Kosovo and the world: External impulses, shared languages and the view towards Europe
A country between languages, histories and borders
The media landscape in Kosovo is shaped not only by internal dynamics but also heavily influenced by the country's recent history and its diverse relationships with neighboring states and the international community. Kosovo, once part of the Socialist Federal Republic of Yugoslavia and later Serbia, proclaimed its independence in 2008 – a move that remains internationally controversial. This complex reality also shapes the media landscape, particularly with regard to ethnic and linguistic divisions.
Linguistic boundaries in the digital space
Although Kosovo is predominantly inhabited by Albanians (approximately 88%), it also has significant minority populations, including Serbs (7%), Bosniaks, and Turks. This ethnic diversity is reflected in the media, albeit with clear limitations. Of 85 radio stations, 54 broadcast in Albanian and 22 in Serbian, but only one can be described as multi-ethnic. The availability of Serbian-language content on online news portals is also limited, which makes it difficult for the Serbian minority to access information.
RTK as a hesitant bridge builder
The public broadcaster RTK does offer programming and news in minority languages such as Serbian, Bosnian, and Turkish to cater to the different language groups. However, the hope for comprehensive bilingual broadcasting of identical programs, as practiced, for example, by the Franco-German broadcaster Arte, has not yet become a reality.
Diaspora between closeness and alienation
Around 420,000 Kosovars live abroad, primarily in Germany, the USA, Austria, and Switzerland. These diaspora communities mainly use the internet and social media such as Facebook to stay informed and maintain contact with their homeland. Media outlets in the diaspora tend to adapt to local Western standards, particularly regarding diversity. Nevertheless, it remains a challenge for organizations like the Coordination Council of Albanian Associations in Vienna to distinguish reliable sources from manipulative content, as Balkan media, including those consumed in the diaspora, often prioritize entertainment over quality and lack established standards.
Impulses from Europe: Between support and overextension
The international community plays a vital role in the development of Kosovar media. For example, the public broadcaster RTK was established with support from the European Broadcasting Union (EBU) and the OSCE. Organizations like the Balkan Investigative Reporting Network (BIRN) rely heavily on international funding to carry out their investigative work. A notable example of international cooperation is Deutsche Welle's "Balkan Booster" project. This initiative pairs young journalists from Serbia and Kosovo to develop journalistic topics and disseminate them in Balkan languages, such as Serbian and Albanian, via Facebook channels.
Between wish and reality
The EU is often portrayed as the "bad guy" in Serbia, while Russia and China are perceived as "benefactors," even though the EU provides the majority of investment and financial aid. Nevertheless, 71% of young Serbians who want to emigrate want to go to Europe, and only 6% to Russia. This reveals a discrepancy between public propaganda and personal future prospects, a situation that is likely also relevant for Kosovo.
A project for trust and understanding
The EU faces the challenge of fully recognizing the extent of media problems in the Balkans and taking more direct action against disinformation. Promoting independent media and strengthening media literacy remain crucial factors for Kosovo's alignment with European standards and ensuring a diverse media landscape. The dream of a "peaceful Europe" also requires joint media projects to foster trust and understanding between cultures.