Yerkoy, Samet2025-02-172025-02-1720242630-622010.17829/turcom.1489475https://doi.org/10.17829/turcom.1489475https://hdl.handle.net/20.500.14517/7648Yerkoy, Samet/0000-0002-2682-4986This article examines the media framing of the demonstrations in North Macedonia's capital against the French proposal aimed at resolving the country's dispute with Bulgaria and initiating EU accession talks. The protests, held from July 2, 2022 to July 16, 2022 under the slogan "Ultimatum, No Thanks," reflected widespread opposition to the proposal, which many saw as detrimental to Macedonian national interests. Through a qualitative analysis of media coverage, specifically focusing on online media outlets, the study explores how different frames, such as Nationalist Confrontation and Ethnic Solidarity, shaped public discourse and perceptions of the protests. The government's portrayal of the proposal as protecting the Macedonian language and identity contrasts sharply with the opposition's view of it as leading to the 'Bulgarization' of the nation. This research fills a crucial gap in understanding the interplay between identity politics, diplomatic negotiations, and media representation in times of high political tension. The issue remains highly relevant today as it continues to be a significant obstacle to North Macedonia's EU accession. The findings suggest that media framing significantly influences public opinion and political outcomes. Furthermore, the study highlights the broader implications for interethnic relations in the Western Balkans and the ongoing EU accession processes.eninfo:eu-repo/semantics/openAccessMedia FramingNorth MacedoniaBulgariaEu AccessionWestern BalkansArticleN/A46117143WOS:0013982872000060