Acta Universitatis Danubius. Communicatio, Vol 11, No 1 (2017)

Abstract

The paper  is a case study scientific research, which addresses media determinism on important political processes. By looking into the media importance in European Integration within the Euroscepticism’s threats and the EU criterion regarding freedom and pluralism of media in Kosovo case context; this paper aims to prove the main hypothesis on the irreplaceable role of media on ensuring civic support. For this research purpose, several methods were used, including Comparison and Analysis, whereas well – known western literature in the role of media in social processes was reviewed for the theoretical part. Meanwhile, empiric research consisted on monitoring mainstream media, a survey with citizens and interviews with journalists and other representatives of media organizations. This paper proves the conditioned relationship between media freedom and the democracy scale, and the interdependence of relationship between politics and media in important processes as European Integration. This issue is of a paramount importance when bearing in mind that Kosovo – as the last country which emerged from Yugoslavia’s disintegration – is the last one regarding European Integration by having the status of potential candidate.