2015, VOL. 4, NO. 2

The full articles of this number can be found in the paperback format

Original Article
The Common Albanophone Media Market, between Reality and Utopia

Prof. As. Dr. Mark Marku

Abstract

Even though the albanophone media operates in a common space, of a geographic continuity and a population that speaks the same language; this media is divided in three separated markets, within the geographic borders of the Republic of Albania, Republic of Kosovo and the Republic of Macedonia. Practically, there are no political barriers for the distribution of the media products in all these markets. Especially, after the independence of the Republic of Kosovo and the Ohrid Agreement of 2001, that somehow solved the situation of the Albanians in Macedonia, there are no political barriers in the communication process among the Albanians. Even though the conditions created have been favorable, there have been not so many attempts to create common media spaces. After 1999, the TV channels have been the first to start the attempts in creating common albanophone media space. The creation of this joint media space through the visual media has been facilitated also from the satellite transmissions of the most important TV channels in Albania and in Kosova. In this common communicative space, the Albanian TV channels: Top Channel, Klan TV have the biggest audience in Kosova and in Macedonia. The Kosovar Tv channels or the TV channels of Macedonia have a much smaller audience in Albania. On the other hand, only Top Albania Radio and Radio Tirana have an audience in a part of the territories inhabited from Albanians in Kosova, Macedonia and Montenegro. The other radios cannot transmit outside the territories of the Republic of Albania, Republic of Kosovo and the Republic of Macedonia. Only in the cross border areas between Albania, Kosova, Macedonia and Montenegro, some local radios have an audience that goes beyond the local communities within the territories of the country they transmit.
The press is a medium with the most limited communication in the albanophone area. Practically, the Albanian print media that is
* Prof. Asoc. Dr. Mark Marku, Department of Journalism and Communication,

Original Article
The phenomenology of sub local reporting on the web

Prof. Dr. Artan Fuga

A current problem

Generally, in theory, it is known that digital audience should be particularly closely interested in information of mass communication. Online News becomes interesting when affects a space as close as possible to individuals who receive it. This does not exclude at all the interest of recipients in the message on international news, but always provided this happens only if it remains closely connected with issues of space closer to a community of people, or target audience.
The arrival of mass media on the Internet, together with the development of social media is associated with the idea that now is the turn of sub local or hyper local news, therefore of information covering areas very close toindividuals that make audiences. It is precisely this aspect that we are interested in this treatise. What namely does it mean that the content of news or information dealing with priority issues or topics within a geographical, social, territorial area around individuals that make audiences? So what is the digital news covering the near periphery of the individual or what it is in other word proximity, the micro social news and sub local space when we are talking in the context of mass communication in Internet?
We emphasize this because in the contemporary Western literature we are still in a phase of debates regardingthe above, there are interesting concepts, but which seem to have not yet been developed properly, and therefore leave room for comments and other assumptions. Also, because in the mass media in Albania, and Albanian ones, as a rule, often wehave a mechanical displacement of the contents of information from one platform to another,

Original Article
La place des femmes dans les medias francais

Dr. Cécile Vrain

Abstract

La place des femmes dans les médias français est un sujet d’actualité dans la métropole. Pas une semaine ne se passe sans que le sujet ne soit traité d’une façon ou d’une autre : nominations, publications, pétitions, scandales, etc…
Ce choix de sujet n’est donc pas seulement théorique mais s’inscrit dans une réflexion plus large qui existe aujourd’hui au sein de la société française. En effet, la nécessaire reconnaissance du rôle de la femme dans la société française est un processus en cours. Ainsi, ont été accueillies en avril 2015, au sein du Panthéon, temple de la république démocratique française, deux personnalités féminines extraordinaires, Germaine Tillion et Geneviève de Gaulle Anthonioz1. Toutes deux, figures emblématiques de la Résistance face à l’occupation nazie mais plus encore à la résistance dans son acceptation la plus globale.
C’est un exemple symbolique. Nombreux autres pourraient encore être cités.
La réflexion que j’ai mené concernant cette intervention peut s’axer sur deux problématiques plus particulièrement. En effet, lorsque l’on parle de la place des femmes dans les médias que voulons nous dire exactement ? De quoi parle-t-on ? De la place des femmes dans les colonnes des journaux écrit ou web, sur les ondes des radios ou encore sur des images télévisées ? Où faisons nous référence aux femmes journalistes présentes ou non dans les différents médias ?

Original Article
The right to free expression in Kosovo rate

Ibrahim Berisha

Abstract
The paper work focuses to analyze the regulated rate of media during the media transition period, into a specified context of public relations, as well as ethical and professional impact of this norm that has to do with the freedom to speak, to distribute and get information. The approach will focus on public media report, the audience, ethical obligation and legal rights in the society of Kosovo after 1999. The regulatory rate is being analyzed divided into two periods: the first, period after the war, from 1999 to 2006, when the Kosovo society was administered by UNMIK (the Constitutional Framework, media regulations and administrative decisions) and the second period before and after the recognition of the state of Kosovo by the international community, from 2006 to 2014, when the rate is approved by the legislature of the Republic of Kosovo.

KeyWords: Electronic media, the right, regulative norm, freedom of speech, Kosovo

Original Article
Les médias occidentaux et leur influence dans les tiers-mondes : Le cas des médias étasuniens1

Prof. As. Dr. Derek El Zein

Épouvantail ou Eldorado ?

Depuis leur création, les Etats-Unis d’Amérique savent que leur destin ne peut être que mondial. Baigné du moralisme de ses pères fondateurs et rapidement détaché des puissances coloniales européennes, l’expansionnisme américain a très vite pris la forme d’une domination continentale qu’aucune autre puissance ne pouvait concurrencer sur son propre continent, avant de se propager déjà en direction de l’Asie et en particulier du Japon. Les deux guerres mondiales gagnées par les Etats-Unis ont achevé la construction de l’hégémonie américaine qui, contrairement aux souhaits de certains et aux fantasmes d’autres, ne sera pas remise en cause d’ici peu.
Les Etats-Unis comptent ainsi parmi les pays développés les plus jeunes de la planète, mais font néanmoins à l’heure actuelle tant figure d’épouvantail que d’Eldorado dans les pays des tiers-mondes. Cette fascination et cette répulsion simultanées que provoque de manière paradoxale la première puissance mondiale, se situent pourtant à divers niveaux. Citons parmi ceux-là, les domaines militaire, politique et, bien entendu économique. Pour ce qui concerne plus particulièrement le domaine des médias, ce dernier ne manque pas de cristalliser tout autant de rancœur, d’envie et de fascination

Original Article
Multiculturalism and the Albanian- speaking media in Macedonia: Modern global models and local issues

Aurora Ndrio Karameti

Abstract

This paper focuses on an analysis conducted on two levels. The Albanian media in the multiethnic Macedonia are analyzed in terms of its place in the pan-Albanian media market, which tends to exceed the boundaries that exist between different states and to follow the models of global media. The Albanian media market in Macedonia carries some elements that constitute a special interest for media analysis as it operates in a multicultural social environment, where the concern for the right use of the Albanian language as the second largest official language continues to occupy a good part of the Albanian-speaking media production. This media production from Macedonia is small or not at all present in the Albanian media abroad and therefore the micro-culture of the Albanians of Macedonia, is little known from the Albanian audience abroad. This phenomenon occurs while the Albanian public in Macedonia is a consumer of media production from Albania and from Kosovo. How and why is this partial exchange happening? Is this a cultural or a professional phenomenon? From the methodological point of view, this is an ethnological work based on the ethnography of communication method. This approach enables media production elements as well as elements of information and communication to be analyzed in a close relationship with the cultural context of the society in which the media

Original Article
Turkish traditional media in Kosovo, Macedonia and Albania

Alban Tartari

Abstract

This paper will try to focus on the work and activities of Turkish traditional media in three countries of our region, Kosovo, Albania and Macedonia. These media combine two aspects of communication media: communications from and towards Turkish communities in these countries as well as Turkey’s communication to these countries. In this paper will be addressed local Turkish media as television, radio, newspapers, magazines and websites which have a private character. Also, there will be treated two Turkish public media, “TRT” and “Anadolu Ajansı”, which broadcast / publish currently in Albanian language from Ankara, Tirana and Prishtina. The purpose of this paper is to provide an overview of the functioning of minority media in Albanian area and public media of another country (namely Turkey) in Albanian language. What is media message and how it is structured in two models?

Original Article
The propaganda and the image of Kumanova incident

Dr. Hasan Saliu

Abstract

Countries aim to create a positive image for themselves even through propaganda exerted by state actors, being presented as a victim of aggression, in order to gain sympathy from others. One such case of being presented as victims by demonizing the other party, was the armed incident in Kumanovo, Macedonia which happened at the beginning of the month of May; an event which had a great media coverage by international media. In this incident Macedonian side sought to present itself as victims of aggression caused by extremist citizens from Kosovo. International media widely reported the incident while a foreign publics, uninformed in details about the Balkans developments, is often influenced by the primacy effect of the message, be that a false one. The paper will address the huge international media coverage on this armed incident where 18 people were killed seen from the perspective of the image of Albanians in general and Kosovo in particular. The main hypothesis that arises here is that the incident in Kumanovo, despite great uncertainties and doubts about the event itself, has negatively affected the international image of Albanians to distant public. The paper aims to analyze the coverage of the powerful international media; the primary message that was given and whether later explanatory information were provided thus to clarify the uncertainties. The primary message, even if it is a propaganda message, is estimated to be more effective than subsequent correction, especially in cases when the receiver of the message is a hardly informed public with the developments or the public which does not show any specific interest to such developments.

Original Article
Albanian language media in Montenegro and National Culture

Ismet Kallaba

Abstract
This article is about the importance of minority media in the multiethnic and multilingual countries, such as Montenegro, in informing the minority population and preserving their national identity. It deals specifically with the media in Albanian language, which has its characteristics in relation to other media especially due to its linguistic features. They play an irreplaceable role in the presentation and preservation of culture, language and national identity of Albanians in Montenegro. The article’s purpose it to analyze various aspects of the relation between the media in Albanian language and national culture, as well as their interdependence. Since in terms of today’s trends, the global culture is constantly replacing the national culture, the question that arises from this issue is for how long it will survive (national culture)? As a case study is taken the newspaper “Koha Javore” as the only weekly published Albanian- language newspaper in Montenegro. One of its most important features is the creation of the Albanian common cultural space. The article defends the thesis that the Albanian language media in Montenegro are an important factor for the development of national culture, respectively national identity since the public interest in such matters is primary here.

Original Article
Consumption of media products in the region of Podujeva

Azem Osmani

Summary

This paper will focus on explaining the theoretical concepts related to media consumption in the region of Podujevo. While research data will reflect the current state of the consumption, is the use of products made available from traditional media and new internet media. The hypothesis that arise in this paper is concerned with the level of consumption of new media and traditional media, to know which products are used more in the function of information, communication, knowledge creation, entertainment, and the issue of the duration and time limit of their use. I consider this a very important issue, because research gives us a clearer picture of which of the types of media products are consumed or used more. This will be a guiding compass for media centers, which media products are more attractive to the public in the region of Podujevo, to create opportunities in changing the approach opposed to the current reality. It is therefore considered expedient that this research be put into reality in the public interest of the Podujevo region.

Original Article
Geography of news in the print media, according to the geographic level!

Zylyftar Bregu

Abstract

The purpose of this paper is the observation and analysis of the geography of news in the print media in Albania. Six daily newspapers, which represent four different types of print media, have been studied for 30 days on news geography, based on five geographic levels. First, the continental news (European); second, Balkan news; third, national news; forth, regional news (county), and finally, local news. The analysis has been carried out in several areas simultaneously; first, for each geographic area the Information topics have been monitored based on the common structure of the Albanian print media; political, economic, social, cultural, art, daily news, etc. Secondly, the genre through which the information is conveyed (news, analysis / commentary, reportage (feature), interview) has been highlighted and also it has been studied if the genre is defined depending on the country of the origin of information. Finally, there has been monitored the news authorship for each geographical level, and from where the news is reported. This article ascertains the interrelation of the information, based on the geographical concept, the reasons for reporting, and specifics of this reporting. The methodology used is that of the measurement and analysis of the product / information in the press, of course, based on the theoretical literature. There have been chosen some daily newspapers published in Tirana; daily newspapers that are the official papers of the main political parties, respectively “Zëri i Popullit” and “Rilindja Demokratike”; two self-declared independent media, respectively “55” and “Dita”; a daily newspaper of the centre “Panorama” and a daily newspaper which is an ‘extension’ of some other business activities, “Mapo”. This is a quantitative and qualitative analysis.

Original Article
Albanian political parties PR strategies in the mediatization of Mayor Candidates in Local Elections 2015

Arta Sakja

Abstract

In the contemporary elections’ political world public relations plays a crucial role. Political Parties Public relations is a method that political parties broadcast messages to their supporters/ voters, specially this activity, intensifies during election periods. The main purpose of political parties PR is the use of media to communicate to voters the political party policies. This article will analyze the effective use of online media by political parties in pre-election periods of local elections held in Albania on June 21, 2015, focused on the strategy used by, the announcement of the names of potential candidates for mayor until their final selection, and their coverage by the media. The article aims to investigate the strategic interplay of responsible communication experts in political parties and the journalists who cover politics in the seven bodies of the media that were scrutinized: Tema Online, Dita Online, Shqiptarja.com, Shekulli, Mapo, Panorama, English, and Standard. The article also aims to assess the effectivity of PR strategies in providing news coverage produced by PR experts (either in the form of a press release, or press conference, or news, without allowing the identification of the source) in the media and how to reach this. As a result, it was observed a good cooperative relationship between communication managers in political parties PR units which will be handled by this article as part of the PR machinery (S pindoctor) with Political journalists, but the result of the strategies coverage is determined not only and simply out of this relationship. It is established by the attitude of media entrepreneurs towards political parties, whose stance has been adopted already by the media political reporters.

Original Article
The spin doctor: an alternative approach of public relations in albanian administration?!

Blerina Gjerazi

Abstract

This study will focus on the approaches of public relations in the Albanian administration and its cooperation with journalists in spreading information through various channels. Taking as a study case the Albanian Justice System, the paper will discuss the following questions: 1. Is spinning emerging as an alternative of PR in Albanian administration? 2. What are the dominant characteristics of public information? 3. As a result, are there implications for mass communication theory and for the practice of journalism? Using communication and public relations theories intertwined with empirical evidences, the study suggests that spin doctor can be considered as a distinguished communication role, but at its infancy. Putting a positive spin on events, shedding the truth and spreading the information via mass communication channels raises the discussion of information trends and perception to the potential publics. As information technology is in continuous development, as social media are increasingly challenging the traditional media, the effectiveness of spin is in question.

Original Article
The impact of Public Relations in media during election campaigns

Mirdaim Axhami & Loreta Zela

Abstract

The increase and strengthening of the public relations (PR) industry has directly impacted media content. Nowadays, in Albanian media it is almost impossible to find TV programs – talk shows, news, newspapers, magazines and the like – in which public relations are not present. The main reason is that media and public relations are considerably correlated. It should be noticed that the presence of public relations in media is higher during the election campaigns because political parties and politicians try all they can to influence the editorial line of the newscasts in order to meet their political goals. This article aims to show how public relations impact media content, especially during election campaigns. The research questions that this study poses are: how public relations impact quality of information communicated to the media? What is the role of public relations in the so-called “agenda-setting” theory of media? Does the media financial crisis affect journalism- public relations relationships and, if that is the case, in what way? In conducting this research, we have relied on empirical data, which include interviews conducted with stakeholders in the media industry, such as journalists, editors, as well as previous research in this field.

Original Article
The way of influencing journalists in Kosovo

Hyrë Tejeci

Abstract

The debates on the press freedom have never disappeared throughout the history of print and electronic media. However, during different periods of this history, the restrictions on press freedom have been expressed more or less, in a harsh or soft way, depending on social, political, economic or cultural developments. My professional curiosity has pushed me to conduct a research on the real shapes and dimensions of the influence on journalists and media outlets in Kosovo. The feedbacks from the questionnaires show that the influence on the journalist is bigger than the external perception. Through the questionnaires I’ve tried also to understand the ways and methods of influencing. Based on the analysed questionnaires the influence on journalists is executed in a direct or indirect way, in a strong way (by order) or in a polite way (through advices and recommendations).

Original Article
Albanıan journalıst between professıonal standards and external pressures

Ramadan Çipuri

Abstract

Freedom of information is guaranteed by the Constitution, not only in Albania, but even beyond. Even though it constantly remains a controversial issue. Media, mainly their employees in general, for various reasons do not go to the end of their requests. The pressure on the journalist is increasing every day from politics, media owners, advertisers etc. This paper will examine three major dimensions related to the freedom and status of journalists in the Albanian media, with the accompanying duality between the exercise of professional standards and external pressures. Firstly, the paper will shed light on the importance of the status of journalists. The main problems faced by Albanian journalists is an unregulated media market. Secondly, the paper will assess the main sources affecting the freedom of practicing journalism. Thirdly, depending on the above conditions, the study will analyze the economic dependence (condition) of Albanian journalists and its consequences. At the end of the study, based on cause- effect analysis, it is aimed to find the main problems dealing with the community of Albanian journalists.

Original Article
Tele-Democracy: Albanian Talk Shows and New Media

Elvin Luku

Abstract

When Phil Donahue first aired The Phil Donahue Show in Dayton, Ohio, in 1967, he made the studio audience a full participant by putting them in direct dialogue with guest experts or celebrities. Critics evaluated this as a revolution in television talk, which has variously been called participatory television.1 Today, nearly half a century later, history recurs. Social networks create opportunities for talk show programs to have an interactive communication with a much wider audience, even international.2 Thanks to the social media tele-democracy takes a full dimension! But, how do talk shows in Albania exploit these new platforms? What is the opinion of the TV hosts on them? What is the studio audience involvement and what are the social networks used for? – These are some of the questions that will be given an answer in this paper. The research is based on interviews and a survey with 31 talk show TV hosts in Albania; archived talk show programs and contemporary authors on communication and new media.

Original Article
The communist press as an important element in the atheist propaganda in the Albanian totalitarian regime 1960 – 1970

PhD Cand. Sokol Paja

Abstract

In the Albanian totalitarian regime, the communist press played an outstanding role throughout the regime, from 1945 to 1990. The only purpose of the Albanian media would be assisting the totalitarian state. The media would transmit that selected information and data, complying with the ideological and political point of views of the party-state. Therefore, the public, the media and the public were regarded and functioned as the same unity. The atheist propaganda of the communist system was particularly special in brainwashing the Albanian people for the proletariat war that would lead into the triumph of the proletarian revolution and establishing the proletarian dictatorship in Albania, where media gave a big contribution. An introduction to the means and organization of the atheist propaganda in the communist regime in Albania follows up in this paper. In addition, a deeper prying would be performed in the atheist articles in the press, among famous newspapers of the time, such as: “Bashkimi”, “ZeriiRinise”, “ZeriiPopullit” etc. What was the role of the written press? Which was the true purpose of the atheist propaganda? What was the bond between the power, media and the propaganda? The Albanian communist party, confined to its Marxist-Leninist principles throughout the regime, would aim to thoroughly change the people psychologically and affect their lifestyle. In the atheist propaganda the religion would therefore be a synonym to the old, bourgeois lifestyle, the old-fashionable behaviors, emphasizing how the outdated religious propaganda had only kept the people in ignorance. The information conveyed from every element of the socialist society in the working units and party organizations would include the political, ideological, economic, social, educational, cultural activities of the Albanian communist system.

Original Article
Political communication through “Koha jonë” editorial (1997)

Valmora Gogo

Abstract

This study will fully analyze and elaborate the political communication and message carried over to all newspaper readers, from Feb-March 1997 through “Koha Jonë’’ editorial. My main goal will be the understanding of the media’s role in conveying political messages to the public masses, considering the impact that this newspaper, in particular, had on the Albanian public at the time. Through a detailed analysis I will aim to bring a closer view to the style, tone, figuration and all elements used by this type of journalism. A considerable part of the same analysis, will be the role of this editorial as a catalyst of the political developments. As I will analyze the message, I will also intend to analyze its author (i.e., editor, director of the newspaper and the like) as a political information communicator and in some stances even as a key player taking over the role of a political party. My analysis will be based on political communication literature and peer reviews. The 1997 newspaper “Koha Jonë’’ marked the last period of this linear media that flourished at the time.

Original Article
Aspects of the multimediality developed in Albanian online journalism

Rrapo Zguri

Abstract

A large number of scholars consider multimediality as one of the essential features of online media. Distinguishing between “multi- media” and “multiple media”, most researchers define the multimediality used in online media as the integration of two or more mediums or media formats in the process of reporting for online journalism. Based on the theoretical literature, the proposed paper is intended to shed light on the specifications and features of multimediality developed into major news websites localized in Albania. The research on multimediality of the news websites is focused in two plans: At first are studied separately multimedia elements that are used in online news reporting. Thus, making a kind of deconstruction of the concept of multi-media, this paper studies the use and specifics of photos, info- graphics, animations, videos and audios, analysing them as separate multimedia elements used in online news reporting. Later, in another plan, these multimedia elements are studied as part of “multimedia storytelling” package. Multimedia storytelling applied through the integrated multimedia package, represents actually the highest level of multimediality of a news website and reflects the maximum use of the web capacity in this regard. The work undertaken in this paper aims to highlight the experience and the problems of the multimediality applied in major news websites in Albania, in comparison with models, achievements and best global practices in this field. Under this optics it is hoped that this trial be a useful study for media agencies operating in the field of new media and online journalism. Analysis and conclusions of this study are supported by an extensive empirical research conducted over a period of several years by the author of this research. The study also offers relevant and useful recommendations for online media activity in the future.

Original Article
Performance features of the Albanian speaking web radios

Arben MUKA

Abstract

Albanian speaking internet radios is the media units, that about a decade ago have eliminated state borders, have exceeded the limits that newsrooms have for the expansion of the transmission frequency and coverage zone, becoming accessible on any of the points of the globe where Albanians live and work. Opening an online radio solution is not only driven by the lack of frequencies for wireless transmissions, or reaction against the effects of economic crisis, but it is also in synchrony with the technological developments in the media industry and expansion of the internet in a wide scale. Internet radios promote decentralization in the broadcasting market and with the trend of 3G and 4G standards they come more and more to the features a radio like the others available since smart phones started existing, without having the need to be equipped with a dedicated receiver – one of the problems with the economic and financial features that has slowed down the process of transition from analog broadcasting to digital audio. Radio newsrooms are becoming more and more in favor of the dual access to their products; in the classic version, as well as through online services in the virtual space. This is a forced relocation of many factors inside and outside the premises of the radio station, technological momentum on one of the aspect, increasingly large infiltration of the internet or the limitless race performed by the telecommunication industry with the numerous offers of the mobile telephony and on the other, associated with the above, is the pressure that comes from the modification of the audience behavior. Considering that the media customer “delves” more to informative and entertaining content on the virtual space, then the radio owners and managers maneuver by serving a portion of the product in the online format. According to David Hendy, internet radio presence creates a new dimension, since its audience from local becomes global. “This offers radio companies the chance to build a global presence and in some cases perhaps a global brand”.1

Original Article
The space of sensational news and hate speech news in the Albanian written press

MA Aurora BEGA & MA Sadiola MALIQATI

Abstract

After crossing the early stages of transition in Albania, the main assembly in the press was placed by political news, it seems that this relay was already taken by conflictual news, as well called the “sensational” news. Press is turned to the news that sells more. The audiences of written media, but also the media in general are more interested in the conflictive news, paying attention to actuality, which is directly related to their lives, giving a second importance to political news. Newspaper editors and executives recognizing the new trend of their audience have given more space and weight conflicting news that tends toward the negative, but that makes sensation turning again the newspaper to the old postulate “The bad news is good news “. Regarding to a still fragile democracy in Albania, this phenomenon raises the larger question whether newsrooms of newspapers have faded the well-known relationship media- politics, paying more attention and importance to the media – audience relationship? Have the models of media altered over the years of democratization? The answer to these questions will be drawn as a result of the measurement of space occupied by these two fields in the pages of main newspapers in Albania throughout a 2-month monitoring. Also, as an outcome of a comprehensive analysis of journalistic discourse in the political and actual affairs.

Original Article
Albanian TV programming on the eve of the switch over to digital terrestrial broadcasting

Diana Kalaja

Abstract

The paper addresses the television programs’ production and analyzes this content for national coverage television stations in Albania. Television programming in Albania has moved quickly toward quantitative and qualitative growth over a period of 10 years, but is still dominated by top-down perspective look at the audience, which remains mostly a passive one. Television stations, mostly imitate each other in their program structures and strategies. The paper gives statistical data of 2013 for three national coverage television stations of the different TV genres. The paper sets the focus on the development of Albanian TV market at the point of transition to digital terrestrial television broadcasting, as the deadline is set for mid June 2015. Television management, as a specific form of business management, presents some of its characteristics through program percentage occupied by each of the television genres in the structure of TV programming. The “economy of television”, figures and numbers of advertisement revenues and audience seems to take priority over television programming, and this is also present in Albania nowadays on the verge of a digital terrestrial TV broadcasting. The Sustainable Development Index for the media industry and also the effect of business management factor in Albania are presented in the paper.

Original Article
Albanian online media and functioning models

Erlis Çela

Abstract

The creation of the first information portals in Albania has a relatively short history that goes a little further than a decade. Online media are currently an undeniable reality, and along with the positive innovations that they have brought to the media market or media industry in Albania, they have been accompanied with some problems. The nature of these information portals in itself or of different journalist blogs, which rush towards the last minute news, prompted by the big competition on the web have a somewhat difficult rapport with the reliability of the information that they publish. Often times the audience is suspicious of the veracity of the information and it is expected that they read the same news on many different websites to make sure that it is true. The online media, as the whole media market, needs financial revenues in order to survive and continue the activity. But how much do these portals guarantee revenues, what are their relations with advertisers and how much their behavior has changed in delivering advertising budgets? On the other hand, these new media have also created an additional market for the journalists or new reporters, who now form an important community. Even though some years ago being a journalist was only connected to the job in a television, newspaper or radio, we now have a large number of reporters engaged full time or part time only in online media. The need to study related to the status of these journalists employed in these portals arises from this new reality. How are they treated financially, does their professional engagement change because they are only employed in an online media, how does their status change related to the source of information compared to the colleagues in traditional media? This study aims exactly at finding answers related to the questions arising towards the models of functioning of the online media in Albania, their rapport with reliability and the status of the journalists employed in these media.

Original Article
The role of media in the shaping of the Albanian national identity in the period between 1925-1944

Gazmend Leçini

Introduction

The period after 1925 is characterized by a certain political stability that produced a favourable situation for the Albanian press which took full advantage of the moment. We can say this on account of the great number of newspapers and especially periodicals that proliferated during this period. It seems like the press found the “proper language” with the power whom it stang from time to time, but also flattered too, according to the ideological position of the medium.
The common feature of the press between 1925-1944 was the consolidation of the Albanian national identity, as the state institutions were consolidating too. The press of this time seems to have responded to an internal national need for emphasizing those qualities that unified Albanians and oriented their integration within the Albanian state structures, although they might be part a culture beyond Albania’s state boundaries. Here I have in mind the dissociation of the Muslim Community from the Turkey-centered Caliphate, as well as the efforts of the Orthodox Community for gaining autocephality from the Istanbul Patriarchate.

Original Article
Politicization of education and culture through media in Elbasan County during the ’60

Elvin Elezi

Abstract

The journal “Mësuesi” as an official organ of Education and Culture Ministry, since its first publish, besides other topics has also put an emphasis in reflecting the state ideology in educational and cultural institutions. This ideology, which came as a directive from the state leader, Enver Hoxha, who in his speech for educational reform, would declare: “We are making the educational reformation because it is necessary in building the socialism in our country. It will serve for a better education and preparation of youth for life and other tasks, in order to build a socialist and communist society”. This was cited in “Mësuesi” newspaper on 9th February 1962. A part of this general feature of life in the country, were even the educational and cultural institutions in Elbasan County. During this period a big importance was given to the fact that the actual task was the political propaganda in schools and cultural institutions (houses of culture), by using even other forms of media, such as: “Zëri i Popullit” and “Bashkimi”, which were official newspapers of the Party of Labor and its tools. At least it is referred is this way in the weekly “Mësuesi” during the `60. In this way, the media didn’t just spread its editorial line, but at the same time it suggested other media of the same line or even more radical.

Original Article
Online identity

Ilire Zajmi – Rugova

Abstract

Social media have become an arena of rapid dissemination of information, global communication, self – promotion, freedom of expression, but also hot debates and powerful tool of shaping identity. Identity is the concept socially attributed. Social media identity is regarded as “an extension of everyday life and cultural change tool.” So, identity formation as a social concept is being transformed with new global methods. This transformation is happening thanks to social media. Social networking platforms enable the creation and placement of real or false identity in the virtual world. Online identity paper analyzes the creation of identity, motives that push individuals to create these identities, compares the creation of identities in the virtual and real world and the way of communication between users. Also addresses the problem of communication with anonymous users, with whom the impression of individual identity is explored.

Original Article
Cultural Identity and Role of the Albanian Public Broadcasters

Raimonda Nelku

Abstract

Development of national cultural identity, is depended on several factors. One of that key especially, in terms of public broadcaster’s role in society is considered media policies. Albanian Public Broadcaster, is a major player in constructing and strengthening of the national cultural identity. Its role and purpose is very well defined in the Audiovisual Media Law. The last decades was associated with the emerge and competition of private television stations, whereas the functions of the Albanian Public Broadcaster has not only been strengthened but in contrary, it has been weaken. This paper will be focused on national cultural identity, as one of the key principles of the Albanian Public Broadcaster. On how it has been supported as it is legitimized in the Audiovisual Media Law and perceived by the public of the country. It comes to conclusion that the State by exercising of their economic and political power and control over the Albanian Public Broadcaster, has damaged and prevented the fulfillment of this principle. State-RTSH, remain de facto, close links of a chain, which still hold pending public interests.

Original Article
Standard albanian opposite dialectic features in audiovisual media in Kosovo

Manjola Lubishtani

Summary

The media, means as modern of expression and cultural lingual communication, encompass one of the essential spaces where the standard Albanian must be mastered and promoted. With the unification of Albanian language in the Albanian Orthographic Congress in 1972, and preliminarily with the Council of Prishtina in 1968, the Albanian standard was embraced and supported as the official version, practical in all public, institutional and educational spheres also in Kosovo. The reality today proves there is an unsatisfactory level of grasping and use of the standard as opposed to dialectical forms or provincial speeches, which features are heavily encountered in the media domain. This paper aims to reflect the real situation of the use of standard Albanian by its speakers and media newscasters in some electronic broadcasters, such as: RTK, Klan Kosova, RTV 21 and RrokumTV (the latter as a broadcaster promoting Gheg speech, as a language version opposed to its standard). We have made efforts to answer some questions in regard to the scale of the use of standard, the influence of lingual formation of guests towards the presenters, the level of standard mastered by speakers and presenters, their commitment to correctly use the norm of standard Albanian and the typology of TV shows, as dictators of the use of standard and dialectic forms.

Original Article
The interaction of journalist and media owner in the journalism culture of Albania

Jonila Godole

Introduction
The following paper aims to analyze the relationship of journalists and media owners in Albania, theoretically and empirically. The main thesis of the paper is that journalists as well as media owners should be treated as actors with their own pragmatic interests, which tend by these interests and build their relationship on the basis of their compliance or not. Because journalists do not work in a vacuum. During their daily job they encounter restrictions and influences that impact the product, i.e. the output they present to the audience at various degrees.1
These influences may be visible such as self-regulation or the code of ethics,but also invisible within the newsroom,such as censorship and professional ethos. We should not neglect the influence of the audience, the sources and the deadlines for delivering finished products because as McQuail notes“the content is systematically and seemingly influenced by organizational routines, practices and intentions, more than personal or ideological factors”2. So, if some time during the communist regime the journalists faced a series of barriers typical of totalitarian systems, nowadays the barriers are of a different nature.

Thesis is peer review journal published by AAB College