Mediatization of European Union Integration Process

Abstract

The process of European integration for the Albanian government is characterized by several stages whose cycle has not yet been completed. The first phase, which began in 1992, focused on economic and trade cooperation with the European Economic Community, to be followed 14 years later by the Stabilization and Association Agreement, the signing of which paved the way for the European Union integration process. The third stage is characterized by some important achievements, where at the end of 2010 the visa regime for Albanians in the Schengen Area was abolished, while in 2014 Albania received the status of EU candidate country. However, the final goal has not yet been achieved. The common denominator of all stages remains "professional and depoliticized administration, strengthening the rule of law, the fight against corruption, the fight against organized crime, the protection of human rights" . The effects of this process have been comprehensive regarding reforms, strategies, government plans and international cooperation. Naturally, this process, which is so important for Albania and Albanians, could not stay out of the media spotlight. Due to the extraordinary impact on the Albanian society, this process has opened a wide discourse in the public opinion and has had the predisposition to be placed as the priority agenda of the day. Political discourse has also influenced the prioritization of this issue in different spheres and levels of society. As society and the public do not have a direct connection to the process, much of the news, events and information about integration is conveyed through the media. The media in this case is not only the mediator for conveying information about the European integration process, but also enjoys the potential to influence public opinion through mediatization. Krotz (2007) depicts mediatization as a “metaprocess that affects democracy, society, culture, politics”. While Lundby (2009) adds that "it does not simply refer to an ongoing process that evolves throughout history, but to developments that are highly contemporary" . From this point of view, the media discusses historical contexts, reports the developments, integrates them into the daily events based on the respective features of the type of communication.

Received: 10 September 2022 / Accepted: 21 October 2022 / Published: 30 November 2022