The International Image of Albania in New Media: A Comprehensive Analysis of Visual and Textual Representations, by MSc. Albjon LUSHI, Assoc. Prof. Dr. Belina BUDINI

By MSc. Albjon LUSHI, Assoc. Prof. Dr. Belina BUDINI

Abstract
The purpose of this paper is to explore the international image of Albania, particularly how it is portrayed through new media platforms. Using qualitative methodology, the study analyzes visual and textual representations of Albania from various traditional news outlets like The Guardian, BBC, CNN, and Reuters, as well as user-generated content on social media platforms such as Instagram, Facebook, YouTube, and TikTok. The findings suggest a significant evolution in Albania’s international image, transitioning from predominantly negative political narratives to a more balanced portrayal that emphasizes the country’s cultural heritage, natural beauty, and tourism potential. This paper focuses on how new media platforms, through user-generated content, reshape and contribute to a more diverse global image of Albania. Key recurring themes include the political landscape, tourism development, and cultural identity, which are analyzed in depth to reveal the underlying media dynamics. This research contributes to the understanding of how new media has democratized the construction of national images and the key role of visual content in shaping these narratives.

Keywords: Albania, new media, social media, international image, user generated content, national branding.