In an unusual turn for Serbia’s press landscape, several Serbian media outlets found themselves “forced” to publish the flag of the Republic of Kosovo.
Following the playoff draw, portals such as b92.net shared the official international graphics displaying the semifinal matchups and the road to the final. Naturally, Kosovo appeared in these graphics — along with its state flag.
The presence of Kosovo’s flag immediately ignited reactions from Serbian readers, some of whom demanded that the media avoid using the official symbols of Kosovo.
Despite having to share internationally issued materials, b92.net attempted to distance itself by referring to Kosovo as “the so-called Kosovo,” a familiar phrase used to undermine Kosovo’s sovereignty — even as the outlet simultaneously displayed Kosovo’s flag and acknowledged its participation.
The frustration in Serbia has been palpable.
Serbia failed to qualify for both the World Cup and the playoff stage. Meanwhile, Kosovo’s qualification triggered evident discomfort across Serbian media and among many citizens who still reject political and sporting realities.
For once, even those who refuse to accept Kosovo’s statehood had no choice but to face it — in full color, with the flag they so desperately try to avoid.
