The Context: A Divided Media Landscape
While Albania and Kosovo have both taken clear diplomatic stances condemning Russia’s invasion of Ukraine, the Albanian-language media ecosystem tells a more complex story.
According to recent studies on disinformation, a growing number of online portals in Albania and Kosovo have been caught reproducing — often word-for-word — pro-Kremlin content or narratives aligned with Moscow’s talking points.
A 2023 report by the Balkan Investigative Reporting Network (BIRN) found over 700 instances where Russian disinformation about the war was translated or republished in Albanian-language outlets. Similarly, Disinfo.al identified hundreds of misleading stories that echoed Russian state propaganda — ranging from “Ukraine’s Nazi regime” to claims about “mercenaries from Albania fighting in Ukraine.”
Although Albania’s mainstream broadcasters generally support Kyiv, smaller online media and social pages form a parallel ecosystem that often glorifies or justifies Russia’s aggression in Ukraine.
Recognizing Pro-Russian Media Behavior
Media outlets that support or amplify Russian narratives typically share several characteristics:
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Republishing Russian sources verbatim, often from Telegram channels or the Russian Embassy’s social media pages in Tirana. For instance, the website albania.news-pravda.com (linked to the network “Pravda Balkans”) has published thousands of translated articles defending the Kremlin’s position.
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Downplaying the invasion, referring to it as a “special military operation” and ignoring war crimes or civilian casualties. A 2024 analysis by Faktoje.al found over 350 such pieces circulating among Albanian-speaking audiences.
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False claims of “partnerships” with Western media, often to gain legitimacy. Some portals use the logos or names of international outlets like Reuters or BBC without any formal cooperation.
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Hostility toward Western institutions, portraying NATO, the EU, or the United States as aggressors. Articles often describe the European Union as “morally bankrupt” or accuse the West of provoking Russia into defending itself.
Such narratives aim to sow confusion, undermine trust in Western alliances, and subtly portray Russia as a misunderstood victim — a classic hallmark of hybrid propaganda.
Documented Cases of Russian Influence in Albanian Media
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The Pravda Balkans Network: According to Gazeta Express and Hybrid.info, this portal published more than 2,600 pro-Russian articles between 2024 and 2025, many of which were identical to content on Russian state sites.
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Fake “Mercenary” Stories: Following Russia’s invasion, several Albanian portals repeated unverified claims that “Albanian fighters were captured in Ukraine,” a story directly traced to the Russian Foreign Ministry’s Telegram account.
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Manipulated Translations: A BIRN report titled False News on Russia’s Invasion of Ukraine in the Albanian-Language Media exposed how local sites translated propaganda pieces while omitting key details that contradicted Moscow’s claims.
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Propaganda Targeting European Summits: In 2023, the Tirana Times revealed a coordinated campaign of Russian social media accounts spreading disinformation during the EU–Western Balkans summit in Tirana.
This pattern suggests an organized effort to influence public opinion in the Balkans by exploiting smaller, low-budget online platforms hungry for clicks and attention.
Why It Happens: The Motives Behind the Messaging
Several factors explain why pro-Russian narratives find space in Albanian-language media:
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Economic incentives: Many small portals depend on traffic-based advertising. Sensational, polarizing, or conspiratorial stories attract more engagement and thus more income.
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Lack of journalistic standards: With limited staff and resources, Albanian digital media often rely on translated materials instead of original reporting — making them easy targets for infiltration by disinformation networks.
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Geopolitical manipulation: Russia views the Balkans as a soft spot for influence operations. By planting doubt about NATO or EU institutions, Moscow seeks to weaken Western credibility in the region.
The result is a fragmented information environment where truth competes with propaganda, and readers struggle to discern credible journalism from geopolitical spin.
How Readers Can Protect Themselves
As media consumers, Albanians and Kosovars must become more vigilant and media-literate. Here are practical steps:
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Verify the source — Is it an original report or a translation from a questionable outlet?
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Be skeptical of alleged “affiliations” — If a site claims to work with CNN or BBC, look for evidence.
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Notice framing and tone — Does the story excuse Russian aggression or blame the West for the war?
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Cross-check facts — Use multiple sources before forming an opinion.
Critical reading is essential to resist manipulation and to preserve a factual understanding of global events.
Conclusion: A Battle for Truth
The Albanian information space is not immune to Russia’s soft-power strategies. Some portals — often under the guise of “alternative journalism” — glorify Russian policies or subtly defend the invasion of Ukraine while pretending to hold Western credibility.
While these outlets remain a minority, their impact is not negligible. They feed public confusion, erode trust in legitimate journalism, and contribute to the wider European struggle against disinformation.
As Albania continues its path toward EU integration, transparency, media education, and professional journalism will be key defenses against foreign propaganda.
In this war of words, the first casualty is truth — and the responsibility to defend it lies with every informed reader.