| Summary: | The paper is a case study 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 at proving 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 on 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. Findings have proved the conditioned relationship between media freedom and the
democracy scale, as well as 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.
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