Kosovo’s media landscape continues to grapple with narrow perspectives and language that “undermine[s] democratic dialogue and social cohesion,” according to a report released by the Association of Journalists of Kosovo (AJK) with the support of UNMIK.
The “Hate Speech in Kosovo’s Media Landscape: Monitoring Report”, which covers April to June 2025, acknowledges a substantial level of professionalism across media outlets. However, it warns that divisive narratives still cast a long shadow. “We still have a long way to go to overcome the ethnic and political divisions affecting our communities,” AJK Executive Director Getoarbe Mulliqi said.
Researchers, who report monitored content in both Albanian and Serbian languages applied Dr. Babak Bahador’s internationally-recognized hate speech classification system alongside the UN Rabat Plan of Action to analyze the intensity and nature of hate speech.
Overall, they found that media largely upheld professional standards and fostered balanced debates. However, the report detected that, while overt hate speech was rare, politically-and emotionally-charged language and “ethnic demonization” continued to shape narratives. This underscores the powerful role of language in influencing perceptions.
“Even when direct hateful words are not used, repeated framing and selective narratives can plant seeds of mistrust, shape public opinion and reinforce historical grievances. In this sense, media is not just reporting events –it is actively shaping the social and political climate in which communities interact,” Ms. Mulliqi said.
Radio Gorazdevac editor-in-chief and report contributor Darko Dimitrijević noted the most striking finding was the extent of political influence on media content across both Kosovo-Albanian and Kosovo-Serbian media reports. Reports showed divisive rhetoric often stemmed from politically driven agendas, he said, emphasizing the need for journalism to “rise above ethnic lines”.
“Those who define themselves as ‘Serb’ or ‘Albanian’ journalists are not acting as media professionals, but as socio-political workers. Journalism should be rooted in integrity, critical thinking, and accountability.” He added that the monitoring results have practical value for his own newsroom, informing efforts to debunk misinformation and train young journalists to recognize how hate speech and disinformation spread.
Looking ahead, the report calls for a renewed commitment to independent and ethical journalism, free from political and business financial interests. “A multidimensional approach, grounded in human rights and prevention, is essential. Institutions, the media, civil society, and international actors must work in coordination, following UN principles that prioritize early intervention, education, and systemic reform,” the report recommends.
The report builds on previous findings by UN Special Rapporteur Irene Khan, who highlighted the polarized environment in which journalists and human rights defenders operate during her 2023 visit and 2024 report.
UNMIK will continue to work with partners to address challenges and strengthen Kosovo’s media sector.
Read the full report: Final_Hate Speech in Kosovo’s Media Landscape: Monitoring Report, April–June 2025