Several factors contributed to Milosevic's declining popularity. First, the economic hardships faced by Serbia due to international sanctions impacted public sentiment. As the living standards deteriorated, many began to question Milosevic's confrontational approach. Second, the wars in Croatia, Bosnia, and Kosovo brought immense suffering and displaced populations, leading to a war-weariness among Serbs. Third, the increased censorship and oppression further alienated intellectuals and the urban populace. Finally, the 1999 NATO bombing campaign, although initially rallying Serbs behind Milosevic, eventually exposed his inability to defend Serbia from international aggression, weakening his position and leading to his ouster in 2000.

While Milosevic and Rugova were undeniably central figures, other personalities significantly influenced events in Kosovo. Among the Albanians, leaders of the Kosovo Liberation Army (KLA), such as Adem Jashari and Hashim Thaçi, became prominent in the late 1990s. Their advocacy for armed resistance challenged Rugova's pacifist stance, shifting the dynamics on the ground. On the Serbian side, figures like Radovan Karadžić and Ratko Mladić, though more directly involved in Bosnia, indirectly impacted Kosovo by shaping Serbian nationalist policies and military strategies that spilled over into Kosovo.

After the 1999 NATO intervention and the establishment of a United Nations administration in Kosovo, Rugova's approach underwent a noticeable shift. He started engaging more robustly in the rebuilding of Kosovo's institutions and political structures. Rugova's Democratic League of Kosovo (LDK) participated actively in the elections organised by the UN, and he was elected President of Kosovo in 2002. He advocated for Kosovo's eventual independence while working closely with the international community. Despite facing opposition from rival political entities that emerged post-war, Rugova remained a prominent figure until his death in 2006, consistently pushing for a peaceful, democratic, and independent Kosovo.

The international community largely viewed Ibrahim Rugova's commitment to non-violence favourably. Rugova's peaceful approach drew parallels to figures like Mahatma Gandhi and Martin Luther King Jr. Western governments and international organisations saw him as a moderate voice amidst the regional chaos, making him a favoured interlocutor in diplomatic negotiations. Rugova's strategy to gain international support for Kosovo's plight involved frequent meetings with foreign diplomats and statesmen. While the West expressed sympathy, tangible support was often limited, reflecting a hesitancy to deeply involve itself in the intricate Balkan disputes or confront Milosevic directly until the situation deteriorated significantly.

Slobodan Milosevic adeptly utilised state-controlled media to propagate a narrative that bolstered his image and his political agenda. State television channels, especially RTS (Radio Television of Serbia), were used to disseminate nationalist propaganda, presenting Serbs as historic victims, especially in the context of Kosovo. Negative portrayals of ethnic Albanians, often depicted as terrorists or extremists, played into existing prejudices. Moreover, independent media outlets and journalists who countered this narrative faced intimidation, censorship, or outright suppression. By controlling the media narrative, Milosevic ensured a homogenised public discourse that amplified his political messaging and marginalised opposing views.