Framing Europe: Albanian Audiovisual Media and the Discourse of EU Integration

by Dritan IDRIZI

Abstract
This research investigates the media discourse surrounding Albania’s European Union (EU) integration process, focusing on how three major national TV stations, Top Channel, RTSH 1, and Klan TV, frame and communicate this subject to the public. EU integration remains a strategic priority for Albania, symbolizing both a political aspiration and a developmental pathway toward membership by 2030. Using a systematic content analysis of prime-time news edition broadcast, between 1 September and 30 November 2024, the study examines the frequency, tone, and thematic framing of integration-related coverage. Findings show that while the dominant tone across these TVs is optimistic, emphasizing progress, EU support, and governmental commitment, there are variations in the inclusion of critical perspectives, especially when addressing unresolved reforms, political tensions, and anti-corruption measures. Technical and bureaucratic terminology remains prevalent, potentially limiting accessibility for broader audiences. The study underscores the need for balanced narratives, greater source diversity, and more citizen-focused reporting to enhance public understanding of the EU integration process.

Keywords: Media discourse analysis, European Union integration, Journalism, Content framing