Rugova's algorithms

There was something almost mythical about his approach and unwavering belief in words and images as tools that could transform political reality, at a time and in a context when this seemed impossible. Inexperienced in politics, but with the intuition of a writer, he had created a kind of extraordinary communication algorithm, simple, but which had an impact that not even the algorithms and super-sponsored posts on social networks of today's influencers can have.

There is much to be said and written about Ibrahim Rugova, the former president of Kosovo. A literary scholar and writer turned politician, he opposed Milosevic in the early 90s, using peaceful means and methods of resistance. During those years, he became the central and most prominent figure in Kosovo politics, but he also managed to gain extraordinary international fame. He found himself at the forefront of a complex process, on the one hand, of ideological transformation, after the beginning of the dissolution of Yugoslavia, and on the other hand, of national efforts for freedom and independence. His methods of peaceful resistance and his passivity have been criticized and continue to be criticized by many. His critics have often mocked his inert nature and the annoying uniformity of his attitudes and actions. But most agree that Rugova's approach was the necessary link that preceded the military resistance of the KLA.

There was something almost mythical about his approach and unwavering belief in words and images as tools that could transform political reality, at a time and in a context when this seemed impossible. Inexperienced in politics, but with the intuition of a writer, he had created a kind of extraordinary communication algorithm, simple, but which had an impact that not even the algorithms and super-sponsored posts on social networks of today's influencers can have. With his honest words and his "iconography" in the background, Rugova during the 90s targeted and influenced local and global audiences in an inimitable way.

But how did the Rugova algorithm work? He had created a kind of ritual, repeated every week, in the format of press conferences. In these conferences, which regularly took place on Fridays, and in which local and international media participated, the main images that were captured were his famous scarf, with which he wrapped his neck, and two photographs in the background, on one side he himself with Pope John Paul II, while the other was a photograph of Mother Teresa. These are the main images that were captured and exported to the public, globally, for the entire period of the 90s. And of course, we cannot help but believe that these images were a counter-narrative to the narrative that Belgrade was propagating, that Islamic fundamentalism was being fought in Kosovo. In those, in the conferences, the words, which were few, but carefully selected, also had a powerful impact. Rugova began the conference by greeting international leaders, those who were key and who could have a role in resolving the Kosovo issue, but he did not forget to greet the Pope. The conference was then followed by a summary that he gave of the political and social situation in Kosovo. In those few minutes he managed to take stock of the week, mainly by telling about the murders, violence, raids and imprisonments of people. And in the end he articulated the necessity of an independent Kosovo, as a guarantee of long-term peace.

For those almost ten years, the Rugova algorithm has yielded extraordinary results, beyond the foreseeable. Of course, his approach has been successful because it has had support in a turbulent political context, a tragedy that was real and tangible. Rugova believed that the truth, only when told consistently, becomes the complete and credible truth. And he has given weight to his word with the images that he has kept close to him, as a guarantee of his word and truth. He remains the most important influencer in the region, the key man who has promoted and internationalized the issue of Kosovo, its battle for freedom and independence. Rugova remains a symbol of an honest leader who believed that freedom can also be won by resisting and fighting by peaceful means.