Summary of Considerations by Key Actors
Journalism under Economic, Political, and Digital pressure
This second phase of research The Future of Media in Kosovo examines how the country’s media landscape is experienced by those who live and work within it—citizens, journalists, and media professionals. It moves beyond statistical indicators to capture perceptions of freedom, trust, and accountability in everyday media practice. The findings reveal a media sector that remains formally free but structurally fragile, where economic dependency, political rhetoric, and digital competition continue to erode journalistic independence and quality of media content. Building on the baseline findings of The Future of Media in Kosovo (Mehmeti, 2025), the study highlights how declining trust, ethical lapses, and growing political hostility are reshaping both the role of journalism and public confidence in it. These dynamics unfold within an increasingly polarized society, where political divisions and competing narratives shape both the production of news and the ways in which citizens interpret it.
The decline in public trust emerged as the most pressing concern. Data from the Regional Cooperation Council (RCC) show that confidence in media in Kosovo fell from 50 per cent in 2023 to just 30 per cent in 2024. Two interrelated dynamics appear to drive this erosion. First, internal weaknesses within the media sector—particularly the failure to uphold professional and ethical standards—have compromised credibility. Evidence from the Press Council of Kosovo (PCK) shows that of 90 complaints reviewed between January and September 2025, 47 were upheld as violations of the Code of Ethics. Second, external pressures—especially from political elites—have further damaged public perceptions of journalism. The Association of Journalists of Kosovo (AJK) documented several verbal and administrative attacks by political leaders between January and October 2025, including smear campaigns and intimidation of journalists. Such rhetoric has normalized public hostility towards the press and fostered a climate of fear.
