For the first time, the Council of Complaints at the Audiovisual Media Authority, in cooperation with INSTAT, has conducted a nationwide study that sheds light on media credibility and public perceptions of the role of journalism in society.
The study, conducted on a sample of 1,200 households across all 12 counties of the country, provides a broad and representative overview of public opinion. With a margin of error of ±5.7% and a 95% confidence level, the results are considered solid and meaningful for the media market analysis in Albania.
One of the key findings of this study is that 72.5% of respondents consider the journalism profession to be valued in society. This perception positions journalism as a profession with a fundamental role in democratic life, contributing to public information, enhancing transparency and safeguarding the public interest.
On the other hand, the study also highlights how the public consumes media. The majority of citizens turn to online platforms and social media for daily information. However, this trend is accompanied by a higher risk of disinformation, emphasizing the need to enhance media literacy and strengthen professional standards in journalism.
Overall, the results indicate that, despite the numerous challenges facing the media market today, journalism continues to be perceived as a crucial pillar of democratic society. Public trust in this profession remains a positive indicator, but it also represents a responsibility for the media itself to uphold integrity and the quality of information.
