Mass Communication

Permanent URI for this collectionhttps://repository.aab-edu.net/handle/123456789/52

The Mass Communication community showcases scholarly publications and research outputs authored by faculty and researchers in the Faculty of Communication. This collection includes journal articles, working papers, conference proceedings, and other academic works that contribute to the understanding of theory, policy, and practice. It aims to promote open access to high-quality media and communication research conducted within the institution.

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COVID-19 And International Business: Insights and Policy Challenges
(AAB College, 2025-07-18) Bajraktari, Kaltrina
The Covid-19 viral pandemic has had a distinct impact on various sectors of the economy, especially the services, and certain groups of population imposing the risk of permanent labor dislocations. In the midst of the pandemic, governments have adopted various measures to contain the spread of the virus, inadvertently causing a global economic recession, and thus, a sharp decline in global trade activity. Some estimates suggest that the decline in global trade have imposed a particularly heavy economic burden on trade-dependent developing countries and emerging markets. What’s more, the coronavirus disease has casted doubts on the costs and benefits of the global supply chains that businesses have set up over the last few decades. Over the course of the pandemic-related recession, these chains were disrupted, thus rising the question of adopting policies aimed at reallocating resources in the economy and developing domestic production for goods that were previously imported. This article performs a comprehensive literature surveying of the multidimensional aspects of the pandemic’s effects on international business. Against this background, it allows consideration within a large spectrum of how the coronavirus outbreaks in critical links of the global supply chains have resulted in supply interruptions and how businesses have responded in an effort to increase their resilience to these disruptions.
Cultural Diplomacy of Kosovo after the Declaration of Independence
(AAB College, 2025-07-14) Saliu, Hasan; Llunji, Venera
The article analyzes a segment of the cultural diplomacy of non-state actors of Kosovo who have communicated with foreign audiences through the international media in the period after the country's declaration of independence in 2008. Analyzing the content of media coverage for non-state actors, the article examines the given messages of these actors in some powerful international media, which relate to the possibility of increasing the international image of the new country. The article finds that Kosovar non-state actors have continuously communicated with the global and regional public because it has been impossible for state actors to convey any positive message to the latter. The article, moreover, shows that Kosovar famous athletes and artists or world champions represent the soft power of Kosovo, because they have found enough space to be exposed in the international media. A significant feature of cultural diplomacy in the case of Kosovo is that the presence of hundreds and thousands of foreign peacekeepers in a country with as much security as other Balkan countries is also seen as an opportunity to influence the country's international image.
Diaspora as a Communicating Actor in Public Diplomacy Compared to Public Government Diplomacy in the Case of Kosovo
(AAB College, 2025-07-14) Sinani, Resul
During the past two decades Kosovo has often been a subject of the news, and taken airtime in the most powerful international media through which it became known to the world public opinion. The highest presence was during the 1998-1999 war and especially during the period of the NATO bombing campaign against Serbia when almost everything was broadcast live. This picture of Kosovo still prevails in the world's public opinion and it identifies Kosovo with the war, thus as a post-conflict society. Ever since the proclamation of independence of 17th of February 2008 its governments have tried to change and improve this image through public diplomacy, but despite these attempts the tone of the stories in the world media, which as we know is more attracted to negative than to positive news, especially when it comes to small countries like Kosovo has not changed. This article deals with the attempts of the public diplomacy of Kosovo and the news it has produced during 2014-2015 for the international media and the world public compared to the news and the image that was projected by the members of Kosovar diaspora for the world opinion. These arguments that the potential of the diaspora is many times greater while the image is completely positive when compared to the potential and the image that comes from within Kosovo, which is completely negative.
EXPERIENCES WITH AND RISKS OF INTERNET USE AMONG CHILDREN IN KOSOVO
(AAB College, 2025-07-14) Saliu, Hasan; Rexhepi, Zija; Shatri, Saranda; Kamberi, Mimoza
This paper aims to explore the use of, experiences with, and risks of internet among children in Kosovo. This country has never been involved in the European project called Kids Online. Through a survey based on the Kids Online questionnaire, 437 children aged 11-16 were surveyed in 34 schools across the country. The results show that over 90% of children of this age stay online from one to six hours; YouTube and Instagram are the most preferred platforms; over 90% of them own smartphones. Conversely, many parents have admitted to being less knowledgeable about technology than their children. Parental mediation and schooling remain important, and the paper recommends the introduction of Media Literacy as a separate subject in pre-university education in Kosovo.
Exploring the Role of Digital Social Pressure on Smartphone Addiction
(AAB College, 2025-07-15) Dula, Ali
People who do not use 21st-century technologies, especially smartphones, are unconsciously encouraged by the network society to use these technologies. Therefore, today, people are not only using digital technologies but are also exposed to social pressure due to digital interaction networks. Therefore, one of the important factors behind smartphone addiction is the digital social pressure felt in society. However, research examining the role of digital social pressure is very limited. In order to contribute to the limited literature in question, this research explores the effect of digital social pressure on smartphone addiction with the Structural Equation Model. Thus, it provides empirical evidence to the literature. The sample of the study consists of 620 people selected by the cluster sampling method. Data were collected with a questionnaire including Personal Information Form, Digital Social Pressure Scale and Smartphone Addiction Scale. In order to show the causal relationship between the variables, the data were analyzed with SEM. The results show that digital social pressure has a very strong positive effect on smartphone addiction. As the level of education increases, digital social pressure increases and smartphone addiction decreases. People involuntarily use messaging applications such as Whatsapp/Telegram intensively. Organizing various trainings to prevent digital social pressure is very important to reduce the negative effects of smartphone addiction. Thus, individual and social well-being can be improved.
Gaps in Public Diplomacy: Analyzing the Approaches of Veteran Authors
(AAB College, 2025-07-15) Saliu, Hasan
This is a review of A research agenda for public diplomacy, by Eytan Gilboa (Ed.) (Edward Elgar Publishing).
Gutenberg’s death in the Balkans: news values in Kosovo and Albania
(AAB College, 2025-07-09) Saliu, Hasan
When the audience shifted online in the age of social media and platformization, the gulf amongst journalists on what constitutes news today grew. Television journalists and editors continue to feel that the public should be provided with the information they need, i.e. the elite-centric method, whereas digital journalists and social media managers believe that the public should be presented with what the public wants, i.e. the popular-centric approach. As a result, the aim of this article is to investigate the news values considered by journalists and editors in Kosovo and Albanian media. The results of in-depth semi-structured interviews with journalists, editors, and social media managers demonstrate that Kosovo, which has the youngest population in Europe, has no paper press since the beginning of 2020, although the press in Albania survives for traditional third-age readers. Televisions are elite-focused; however, in Kosovo, televisions adapt items for social media, aimed at a younger audience. In both countries, digital journalism is increasingly audience-focused, with sensation, entertainment, and conflict as the primary news values. Regardless of the standardized methods, the article proposes that different countries be evaluated for newsworthiness based on their political and socioeconomic environments.
Gutenberg’s death in the Balkans: news values in Kosovo and Albania
(AAB College, 2025-07-15) Saliu, Hasan; Izmaku, Xhevahire
When the audience shifted online in the age of social media and platformization, the gulf amongst journalists on what constitutes news today grew. Television journalists and editors continue to feel that the public should be provided with the information they need, i.e. the elite-centric method, whereas digital journalists and social media managers believe that the public should be presented with what the public wants, i.e. the popular-centric approach. As a result, the aim of this article is to investigate the news values considered by journalists and editors in Kosovo and Albanian media. The results of in-depth semi-structured interviews with journalists, editors, and social media managers demonstrate that Kosovo, which has the youngest population in Europe, has no paper press since the beginning of 2020, although the press in Albania survives for traditional third-age readers. Televisions are elite-focused; however, in Kosovo, televisions adapt items for social media, aimed at a younger audience. In both countries, digital journalism is increasingly audience-focused, with sensation, entertainment, and conflict as the primary news values. Regardless of the standardized methods, the article proposes that different countries be evaluated for newsworthiness based on their political and socioeconomic environments.
Higher Education in Kosovo: Media Coverage and the Challenges
(AAB College, 2025-07-18) Terziu, Lavdim
The purpose of this research work was to approach higher education in Kosovo from the viewpoint of both print and electronic media coverage, as well as to point out the challenges derived from the current practice. The paper addresses the impact of media on higher education promotion and development, in addition to quality improvement. Furthermore, it aims to generate discussion on how media coverage of higher education can positively contribute to its development, including impact on wider society. Media’s role in public information, its attitude in relation to educational reforms, and society’s awareness on changing needs have been analyzed thoroughly. In addition, the challenges faced by higher education institutions and its coverage by media were analyzed. The research was conducted with a structure and methodology based on theoretical, empirical findings, and discussion on education and media. The main finding is that media provide adequate coverage of events and information primarily in the negative context, with very little attention paid to good practices and more positive messages. Further, the research suggests that education in general and higher education in particular, is closely linked and affected by politics, On the other hand, there is a lack of professionalism in the journalist profession, particularly amongst those dealing with educational issues in general and higher education in particular. Electronic media coverage in many cases is considered disproportionate towards certain groups. Thus, both sides media and HE institutions are critical of each other and there is clear mistrust and lack of cooperation.
HISTORIKU I ADMINISTRATÊS TATIMORE TÊ KOSOVÊS DHE NDIKIMI NÊ BUXHETIN E KONSOLIDUAR TÊ KOSOVÊS
(AAB College, 2025-07-22) Sadriu, Basri
Gjatë luftës së fundit ekonomia kosovare tërësisht u shkatërrua. Pas çlirimit të vendit, filloi rindërtimi dhe zhvillimi ekonomik me ndihmën financiare të Bashkësisë Ndërkombëtare. Andaj thuhet se Sistemi Tatimor i Kosovës është sistemi më i rinj në Evropën Lindore, zhvillimi i të cilit ka filluar në vitin 1999. Fillet e tij datojnë nga fundi i vitit 1999 kur Misioni Ndërkombëtar i UNMIK-ut themeloi Autoritetin Qendror Fiskal të Kosovës nën juridiksionin e të cilit kanë qenë Doganat dhe Administrata Tatimore e Kosovës, të cilat ishin të obliguara që t’i implementojnë rregulloret mbi Politikat Tatimore të Kosovës, të nxjerra nga Këshilli Ekonomik Fiskal, një trupë pranë Misionit Ndërkombëtar i cili është marrë me përgatitjen e këtyre rregulloreve. Siç u cekë më lartë, implementimin e rregulloreve me të cilat është rregulluar sistemi tatimor, kanë qenë: Doganat, Administrata Tatimore dhe Komunat. Sfidë e menjëhershme e kësaj fazë ishte niveli i zbatueshmërisë së tatimeve dhe sidomos futja e kësaj politike në interes dhe përputhje me nevojat e ekonomisë dhe sektorëve të ndryshëm të shoqërisë në vendin tonë. Politika e mirëfilltë Fiskale Tatimore në Kosovë filloi kur Institucionet e Përkohshme Qeverisëse të UNMIK-ut filluan të zëvendësohen me Institucione Vendore, dhe rregulloret filluan të zëvendësohen me ligje. Sistemi Tatimor i Kosovës ka evoluar nga sistemi i rregulloreve të UNMIK-ut, në sistemin e ligjeve të nxjerra nga Kuvendi i Republikës së Kosovës, të cilat plotësojnë Standardet Ndërkombëtare dhe Parimet e Bashkimit Evropian.
INTERNATIONAL IMAGE OF THE COUNTRY THROUGH STRATEGIC COMMUNICATION, CASE OF KOSOVO
(AAB College, 2025-07-14) Saliu, Hasan
Countries aim to enhance their image in order to derive economic, trade, tourism benefits, but also to create political and military alliances, cultural or ideological benefits. For this reason, the increase of image is an important dimension for the performance of the state interest. To accomplish this interest by increasing international image of the country, state and non-state actors take various measures often using communication channels, spots, they organize various student’s visits, or cultural exchanges etc. This paper deals with strategic communication activities in Kosovo to increase its image, the value selected for this purpose, is communication channel and the expected effect of these activities. Findings show that the most expensive campaigns, was wrong value message, communication channels and the public didn't see in holistic perspective.
Kadare and the Theater
(AAB College, 2025-07-15) Koliqi, Kushtrim
The transformation of a literary work into other artistic and cultural dimensions is always intriguing and challenging. This transformation is frequent in cases when a certain literary work is brought to the theater through dramatization and staging. A constant debate among theater, film and literature artists is that of dramatization and staging of a literary work in the form of a theatrical performance or some other artistic medium. The arguments and counterarguments are numerous and are usually based on personal experiences or on the outcome and quality of a play or film emerging from the dramatization of a literary work. Perhaps due to the low output of theatrical productions in Kosovo or lack of creative ideas, the dramatizations of literary works into a theater plays are rare in Kosovo’s stages. In spite of cases being sporadic, some attempts at theatrical productions deriving from dramatization of literary works do exist and the most serious among them are those based on the literary works of authors such as Ismail Kadare, though not always possessing the qualities that characterize the original works. By approaching Ismail Kadare’s work from a different angle, that of its dramatization and staging for theater, I aim to contribute to the recognition of the Albanian literature in another dimension, namely that of playwriting and theater. This will be achieved by illuminating the principal and fundamental issues of the relationship between the literary work and the theater, focusing on the particular potential Kadare’s work has for staging.
MOTIVATION OF EMPLOYEES IN THE PUBLIC SECTOR THROUGH ORGANIZATIONAL COMMUNICATION CASE STUDY: VALA MOBILE COMPANY, KOSOVO
(AAB College, 2025-07-15) Abrashi, Gazmend
The aim of this study is to reveal the role of internal organizational communication in motivating employees in public service organizations. Data were collected from 249 surveyed employees, in the mobile telecommunications sector in Kosovo, specifically in the Vala mobile company. The collected data was analyzed by using the SPSS system. The study found that information sharing had the greatest effect on employee motivation, followed by employee involvement in decision-making. This paper can be useful for managers and heads to create an organizational culture that promotes both motivation and performance. This paper is unique as it examines the links between organizational communication, motivation, and performance.
MULTIPLE TARGET AUDIENCES, CRITICAL ANALYSIS OF PRISTINA-BELGRADE DIALOGUE
(AAB College, 2025-07-14) Saliu, Hasan
Political actors often use media to convey messages of self-praise to the public. In such cases, they give the media only the information representing their positive side. When the developments in society pose increasing public interest as was the case with the last agreement between Pristina and Belgrade which is treated in this paper, the parties pay more attention to presenting themselves as winners against each other, rather than being concerned with informing the public about the real content of the international agreement. The findings of the paper show that a message giver, which could be either the Serbian party or the Albanian party of Kosovo, has at the same time four groups of message receivers: the country’s opposition, its electorate, the opposing parties and the international mediation party. Considering that their message is addressed to those four different types of public, the findings show that the givers of the message do not hesitate to massage the message in order to impact the four different groups of public, and use media only as a transmission channel of their public relation strategies.
Narratives of Public Diplomacy in the post-Truth Era: The decline of Soft Power
(AAB College, 2025-07-15) Saliu, Hasan
This article aims to build a better understanding of today’s communicative changes of public diplomacy in the post-truth era. Today, our communication environment has changed compared to decades ago: about 5 billion people communicate online and compete among themselves through their social media narratives, which are the main platform for the distribution of fake news in the post-truth era. The question posed here is: what are the winning narratives in the complex global environment of public diplomacy? Through problematizing review, this article analyses the sources of soft power which were described at the end of the Cold War, and which remain effective even in today’s communication environment. Also, the purpose and influence of public diplomacy has been problematized, analysing how to influence foreign government by influencing its citizens. The paper concludes that the values of soft power described three decades ago only have limited and specific effects on non- European publics, but not on European ones. Additionally, it is impossible to influence European governments by influencing their publics through public diplomacy because the context has changed and the values of soft power in these countries no longer have the former distinctive gap between them.
Navigating media literacy in the AI era: Analyzing gaps in two classic media literacy books
(AAB College, 2025-07-09) Saliu, Hasan
The migration of the public into online platforms, the full mediatization of everyday life, the transformation of individuals into media entities via social media, the emergence of new forms of bottom-up censorship, and the involvement of non-human actors (such as AI) as media communicators and producers, have profoundly reshaped contemporary society. For these reasons, this study aims to analyze these pivotal transformations and assess how effectively they are addressed by two seminal media literacy texts, which have dominated the 21st century with media literacy editions, one by author James Potter and the other by Stanley Baran. Utilizing a problematization methodology, the research identifies gaps in these texts’ coverage of contemporary media phenomena and concepts. These two classic texts lack concepts that are very influential in today’s online life, such as mob censorship, social media literacy, post-truth and the role of AI in online communications. Moreover, integrating artificial intelligence into media production necessitates a practical approach to media literacy. This paper advocates for a holistic approach to media literacy education that equips learners with the skills needed to navigate and critically engage with today’s media landscape effectively.
Navigating media literacy in the AI era: Analyzing gaps in two classic media literacy books
(AAB College, 2025-07-15) Saliu, Hasan
The migration of the public into online platforms, the full mediatization of everyday life, the transformation of individuals into media entities via social media, the emergence of new forms of bottom-up censorship, and the involvement of non-human actors (such as AI) as media communicators and producers, have profoundly reshaped contemporary society. For these reasons, this study aims to analyze these pivotal transformations and assess how effectively they are addressed by two seminal media literacy texts, which have dominated the 21st century with media literacy editions, one by author James Potter and the other by Stanley Baran. Utilizing a problematization methodology, the research identifies gaps in these texts’ coverage of contemporary media phenomena and concepts. These two classic texts lack concepts that are very influential in today’s online life, such as mob censorship, social media literacy, post-truth and the role of AI in online communications. Moreover, integrating artificial intelligence into media production necessitates a practical approach to media literacy. This paper advocates for a holistic approach to media literacy education that equips learners with the skills needed to navigate and critically engage with today’s media landscape effectively.
New Media Advertisement and Subsequent Effects on Purchase Intention of Consumers: An Empirical Study
(AAB College, 2025-07-14) Kelmendi, Jeton; Sinani, Resul
In the present scenario, no one is away from the fast blowing wind of online advertising or more clearly stated as new media advertising. The objective of the paper is to analyse the effect of new media advertisement and the consumer buying behaviour. Simple random sampling is employed in the quantitative research methodology. Data was acquired by questionnaire sent among new media users. A 5-point Likert scale was used to evaluate the questionnaire's suitably designed questions. The sample size chosen is 360 in total. In order to evaluate the impact of the new media advertisement on consumers, different variables have been determined such as, attention grabbing, entertainment, credibility, creative characteristics, emotional appeal. The results of the analysis indicate that the new media advertisements have the greatest impact on consumers' purchasing decisions among all available options. The author hopes to provide insightful analysis of the new media advertisement by relating these findings to pertinent theories from the theoretical framework.
Newsworthiness for Television and Digital Journalism in Kosovo
(AAB College, 2025-07-15) Saliu, Hasan
Today’s public has mostly moved online, but the media has also moved there to reach this audience. News organizations as well. Therefore, the aim of this paper is to explore what television journalists and digital journalists in Kosovo consider news. Using semi-structured interviews with 18 television journalists and internet journalists, the paper explains the news values that journalists in Kosovo now consider. The study concludes that, while digital media journalists believe they are providing the public with more clickable or desirable news, television journalists continue to provide the public with what they believe to be essential subjects about which the public should be educated.
Përdorimi i facebook-ut për ndryshimin e profilit publik të politikanit
(AAB College, 2025-07-14) Sinani, Resul
Në trinomin e aktorëve të komunikimit politik: institucione politike-media-audiencë, mediat sociale në dekadën e fundit kanë hyrë fuqishëm duke gjetur një përdorim të gjerë nga politikanët. Përveç mediave tradicionale, mediat sociale si facebook apo twitter, janë bërë mjet i fuqishëm në shërbim të politikanëve për promovimin e tyre, duke i afruar ata me elektoratin. Rrjeti social facebook është duke u përdorur gjerësisht nga politikanët e të gjitha niveleve në Kosovë. Nga qëllimet e shumta për të cilat po përdoret, facebook po përdoret edhe për ndryshimin e profilit publik të politikanëve. Si rast studimi është marrë përdorimi i facebook-ut nga kryeministri Hashim Thaçi1 gjatë fushatës së fundit elektorale në Kosovë. Ai, sidomos përmes fotografive selfie, që i ka realizuar në çdo aktivitet elektoral ka arritur që të marrë vëmendjen e opinionit dhe të mediave, si dhe ka arritur të krijojë një trend dhe një model të ri të politikanit. Përmes këtij veprimi dhe përmes kësaj strategjie të marketingut politik, ai ka arritur që të ndryshojë profilin e tij politik, nga një politikan autoritar i cili nuk është shquar për afërsinë me elektoratin, duke u shndërruar në një politikan të tipit intim apo politikanit yll. Për të agrumentuar këtë shndërrim apo ndryshim të profilit politik, kam realizuar një hulumtim të opinionit, rezultatet e të cilit mbështesin hipotezën e këtij punimi shkencor. Të anketuarit në përqindje të lartë vërejnë dhe konstatojnë këtë ndryshim. Në vijim të këtij argumentimi gjithashtu kam realizuar edhe intervista me dy ekspertë të medias dhe njohës të aktivitetit dhe profilit politik të politikanit që është marrë si rast studimi.