I will brake it down for you in my own words.
The only case in ex Yugoslavia which was ruled "genocide" was the Srebrenica event.
Srebrenica was declared a demilitarized zone and was put under Dutch UN protection. But, a fully armed Bosnian Muslim battalion kept hiding in Srebrenica. It was raiding surrounding Bosnian Serb villages and had killed some 1000 Serb peasants during that period.
Srebrenica was full of Bosnian Muslim refugees. There were being taken in buses away into safer areas. The Bosnian Serb forces were around Srebrenica and were allowing that. At one point, the Bosnian Muslim leader Izetbegovic prohibited refugees from leaving Srebrenica. He had a reason, but you can read that further in the website I give you.
The Bosnian Serbs wanted to stop the Bosnian Muslim battalion from killing Serb peasants, so they attacked Srebrenica and started hunting down every enemy soldier. Those soldiers they caught, were shot. This was done by Bosnian Serbs who went off-command taking revenge for the death of their peoples committed by the Bosnian Muslims.
Of course, this story does not sound like genocide but war crime. The reason it is called genocide is because the Bosnian Serbs were fighting the Bosnian Muslims. The Bosnian Muslims are the official victims of that war, while the Bosnian Serbs are the official perpetrators of unimaginable crime.
One example is the number of 8000 killed Bosnian Muslims. Notice that the number includes Bosnian Muslim soldiers, Bosnian Serb soldiers and people who were later found alive... The real number of people killed at close range was probably not greater than the number of Serbs killed...
These two websites are very clear. They can tell you the whole story:
Reasons of genocide:
http://www.sourcewatch.org/index.php?title=James_Harff
Specially these two passages:
When the Jewish organizations entered the game on the side of the [Muslim] Bosnians, we could promptly equate the Serbs with the Nazis in the public mind. Nobody understood what was happening in Yugoslavia. The great majority of Americans were probably asking themselves in which African country Bosnia was situated. But by a single move we were able to present a simple story of good guys and bad guys, which would hereafter play itself. We won by targeting Jewish audience. Almost immediately there was a clear change of language in the press, with the use of words with high emotional content, such as "ethnic cleansing", "concentration camps", etc., which evoked images of Nazi Germany and the gas chambers of Auschwitz. The emotional charge was so powerful that nobody could go against it.
You could base your research entirely on this link:
http://www.counterpunch.org/2005/10/12/srebrenica-revisited/