: 1.087 *