Though the Balkan wars have seen their share of scholarly interest, the media that supported them have been at the hub of academic research signifi cantly less often. In this article, we confront the warmongering rhetoric of one of the oldest dailies of the Balkans, the Politika, dividing its discourse in several topical categories, wherein the daily promulgated the offi cial Serbian ideology against the Ottoman Empire and Albanians. Putting the Serbian army in the front of most reporting, it was framed as noble and patriotic, whilst the enemy forces were oft seen as cowardly and lacking in military competence. Both the Ottomans and the Albanians were depicted as lacking in human characteristics and civilized behavior.