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Monitoring Report "Media and Memory"

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Author: Assoc. Prof. Dr. Jonila Godole (Project Director)
Scientific Supervisor: Prof. Dr. Mark Marku
Scientific Editor: Acad. Prof. Dr. Artan Fuga
Monitoring Team: Enkelejda Çifligu, Erblin Jaku, Besmir Godolja, Jona Cenameri

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This report presents the key findings and strategic insights from the research and monitoring project Media and Memory: How Traditional and Social Media Shape Historical Narratives in Albania. Conducted between November and December 2024, the study analyzed 701 media items across television, online news portals, OTT platforms, and social media to assess how historical memory is portrayed, negotiated, and consumed in the Albanian media landscape.

Key Findings

The research shows that historical memory in Albania is increasingly shaped by platform dynamics and editorial structures. Social media – particularly Facebook – has become the dominant space for historical narration, often driven by emotional, nostalgic, or mythologizing tones. In contrast, traditional media maintain more editorial oversight but are not immune to ideological selectivity or narrative imbalance.

Only 3.4% of all historical content analyzed was authored by professional historians, while nearly 80% of social media content was nostalgic or glorifying in tone. Television emerged as the most balanced platform in terms of narrative tone and use of sources. Online and OTT media exhibited a wider spectrum of authorial voices, but also significant variation in documentation quality.

The study highlights the risks posed by emotionally charged but poorly sourced content, especially for younger audiences who engage primarily through digital platforms. Memory in the digital age is increasingly fragmented, affective, and vulnerable to manipulation.

Objectives of the Study

The Media and Memory project aimed to:

  • Map the dominant platforms and content types involved in shaping public memory;
  • Identify which historical periods and themes are most frequently represented;
  • Evaluate the role of expert voices and use of verifiable sources;
  • Assess narrative tone and diversity of perspectives across platforms;
  • Offer targeted, actionable recommendations to improve historical integrity and media accountability.