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 The Return of Media Diplomacy: Examples from Kosovo(AAB College, 2025-07-15) Saliu, Hasan; Abrashi, GazmendAfter the Cold War, states focused their campaigns on self-promotion on the global stage, so media diplomacy has been pushed to the periphery, hence not being a central research theme. However, the geopolitical clashes over Kosovo and the war in Ukraine have repositioned the role of media diplomacy in international politics. This paper aims to analyze Kosovo's media diplomacy in the following key moments: at the time of the declaration of independence (2008), and during the Russian aggression in Ukraine (2022). Data were collected from global media such as CNN, Al Jazeera, Reuters, and The New York Times, which have given space to Kosovo’s political actors and influential global politicians. The US president Bush was the example of the enormous media coverage in 2008. Messages of these communications were analyzed using the framing method. The results show that media diplomacy revived in three cases: before and after Kosovo's declaration of independence in 2008, and again in 2022, with the fear that the Russian scenario for Ukraine would be followed by Serbia against Kosovo. Also, media diplomacy today establishes communications between countries with no diplomatic relations and even between countries with strained relationships.Item Narratives of Public Diplomacy in the post-Truth Era: The decline of Soft Power(AAB College, 2025-07-15) Saliu, HasanThis 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.Item PUBLIC DIPLOMACY OR PUBLIC GLOCALIZATION? RETHINKING PUBLIC DIPLOMACY IN THE POST-TRUTH ERA(AAB College, 2025-07-14) Saliu, HasanPublic diplomacy is the communication of state and non-state actors with foreign publics for beneficial objectives. Nowadays, in this connected world, public diplomacy activities have changed. Scholars are divided into two main groups regarding these activities: the first group rates listening as the most important dimension of public diplomacy, whereas the other group considers information management to be its main activity. The choices of both groups, however, are based on the communication period before the emergence of social media, deep mediatization, fake news and the post-truth era. Therefore, this article aims to review the hierarchical taxonomy by analysing new communication considerations. It concludes that in the post-truth era, with 4.5 billion of the world population using online platforms and with a billion messages sent every day, listening no longer serves as the main dimension of public diplomacy. Information management now serves as the main form of communication, whereas public diplomacy has become public glocalization.Item Cultural Diplomacy of Kosovo after the Declaration of Independence(AAB College, 2025-07-14) Saliu, Hasan; Llunji, VeneraThe 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.Item The Evolution of the Concept of Public Diplomacy from the Perspective of Communication Stakeholders(AAB College, 2025-07-14) Saliu, HasanThe purpose of this article was to analyse the concept of public diplomacy from the perspective of communication actors. Public diplomacy implies the communication between state and non-state actors and the foreign public, and the process of informing, influencing, establishing long-term relations and realizing foreign policy goals. While most studies to date view such communication activities as social interactions, some scholars consider them to be foreign policy activities, in which case the concept of public diplomacy is explained in terms of an interdisciplinary approach. Through the critical literature review, this article argues that public diplomacy shows the interaction between different communication stakeholders and the foreign public, where the former give direct messages and often achieve the desired effects through communication channels. By analysing public diplomacy activities carried out by communication actors, the article concludes that the concept of public diplomacyItem Public Diplomacy and Related Concepts from the Perspective of Lasswell’s Communication Model(AAB College, 2025-07-14) Saliu, HasanThe purpose of this article is to explore the differences between public diplomacy and similar concepts that relate to the country’s international image. Concepts such as public diplomacy, traditional diplomacy, foreign policy, international public relations, propaganda, national branding, etc., are often seen as synonymous. A mere observation of these concepts is provided in the literature review. These concepts are elaborated based on the communication actors’ perspective, the inter-communicating parties, the message providers, the message recipients, and the mode of communication, whereas identifying the differences and distinctions between them is realized according to the Lasswell communication formula. The conclusions show that this communication approach provides more potential to identify the differences between these concepts as compared to the current approaches, which view them from an interdisciplinary perspective.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.