Political marketing expert Igor Avžner has strongly condemned the recent wave of hate speech graffiti appearing across Belgrade, characterizing the vandalism as a sign of “political and ideological helplessness” within the ruling establishment.
In an interview with N1, Avžner commented on the appearance of masked individuals painting offensive slogans targeting university students (labeling them “blockaders” and “Ustashe”) and calling Rector Vladan Đokić a “murderer.”
The Inversion of Power and Violence
Avžner argues that the escalation of aggressive rhetoric on Belgrade’s walls is a direct reaction to the waning influence of Serbian President Aleksandar Vučić.
“It is well known that power is inversely proportional to violence,” Avžner noted. “When someone is strong enough, they have no need for force. Over the last year and a half, it is obvious that as Vučić’s political power declines, he resorts to force more frequently.”
The Battle for Slogans: “Students Win” vs. “Serbia Wins”
A central point of contention is the branding war between the growing student movement and the state. Avžner points out that the government is failing in its attempt to hijack and flip student slogans.
- The “Loser” Narrative: Avžner explains that the slogan “Students Win” is particularly painful for the President because “if the students win, it is clear who the loser is—it’s Vučić.”
- Failed Mimicry: While the ruling party tries to counter with its traditional “Serbia Wins” banners, Avžner describes the public reaction as either complete indifference or active negativity, contrasting it with the organic interaction students receive.
- Reactive vs. Proactive: The expert asserts that after 11 years of successful proactive communication, Vučić and his advisors have run out of ideas and are now stuck in a “reactive” position where they perform poorly.
The “Boomerang” Effect
Avžner predicts that these vandalism tactics will ultimately backfire on the government by alienating undecided and “normal” citizens.
“No sane person supports someone spray-painting their entrance or gate,” he said. He believes the polarization of society will drive the middle-ground segment toward the student movement, as people opt for those who do not vandalize private property.
Denial of Reality
When asked if this signals the start of a new campaign, Avžner remarked that Vučić has been in a constant state of “denying reality and attempting to create a parallel one” for nearly 14 years. However, he concludes that this strategy is no longer working.
“Serbia wins when the students win,” Avžner concluded, emphasizing that the President’s attempt to equate himself with the nation is increasingly being rejected by the public.
Key Takeaways from Avžner’s Analysis
| Observation | Implication |
| Vandalism Source | Viewed as “helplessness” rather than strength. |
| Public Reaction | Undecided voters are shifting toward the student movement. |
| Strategic State | The government has moved from proactive to purely reactive. |
| The “Golden Era” End | The parallel reality created by state media is failing to hold. |
