The role of media in political communication: the case of Kosovo

There can be no all-encompassing communication between politics and citizens without the multi-dimensional involvement of the media. As a result of the great influence the media exert, politics makes use of instruments of influence and establishes complex relations with the mass media. In this process, a journalist for politics is an important factor, albeit with the most difficult status.Journalist should establish multilateral relations with several stakeholders simultaneously: with the media, with the community and with the political factors. These are the circumstances that place the journalist at the heart of political communication.In the era of Internet, political communicators have started using new ways to communicate – the “new media”. However, the role of the journalist and of the mass media remains important in performing political communication. What has changed though is the profile of media companies, which should withstand the process of convergence and the profile of journalists too, as this convergence requires multitask journalists