MCCM
RESILIENCE
OUR MEDIA
Last year, the first phase of the regional „Future of Media in the Western Balkans and Turkey“ study, conducted by Our Media initiative funded by the European Union, was presented. It brought quantitative findings about key trends across the media landscape in Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, Serbia and Turkey.
Building on previous foundations, the second cycle of the study was presented at the regional online event “Media in Flux: Shaping the Future of Journalism in the WB and Turkey” at the end of March. The event brought together numerous researchers, media professionals, and representatives from the civil society sector.
By: Lamija Alečković
The conversation in this second phase of research moved closer to the people and audiences, as well as media professionals, all actually living through these changes and through it – perceiving how media and democracy function in the region. The research was done through focus groups and added an important layer on how those changes are understood by the people they affect. And as highlighted during the presentation of results, those perspectives reveal a complex mix of concern, skepticism and cautious hope about where journalism is heading.
„We approach citizens’ views from the premise that their insights can not only inform media practices and policies, but also be a key determinant of our future media and democracy, potentially inspiring reforms and actions grounded in the common good and solidarity,“ said Vesna Nikodinoska, regional research editor from the Macedonian Media Institute who presented the findings.
Citizens Believe in Media’s Role – But No Longer Trust Them
The research was mainly based on focus group discussions held across all seven participating countries. In each country, two groups of citizens were included – one with younger participants and one with older participants, to reflect generational differences. A third group brought together media professionals, such as journalists and editors from various types of outlets. In addition, there was a group of people with strong cultural and social influence, including writers, artists, and academics, whose voices help shape public opinion and wider debates. Altogether, around 240 participants took part in these discussions across the region.
The study shows a clear contradiction, that all still believe in the democratic role of media, but in practice they no longer trust them – because of political influence, economic pressures and the growing impact of digital platforms. They widely regard media as a cornerstone of democracy, but many perceive media outlets to be captured by political and commercial interests.
„Citizens think that democracy exists only on paper, it is eroded by corruption and polarization. There is a lack of transparency of institutions, citizens in some countries point to collapse of media standards, political misuse of media and democratic actions of the regime or limited media freedoms,“ said Nikodinoska.
This perception contributes to a broader erosion of trust, with audiences increasingly skeptical of both traditional and online sources, often criticizing them for bias, sensationalism and the spread of disinformation. At the same time, the sector faces significant economic fragility, with declining donor support, advertising revenue shifting to digital platforms, and low journalist salaries all undermining editorial independence.
“Citizens point to limited and decreasing revenue sources, funding models that constrain editorial independence in a situation in which major portions of advertising revenues flow to political propaganda platforms or commercial outlets with questionable integrity. A significant problem arises from the reduction of international media assistance, which is a case observed in all countries of the Western Balkans region,” said Nikodinoska.
What Audiences Get Is Different from What They Need
The role of the media is expected to be that of a watchdog, protecting the public interest. However, the reality is different, as reflected in the focus group’s responses. Participants shared their ideal vision, expressing a wide range of needs and demands that point to a strong desire for better, more accountable media.
Meanwhile, changing consumption habits, particularly among younger audiences, have elevated social media as the dominant news source, though this shift also amplifies misinformation and contributes to news fatigue. The participants also indicate a major change in the intention behind communication practices, where news and information are no longer actively sought.
“Algorithms determine which information reaches citizens most prominently. This has significant implications, not only for political communication and electoral outcomes, but also for commerce and overall value system,” said Nikodinoska.
Many stress the need for more positive content as a change from overly bleak content. They need analysis, debates, in-depth coverage, documentaries, and creative, innovative, and engaging content, especially young people.
“While violations of professional standards are seen as a regular practice, participants point to sensationalism, the presence of disinformation, insufficient representation of diverse social groups and perspectives, political bias, absence of dialogue, limited creativity and innovation, weak analytical content, and sometimes content that incites anxiety,” Nikodinoska emphasized.
The Media Landscape: Between Pluralism, Political Pressure, and Economic Strain
After the presentation of the main research findings, the online event „Media in Flux“ hosted a panel where the audience had the opportunity to listen to media experts Jeton Mehmeti, Lucas Batt and Ivan Kuzmanovski who shared their experiences.
Jeton Mehmeti, a researcher of the study focused on the state of media and journalism in Kosovo, said that there is a duality of voices, with citizens exposed to different perspectives from various private and NGO media in Kosovo. The community of journalists seems to be very much organized, proactive, especially under the guidance of the Kosovo Journalists Association. However, pressure on media in Kosovo appears to be increasing, driven by rising political polarization and more frequent verbal attacks from public officials. The negative trend is that media and journalists are increasingly seen as opponents rather than democratic actors in society, which undermines their credibility.
“The second negative trend has to do with the economic indicator. Our research has shown that the economic situation in Kosovo has moved from problematic to very serious, in the sense that there is a decline in donor funding with the withdrawal of USAID,“ said Mehmeti.
In Kosovo, there has been a 50% decline in the number of young people enrolling in journalism studies. Four years ago, 135 students were enrolled at the Department of Journalism at the University of Pristina, while in recent years the number has fluctuated around 60–65 students per year. Even more drastic example was shared by Ivan Kuzmanovski, editor at TV Sitel from North Macedonia.
„When I started with my studies 20 years ago, there were more than 100 of us. Today we have six to eight people at the State University learning to become journalists,“ said Kuzmanovski.
In addition to low income, as in many countries in the region, journalists often receive salaries below the national average, corruption and political influence are the main reasons young people avoid becoming journalists.
“In terms of pressure, in terms of direct threats to journalists and everything that leads to self-censorship and undermining what journalists are doing and working on. So when you lose the confidence of the public, and when you lose the confidence of people, it is very hard to bring it back again,“ said Kuzmanovski.
Global Perspectives: Balancing Support, Independence and Sustainability in Funding
Lucas Batt, a media researcher from the UK, showed in his study “Funding the Future of Local News”, commissioned by the Public Interest News Foundation, that the challenges faced by the Western Balkans and Turkey are similar to those faced globally. The research showed that traditional journalism business models are declining and explored how to create effective journalism funds and build wider support for them. By looking at leading journalism funds around the world, the study found a shift from simple subsidies to more strategic and collaborative funding models that address the root causes of the media crisis. These funds differ in size and structure but share common features, such as clear governance, targeted support, and defined goals.
A key finding on funding highlights the growing importance of pooled journalism funds, used by the majority of the organizations studied. These funds bring together multiple donors under one shared strategy and create a kind of “firewall” between funders and recipients to protect editorial independence.
Philanthropic funding is emerging in supporting journalism, according to Batt and the findings of the research. The philanthropic engagement requires demonstrating journalism’s broader societal value, showing funders how it supports democracy and public services.
„There is a decent philanthropic scene. There are funders out there, and the mission has been to help them understand the value of journalism to democracy and communities. So that has been the first point in terms of redirecting philanthropic capital that is out there,“ said Batt.
As Batt said, overall conclusion points to an emerging blueprint for sustainable journalism funding – one that emphasizes collaboration among funders and long-term, systemic solutions to support local news and the wider media ecosystem.
“My advice to someone who’s looking to set up a fund in the region, the best thing you can do is start with a funder, someone who already gets it and cares about it, because they will be your best advocate to speak to other funders to get into their networks,“ said Batt.
The discussion concluded with a shared understanding that meaningful, systemic reforms are urgently needed across the media landscape, including stronger policies, sustainable funding models, greater transparency, and more effective self-regulation. All combined are crucial for rebuilding trust with citizens, especially through ethical, fact-based, and community-focused journalism.
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.
