Ahead of the May 11th elections, political campaigns in Albania are increasingly shifting focus to social media, a platform that is rapidly overtaking traditional media as the primary means of influencing voters.
In the run-up to the elections, one prominent politician has posted daily videos on social media, one of which features an animated owl seemingly speaking in the voice of his main electoral rival. The owl's voice states, "You can't hide the truth forever, and soon the people will know everything." These videos have generated significant public attention, sparking both supportive and critical comments. Some social media users responded with humorous emojis, while others criticized the lack of seriousness in the campaign.
This video campaign is not the only unconventional social media event during this election cycle. For weeks, the same politician and a former opposition leader, now part of a different political group, have exchanged lyrics from songs by a popular Albanian rapper on their social media platforms. This exchange has also sparked a great deal of public discussion, with one video showing the former opposition leader singing along to the rapper's lyrics, which many perceive as a direct reference to government officials facing legal challenges.
Social media has become an indispensable tool for political figures in Albania, especially considering that it allows them to bypass the constraints of traditional media, which have strict regulations on broadcast time and coverage. Both politicians command significant followings on platforms like Facebook and Instagram, with millions of combined followers. This digital presence allows them to communicate directly with the electorate without the traditional filter of newsrooms or debates.
While social media platforms like Instagram, TikTok, and Facebook give political figures a broad and immediate reach, the role of traditional media is still significant. Sociologist Ergys Mërtiri points out that although younger generations are more likely to engage with social media than traditional TV, the two platforms often intersect, with political debates and news being shared across both channels.
The increasing dominance of social media raises concerns about the quality and ethics of political discourse. Mërtiri warns that social media communication is often simplified and prone to manipulation, making it vulnerable to fake news and one-sided arguments. He notes that while these platforms allow smaller political parties to gain visibility, they also make political communication more susceptible to polarization and unchecked messaging.
The government’s decision to ban TikTok in Albania for a year due to concerns about violent content further complicates the landscape. Many smaller political parties and activists have criticized this move, arguing that it disproportionately harms them, as they have substantial followings on the platform. Some have resorted to using virtual private networks (VPNs) to continue engaging on TikTok, highlighting the platform's importance in their outreach efforts.
Mërtiri argues that social media offers smaller parties more room to grow, enabling them to connect with potential supporters without the financial power or media influence enjoyed by the larger parties. This decentralization could lead to more diverse political voices gaining traction, though it also risks simplifying the political debate and promoting unverified information.
With Albania’s Central Election Commission unable to fully regulate online political campaigns, the digital sphere remains largely unmonitored, providing ample opportunity for manipulation. In a previous local election campaign, the ruling party introduced an app designed to encourage supporters to engage with party content. This app raised concerns about whether it violated electoral rules, though no definitive conclusions were ever reached.
As political campaigns in Albania increasingly move online, experts argue that social media has become the primary battleground for political influence, overshadowing traditional forms of communication like televised debates. Political analyst Lutfi Dervishi states that social media allows politicians to communicate without question, spreading propaganda without challenge and engaging voters without real debate.
In this new landscape, the shift from traditional political communication to "political performance" is evident, as candidates now aim to perform directly for their digital audiences, bypassing the scrutiny and complexities of traditional media engagements.