This report presents findings from a series of focus group discussions with citizens of different age groups, journalists, and citizens with high cultural and social capital and influence, examining perceptions of media, journalism, democracy, media use, and trust in media in Albania. The discussions reveal a shared recognition of the central role the media plays in democratic life, alongside a broad consensus that this role is currently weakened by structural, economic, political, and technological pressures.
Across all groups, the media is recognized as a key institution with significant influence on public life and opinion formation. At the same time, participants in all focus groups consistently expressed scepticism about media freedom, independence, and credibility. Media outlets are widely perceived as constrained by political pressure, ownership structures, economic dependence, and weak regulation. Journalists are viewed as operating with limited professional autonomy, often unable to hold power accountable or pursue investigations without interference. While participants acknowledged the existence of ethical and professional journalists, shortcomings in media performance were largely attributed to systemic factors rather than individual responsibility.
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The regional program “Our Media: A civil society action to generate media literacy and activism, counter polarisation and promote dialogue” is implemented with the financial support of the European Union by partner organizations SEENPM, Albanian Media Institute, Mediacentar Sarajevo, Press Council of Kosovo, Montenegrin Media Institute, Macedonian Institute for Media, Novi Sad School of Journalism, Peace Institute and Bianet.
This article was produced with the financial support of the European Union. Its contents are the sole responsibility of SEENPM and do not necessarily reflect the views of the European Union.