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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Item HISTORIKU I ADMINISTRATÊS TATIMORE TÊ KOSOVÊS DHE NDIKIMI NÊ BUXHETIN E KONSOLIDUAR TÊ KOSOVÊS(AAB College, 2025-07-22) Sadriu, BasriGjatë 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.Item Higher Education in Kosovo: Media Coverage and the Challenges(AAB College, 2025-07-18) Terziu, LavdimThe 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.Item COVID-19 And International Business: Insights and Policy Challenges(AAB College, 2025-07-18) Bajraktari, KaltrinaThe 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.Item The Impact of Social Media on the Development of Women Especially in Transition States(AAB College, 2025-07-18) Izmaku, Xhevahire; Gashi, RrezartaThe main goal of this paper was to highlight the importance of social media in the development of women entrepreneurs in the state of Kosovo, where the number of women entrepreneurs is increasing every day. In this research, two objectives are presented: to analyze the influence of social media on women’s entrepreneurship in the case of Kosovo and to measure the impact of social media usage on sales of women’s entrepreneurship in the case of Kosovo. To realize this empirical research, a questionnaire containing 25 questions was used, and 750 women entrepreneurs answered this questionnaire over a period of 5 months. The results of the analysis are presented through descriptive analysis, Pearson correlation, and the OLS model. The results of this research show that social media has a positive effect on increasing sales in women-led businesses; they have easier access to communication. Also, the results indicate that these media have a positive impact on increasing the audience as well as reducing expenses during the marketing campaign. Based on the presented results, it is stated that social media is the primary influencer in the development of women’s entrepreneurship, and these findings are nearly similar to the results of research conducted by authors from various countries.Item Kadare and the Theater(AAB College, 2025-07-15) Koliqi, KushtrimThe 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.Item Exploring the Role of Digital Social Pressure on Smartphone Addiction(AAB College, 2025-07-15) Dula, AliPeople 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.Item MOTIVATION OF EMPLOYEES IN THE PUBLIC SECTOR THROUGH ORGANIZATIONAL COMMUNICATION CASE STUDY: VALA MOBILE COMPANY, KOSOVO(AAB College, 2025-07-15) Abrashi, GazmendThe 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.Item Navigating media literacy in the AI era: Analyzing gaps in two classic media literacy books(AAB College, 2025-07-15) Saliu, HasanThe 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.Item Gutenberg’s death in the Balkans: news values in Kosovo and Albania(AAB College, 2025-07-15) Saliu, Hasan; Izmaku, XhevahireWhen 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.Item Gaps in Public Diplomacy: Analyzing the Approaches of Veteran Authors(AAB College, 2025-07-15) Saliu, HasanThis is a review of A research agenda for public diplomacy, by Eytan Gilboa (Ed.) (Edward Elgar Publishing).