Thewesternbalkans.
As Albania heads toward its parliamentary elections scheduled for May 11, 2025, social media has emerged as the primary arena for political communication, overshadowing traditional media channels. Political leaders and parties increasingly rely on platforms like Facebook, Instagram, and—until recently—TikTok to connect with voters, particularly the younger population.
These platforms are used not only to promote party programs but also for personal attacks, satire, and provocative rhetoric. Prime Minister Edi Rama, for instance, posts daily videos featuring positive messages and sarcastic commentary, while opposition leaders respond with criticism—sometimes through lyrics by popular Albanian rappers like Unikkatil, making headlines in the local press.
The government’s decision in 2024 to ban TikTok for one year, citing the need to protect children from harmful content, sparked backlash from opposition parties and civil society. Critics argued the move was politically motivated, aimed at curbing the communication tools of smaller parties such as “Mundësia” (Opportunity), “Lëvizja Bashkë” (Together Movement), and “Shqipëria Bëhet” (Albania Can), all of which have gained substantial followings online due to limited access to traditional media platforms.
Experts point out that Albania’s Electoral Code does not regulate digital campaigning, leaving the Central Election Commission without effective mechanisms to monitor online content. This legal vacuum allows for unregulated influence, manipulation, and disinformation during election periods.
Analyst Lutfi Dervishi notes that the campaign battlefield has shifted—from public squares and TV studios to smartphone screens. Algorithms and sponsored posts now determine visibility, granting politicians the ability to spread messages without journalistic scrutiny or opposing debate.
Comment: In this context, social media presents both opportunities and risks. While it democratizes access to political discourse, particularly for smaller or non-traditional actors, it also raises concerns about fairness, transparency, and accountability. The combination of unregulated digital campaigning and a short official election period (just one month prior to voting day) compounds these challenges, potentially undermining the integrity of the electoral process.
