FROM PERCEPTION TO REALITY: MEDIA’S ROLE IN SHAPING ALBANIA’S COUNTRY IMAGE THROUGH TIME MAGAZINE

The continuity of a same view about Albania as an international media subject through time was related to the media construction process and its role in shaping the country’s perceptions and images. This article delves into media archives to conduct a systematic analysis of Time magazine's representations of Albania as a subject. The prevailing perception is that of a country that is continually troubled and unusual, regardless of the distinct historical periods from 1923 to 2023. This article further argues that the centennial portrayals of Albania as a chaotic, strange, and conflict-ridden country, one that seems perpetually ensnared in a cycle of crises, have influenced how both the nation and its people are perceived. Such representations extend to its urban and rural landscapes, as well as its geographical characteristics. Consequently, these narratives contribute to a broader perception of Albania as an aberrant territory, characterized by instability and disorder. From a comparative perspective along the three periods, research showed that the early discourse of an Albanian anomaly during 1924-1944, deepened further during the communist regime period from 1945 to 1989, and it was recycled again after the transition to democracy in the '90’s, to continue until nowadays. However, the photo representations in the photo gallery sections of Time online not only showcase a continuity of themes such as exoticism and political unrest, but they also highlight a growing interest in the human stories and the cultural and natural heritage of the country.