Mass Communication
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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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Item New Media Advertisement and Subsequent Effects on Purchase Intention of Consumers: An Empirical Study(AAB College, 2025-07-14) Kelmendi, Jeton; Sinani, ResulIn 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.Item Raportimi i Televizioneve Kombëtare të Kosovës dhe njohuritë e qytetarëve për procesin e Integrimit Evropian(AAB College, 2025-07-14) Sinani, ResulShteti i Kosovës aspiron që në të ardhmen të jetë anëtare e Bashkimit Evropian. Për ta arritur këtë ka përpara një proces të gjatë, apo një rrugë integruese që duhet përshkuar. Njohja e kësaj rruge nga qytetarët e vendit (krahas njohjes së domosdoshme që duhet ta kenë politikanët), do ta lehtësonte dhe ndihmonte këtë proces. Në kumtesën me temën ‘Raportimi i Televizioneve Kombëtare të Kosovës dhe njohuritë e qytetarëve për procesin e Integrimit Evropian’ shtrohet dhe argumentohet hipoteza se “Njohuritë e qytetarëve të Kosovës për procesin e integrimeve evropiane varen nga raportimi i televizioneve kombëtare rreth procesit të integrimit evropian”. Mbështetur tek rezultatet e hulumtimit të opinionit rreth njohurive të qytetarëve të Kosovës për procesin e integrimit në BE, konstatohet se ata dinë shumë pak rreth këtij procesi dhe për vetë BE-në, ndërsa shumica e tyre e dëshirojnë integrimin e Kosovës në këtë organizëm, pa ditur edhe aq për pasojat apo përfitimet që i sjellë për vendin anëtarësimi në BE. Hulumtimet tregojnë se qytetarët e Kosovës, njohuritë e tyre rreth këtij procesi më së shumti i marrin nga mediat, ngase këtë gjë nuk kanë mundësi, ose kanë shumë pak mundësi që ta bëjnë nga lëndët në shkolla, qofshin ato të ciklit fillor dhe të mesëm apo të atij universitar. Për të konstatuar dhe argumentuar lidhjen e raportimit të Televizioneve Kombëtare të Kosovës dhe njohurive të qytetarëve të Kosovës për procesin e integrimit evropian do të maten dhe analizohen raportimet për këtë tematikë në edicionet e lajmeve qendrore të RTK, KTV, RTV 21 dhe KLAN Kosova.Item The impact of the content of the television programming upon the politicization of the Kosovo society(AAB College, 2025-07-14) Sinani, ResulThe effect of the media over the society is the object of the studies of the social science of communication since its founding up to today. A lot of scientific theories explore, argues and explain the connections and the effect of the media over the public. The purpose of this paper is to evident and argument the effect that the media, especially the TV programming has on the politicization of the Kosovar society, which is manifested in a large number of conversations that have to do with politics. In order to argument the direct link between the content of the TV programming (as a media) and political conversations among citizens, this writing will present the results of measuring the contents of the four biggest TV stations in Kosovo: RTK, KTV, RTV 21 and Klan Kosova. What was measured is the amount of programs that have political content within a week at the time when the viewing is at its peak, or in what is known as prime time, from 17 00 to 24 00 h. It also involves an opinion poll of the public which was asked about the influence of the content of TV programs on their daily conversations. The results of programming contents prove a very high percentage of political programs on these four TV stations (RTK 1, KTV, RTV 21 and Klan Kosova), whereas the results of the public polling prove the direct influence of the contents of this programs on the daily conversations.Item THE CHALLENGES ON NATIVE LANGUAGE INFORMATION DURING OCCUPATION: METAMORPHOSES OF THE ALBANIAN LANGUAGE MEDIA IN KOSOVO(AAB College, 2025-07-14) Sinani, ResulThe history of the media in Kosovo is connected to the destiny of the Kosovar people themselves. The right for information in Albanian language was a right that was gained in coherence with other rights which the Kosovar people gained through its history and the realization of these rights came in a time when Kosovo was a part of ex-Yugoslavia, which starts with the fall of the Ottoman Empire and ends with the Kosovar war of 1999. Ever since the end of WWII, in Kosovo, Albanian language media start functioning, newspapers, radio and later on TV, as government media, same as it was for all the media that functioned in the Eastern system, to which Yugoslavia belonged to. In the last years of existence of the former SFRY the Albanian media became a part of the national Albanian agenda and they mirrored the political requests of Kosovar Albanians for more rights within the ex-Yugoslav state, up to the point of making Kosovo the seventh republic within the federation. This was opposed by the Republic of Serbia which, amongst many other actions that were undertaken to damage the rights and freedoms of native Albanians in Kosovo, also shut down the Albanian Language media, respectively the only daily newspaper “Rilindja” as well as Prishtina Radio and Television (RTP). In a situation of information blackout in Albanian language two magazines, “Zëri i Rinisë”, which was weekly, and “Bujku”, which was a professional agricultural newspaper went through metamorphosis by turning themselves into newspapers that followed daily actualities and they started publishing more frequently than usual until “Bujku” which was by then staffed by ex-Rilindja workers turned into a daily newspaper. At the same time the journalists from RTP at first secured a 5 minute slot for transmitting Albanian Language news on “Radio Zagreb”, while later they secured transmission space on “Radio Tirana” as well as on the satellite transmissions of the Albanian Television (TVSH). This article, through interviews made with people who were some of the characters in this story brings the facts of this metamorphosis and speaks of its importance, while bringing to mind a model, in which journalists and media workers reacted to the state of occupation, and have managed to spread the news to the audiences in their native language.Item THE ROLE OF TELEVISION ON NATIONAL SOCIOCULTURAL COMMUNICATIONS(AAB College, 2025-07-14) Sinani, ResulItem Përdorimi i facebook-ut për ndryshimin e profilit publik të politikanit(AAB College, 2025-07-14) Sinani, ResulNë 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.Item Diaspora as a Communicating Actor in Public Diplomacy Compared to Public Government Diplomacy in the Case of Kosovo(AAB College, 2025-07-14) Sinani, ResulDuring 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.Item The Control of Information in Traditional Media through the Social Ones(AAB College, 2025-07-14) Sinani, ResulThe usage of social media by Kosovar politicians is almost absolute. Politicians of all levels have their accounts on Facebook as well as other social networks. They use those for various reasons, starting from contacting the voters and supporters during the election campaigns as well as during the time they are in the office, up to presenting their stands and ideas that have do with different issues of public interest. For many of them, especially for low-level politicians the social media, mainly Facebook, have become the only place where they express themselves, since they find it almost impossible to become a part of the traditional media, especially of those on the national level, like newspapers, radio or television. Whereas for high-leveled politicians, concretely the heads of main institutions like the prime-minister, the head of parliament or the president, who refuse to be interviewed and be present in political shows where they could face questions from the journalists or the public, they are using Facebook statements in order to avoid direct questions from the journalists about the political subjects of the day. By making it impossible for them to take direct answers through their journalists the traditional media (newspapers, radio, TV) have to quote the posts that the politicians are making on Facebook. The kosovar journalists and the heads of media see this tendency of politicians, especially of the prime minister as the lack of transparency, avoidance of accountability, control of information and setting the agenda of the media. This paper attempts to argument the hypothesis that the high level politicians, the heads of main state institutions in Kosovo are controlling the information in traditional media through the usage of social media. In order to argument this hypothesis as a case study we have taken the Kosovar (ex)PM Hashim Thaçi whose almost every status and update has been quoted by the media. We have also interviewed journalists and editors of Kosovar media houses who have expressed their thoughts about the subject, while supporting the hypothesis of this paper.Item REPORTING IN DAILY PAPERS IN KOSOVO ON LOCAL AND INTERNATIONAL CULTURAL EVENTS(AAB College, 2025-07-14) Sinani, ResulThis paper presents the results of the survey on the amount of reporting on local cultural events in relation to the international ones, as well as comparing the flow of this reporting among newspapers taken as a case study: ‘Koha Ditore’, ‘Zëri’ and ‘Kosova Sot’. According to research in different countries, reporting on international cultural events prevails in relation to local ones. The results of this research show that the reporting situation is almost the same with other daily newspapers in Kosovo.Item Portrayal of Woman in Beer Advertising in Kosovo (Case of PEJA Beer)(AAB College, 2025-07-14) Sinani, ResulBeer advertising is often criticized for representing male protagonists in a leading and dominant role in relationship to women, introducing the female figure according to gender stereotypes. In such stereotyping, the woman is reduced to a sexist object of seduction. In order to investigate how the female figure is portrayed in the advertisements of the largest beer company in Kosovo, PEJA Beer, this paper examines the content of its advertisements. From the analysis of the advertising content that appeared on television between 2008 and 2019, we found that the man appears in the leading and dominant role whereas the woman is often presented through gender stereotypes. The research results show that there are more cases of advertisements in which there is no participation of women. In fact, only one advertisement is realized with a female protagonist. However, the perception to the female as an object of seduction and sexuality is extended in this advertisement. Therefore, the paper argues the hypothesis that the advertising of PEJA beer adopts gender stereotyping: The man adopts the dominant role with the woman in the background and portrayed as a temptation object with sexist elements.