Covering the period from June 2023 to May 2024, the study examines more than 38,000 Facebook posts published by 110 MPs, combining quantitative monitoring, qualitative content analysis, and in-depth interviews with MPs and communication experts. The report looks at what MPs communicate online, how they frame political narratives, which actors dominate visibility, and how audiences respond in a non-electoral parliamentary context.
The findings show that Facebook has become the primary arena for political visibility in Albania, strongly favouring executive actors and party leaders, while parliamentary oversight, legislative work, and policy deliberation receive limited attention. MPs largely use the platform as a one-way broadcast tool, with emotional, symbolic, and personalised content generating far higher engagement than institutional or policy-focused communication. The report also identifies persistent gender gaps in online visibility, widespread exposure to online hostility—particularly for women MPs—and the absence of institutional guidelines governing ethical and responsible digital communication.
Beyond mapping communication patterns, the report provides evidence-based insights for civil society organisations, journalists, and researchers working on media freedom, political accountability, gender equality, and disinformation. It offers concrete data on how political power is amplified online, how narratives are constructed and circulated, and how platform dynamics shape public debate between elections. These findings can inform media monitoring, investigative reporting, advocacy on digital governance, and efforts to strengthen democratic accountability in the digital sphere.
For an English copy of the report click here.
For an Albanian copy of the report click here.