Modeli i propagandës; qasje antropologjike në realitetin mediatik
A model of propaganda: An anthropological view in contemporary media environment

Summary/Abstract: This article analyzes the effects that propaganda has on public opinion. This is done mainly through the role of the media, in accordance to ethno-specific cultural and historical circumstances. As a basis for assessing the political, ideological, religious and trade impact of this phenomenon in various stages of time, I use the classic propaganda model, which has gradually been transformed into a integral instrument of the government. In this article I focus on how the classic propaganda model is reflected in the Albanian media and try to identify some of its typical forms by revealing the agitation and propaganda, atheist, Marxist-Leninist, official and editorial expressions. Further I examine the challenges of channeling the media from a propaganda tool, to an instrument that serves the public opinion. According to the author this can be achieved through the liberation of editorial indoctrination policies structures. Finally I analyze some of the features of today’s Albanian media similarities with the classical model of propaganda. Among the contemporary issues of this media-political entities are: the ongoing risk of manipulation, the politicization of everything that has to do with the social environment, rhetoric and the use of folklore in conveying the message.

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