COMMUNICATION AND MEDIA OF THE 21ST CENTURY: EDUCATIONAL AND PROFESSIONAL CHALLENGES: International Scientific Conference of the Bulgarian Federation of Journalists, held on October 27-28, 2022.

Media freedom in Western Balkan countries has been restricted for years, and the authority of the journalistic profession has been systematically undermined. Apart from pressure from governments, political and economic circles, the media in the region are also susceptible to foreign influences. The article analyzes the vulnerability of media in Western Balkan countries to third-party influence driven by cash flows. Prerequisites are presented that increase the possibility of direct intervention in editorial policy. Interference that results in biased coverage, the spread of disinformation or the formation of certain attitudes among the audience. Answers are sought to the questions: what are the motives of foreign governments to sponsor media and “causes” the countries of the Western Balkans, what is the nature of the funding – secret or public?