The contrast that is pushing journalism towards a double crisis

In a country like Kosovo, where freedom of the media and expression is one of the greatest achievements after the war, this freedom should not be questioned because of the challenges brought by the digital reality. On the contrary, it requires more commitment - from the Council of the Written Media, from the education system, but also from the citizens themselves.

Never before has there been more media in Kosovo and, at the same time, never has it been more difficult to get information. Media products that serve the public interest and respect ethics and professional standards – not only in content, but also in form – often get lost in the endless noise of other content circulating on digital platforms. Much of it has nothing to do with journalism, although it is presented as such.

This is not just a distraction for the audience. Favored by the algorithms of the major platforms, content that is only intended to attract attention is ranked higher and becomes more visible. And this is not always harmless – it often crosses the boundaries of manipulation, even when it comes to issues of great importance.

In a country like Kosovo, where freedom of the media and expression is one of the greatest achievements after the war, this freedom should not be questioned because of the challenges brought by the digital reality. On the contrary, it requires more commitment – ​​from the Council of the Written Media, from the education system, but also from the citizens themselves.

Today we have two different media profiles: one exists to inform, the other to profit and/or manipulate. Content based on facts, context and balance, which maintains professional standards, does not generate income and, consequently, hardly survives. Meanwhile, texts simplified to the point of banality, provocative headlines and stories that encourage imposition of opinion or only superficial curiosity are what bring clicks, distribution and large income.

This contrast is pushing journalism towards a double crisis: financial and ethical.

But what happens when the system that is supposed to protect the values ​​of professional journalism fails to adapt to the digital reality? Today, the assessment of journalism is no longer measured by social impact or the quality of information, but by the number of clicks, the time spent on the page and reactions on social networks. This market logic has turned the audience from citizens interested in information into consumers of fast and often unconscious content.

The question that arises is: how can a media outlet that maintains standards survive financially? In countries with large markets, the economic model of quality journalism has been shaken by technological platforms that absorb the majority of advertising revenues. Media outlets are exploring new forms of sustainability. In Kosovo, where the advertising market is already small, professional media outlets – especially those registered as businesses, not NGOs – face a triple pressure: a constantly weakening advertising market, unfair competition and a lack of support from donors. Add to this the unfavorable distribution conditions dictated by the algorithms of global platforms.  

Meanwhile, sensational and unethical content gains ground. As a result, the public begins to lose the ability to distinguish between reliable news and content that only appears to be news. This leads to an even greater danger: the normalization of disinformation as part of everyday discourse. And when disinformation becomes commonplace, even truth begins to be relativized.

This has also produced a category of “journalists” that ethical principles call “old journalism” – rigid and unsuitable for the age of social networks. A dangerous misunderstanding, which in the name of technological developments tends to relativize the values ​​that separate journalism from propaganda or gossip. Verifying information, separating news from opinion, respecting privacy and avoiding hate speech – are not the luxuries of the past, but universal necessities. In this reality, self-regulation based on the Code of Ethics remains the hope that the profession will not lose its meaning. It is also the best way to protect media freedom, because it avoids censorship and political interference.  

The Kosovo Press Council (KPMC), as a self-regulatory mechanism, has been promoting and overseeing the implementation of the Code of Ethics for twenty years. It is not a media “policeman”, but an address where citizens and the media themselves can hold themselves accountable for professional standards. Its decisions are not punitive, but carry the weight of public opinion and moral legitimacy. This is precisely its purpose: to keep alive the idea that journalism, above all, is a public service.  

However, this is impossible without an aware audience. Media education is no longer a luxury, but a necessity. Every citizen should be able to analyze the source, understand the purpose of the content and distinguish professional reporting from manipulation. This is an effort that requires cooperation: from schools, serious media, civil society and institutions. Media education should start early – even in kindergarten. Schools should teach how to understand the media, how to recognize real news and how to distinguish it from fake or manipulated news. It is the only way to build a responsible and critical society.  

An effective system of self-regulation and genuine media education make the difference. But this requires will and commitment from all parties: the media must be transparent and professional; educational institutions must include media education in school curricula; citizens must be selective and reject manipulated content, while civil society organizations must help raise awareness.  

In Kosovo, where media freedom is one of the most important achievements, we must do more to protect it – not by restricting speech, but by increasing its quality and educating citizens to understand and use this freedom responsibly. Only in this way can we build media that serve the public interest and a society that makes informed and responsible decisions.

 (The author is the editor-in-chief of the Koha Group and the chairwoman of the Kosovo Press Council (KMShK). This article was written within the framework of the “Our Media” project. The views and opinions expressed in this paper belong solely to the author and do not necessarily reflect the views and opinions of the European Union. The regional project “Our Media: Initiative for Advancing Media Education, Dialogue and Activism” is implemented with financial support from the European Union by partner organizations: SEENPM, Albanian Media Institute, Mediacentar Sarajevo, Kosovo Press Council, Montenegrin Media Institute, Macedonian Media Institute, Novi Sad School of Journalism, Institute for Peace and Bianet)