MAPPING GENDERED DISINFORMATION IN THE WESTERN BALKANS – BOSNIA AND HERZEGOVINA

In June 2021, a Zenica-based online outlet, which does not disclose its authors, drew readers in with a provocative headline: “Take a look at the dirty dance of councilwoman Tufekčić.” The article promised scandal, but the attached video delivered nothing of the sort.

Instead, it showed councilwoman Emina Tufekčić mildly swaying to the rhythm at a private birthday celebration. Despite the video’s innocuous content, the article painted Tufekčić as unfit for public office, suggesting that if her political career faltered, she could always fall back on her so-called “dancing talent.”

This piece is a textbook example of gendered disinformation—a tactic designed to deter women from participating in the public sphere by weaponizing false or misleading narratives rooted in gender and sexuality.

While Bosnia and Herzegovina has seen academic and NGO reports on the media’s portrayal of women, and some research specifically targeting disinformation, the first comprehensive study on gender based disinformation was only published in March 2024. The study aimed to “create a foundation for future research by providing an initial diagnosis” and to identify ways the topic could be explored in greater depth. It expanded the scope to include not just women but also LGBTIQ+ groups and themes.

The findings were troubling but not surprising. Gender and identity-based disinformation in Bosnia and Herzegovina mirrors globally recognized patterns of anti-gender discourse. Such disinformation serves a dual purpose: it undermines women by exploiting conservative societal assumptions about gender roles and sexual norms, and it advances political, social, or economic agendas through gendered narratives.
While the study refrained from claiming clear temporal trends due to its limited three-year scope, it predicted an uptick in gendered disinformation during election cycles. The research also highlighted a significant portion of disinformation laced with anti-Western narratives.
Several factors make Bosnia a fertile ground for the spread of gendered disinformation. The regulatory framework of the online space is in its infancy, with policymakers only beginning to consider how to transpose the Digital Services Act (DSA) into an already fragile legal framework. There are no comprehensive mechanisms to address gender-based violence, and even its most extreme form femicide—is met with inadequate protection from law enforcement. Victims often report feeling powerless, a sentiment echoed by Tufekčić, who not only faced disinformation but also online threats of sexual violence.

When she turned to the police for help, their response was dismissive and unhelpful.

Reporting Diversity reports confirm that hate speech targeting women is rampant, making it the most common category of hate speech online. Disinformation frequently intertwines with hate speech, using patriarchal norms to attack women’s appearances, sexualities, or deviations from traditional gender roles. This patriarchal culture is deeply normalized, while gender equality is often dismissed as an “imported” Western concept. The media environment remains particularly susceptible to foreign influences, especially from Russia, where anti-gender discourse is a key element of broader disinformation campaigns. This report analyzes disinformation in Bosnia and Herzegovina over the past five years, drawing on fact checking analyses from Raskrinkavanje.ba and the Reporting Diversity database. It also includes insights from interviews with local politician Emina Tufekčić, a frequent target of disinformation, and fact-checker Nerma Šehović.

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