Perception of Media and Integration: Questionnaire Administration and Data Collection

by Erisela MARKO

Abstract
This paper explores the role of media discourse in shaping public perception regarding Albania’s European Union (EU) integration through a comprehensive quantitative analysis. Based on a structured survey of 347 participants across six Albanian universities, the study investigates media consumption habits, platform preferences, and public perceptions of media credibility and influence in covering EU-related topics. The research employs a mixed-methods approach within a quantitative framework, utilizing descriptive statistics, correlation analysis, and comparative
methodology to examine attitudes across demographic and professional variables. Key findings indicate that traditional media, particularly television, remains the primary source for EU-related news (cited by 65% of respondents), though social and online media platforms are gaining significant traction, especially among younger audiences (18-25 age group). While 43% of participants acknowledge the media’s constructive role in raising awareness and supporting EU integration, substantial concerns persist about misinformation—primarily attributed to social and online media platforms (68% of respondents). The study identifies critical challenges including political and economic pressures on media content, highlighting the urgent need for comprehensive media training, enhanced ethical standards, and improved transparency in reporting. This research underscores the necessity for a responsible media ecosystem that effectively informs and meaningfully engages the public in EU integration discourse, with comparative insights drawn from similar processes in Western Balkan countries.
Keywords: EU Integration, Media Discourse, Public Perception, Albania, Quantitative Survey, Media Credibility, Western Balkans, Democratic Transition