By the end of November 1995, when people were already starting to walk around in Sarajevo’s streets, due to the recent Cease Fire Agreement, I noticed a marble plaque on a wall, at Marshal Tito’s Avenue, that said:
–“Truth was the first casualty on the fratricide war of Bosnia”.
It was said that the plaque had been put there by a small group of Sarajevo’s intellectuals, who had managed to elude the snipers.
The origin of that famous phrase is attributed to the US Senator Hiram Johnson (1918), when he referred to the misinformation campaigns during WW I, and the way it influenced the results on the battlefield.
The very same phrase applied perfectly to the ex-Yugoslavian conflicts. Truth had been suffocated under the political arguments of each opposing faction. The Serbs had lost the media/information battle, and that made all the difference in the result of Bosnia’s (and Krajina) war. In modern times, one could win all battles and still lose the war, if he couldn’t tell his version of the story; fast. The Bosnian muslin understood it, and dominated the media battle field; thus influencing the decisions in the confrontation lines. The way to deal with warfare had evolved; once more.

The problem was that news media journalism had not evolved with the same rhythm of the available (communications) tools. Satellite communications demanded life and constant flow of information; and the audiences what an hourly update of what was going on in the battlefield. However, no even the military operations had such a high rhythm. After each combat, or skirmish, the fighting grounds normally enter a quiet phase, were there’s nothing to report about. Not on the military Situation Report (SITREP) neither on the news media report; but the demand for an update persists.
The absence of “Breaking News”, on an hourly basis, combined with the political agenda of the news media channels, were putting a tremendous pressure on the editors back home, and they made sure to transfer that pressure to the reporters on Bosnia’s grounds. The “war correspondents” had to feed their bosses with some “stuff” to broadcast or print; and that’s what they did … they looked for “stuff”; and fast, even if that distorted the information. Reporting first became more relevant than reporting better; and it would have to have a touch of dramatics (because that’s what the audiences wanted). The new mantra was:
–“If it beads, it leads”.

It was a mixture of information and (sadistic) entertainment – and that’s how INFOTAINMENT was borne.
The presence of war correspondents on the fighting grounds was just another characteristic of the battlefield reported on the daily briefings; like it was the meteorology, the battle order, or the daily flight schedule. There was nothing anyone could do about it; apart from being fit to operate, and carry-on under those conditions.











