Analyzing Cross-Cultural Communication in Global Media – The Integration of Anglicisms into Media in Albanian Language

Abstract This study examines the integration of Anglicisms into Kosovar media, focusing on how English loanwords influence cross-cultural communication within Albanian-language news outlets. Through a qualitative content analysis of four major media sources – T7, Klan Kosova, RTK, and RTV21 conducted from March 26 to April 4, 2025, the research identifies the prevalence of English borrowings such as internet, lider, and event across television broadcasts and online articles. Drawing on Hofstede’s Cultural Dimensions and Hall’s High and Low Context Cultures, the findings reveal a tension between Kosovo’s high-context communication style and the low-context nature of English terms, which often disrupts accessibility for audiences unfamiliar with English. The study highlights the dual role of Anglicisms: enriching the Albanian lexicon by filling lexical gaps while posing risks to cultural identity and inclusivity due to their rigid use and the lack of native equivalents. Social motivations, such as signaling modernity or expertise, further drive this linguistic shift, though resistance persists among those valuing linguistic stability. The paper advocates for a balanced approach, urging media professionals to enhance accessibility through accurate translations and culturally sensitive adaptations, while calling for robust linguistic initiatives to develop authentic Albanian alternatives, ensuring the language evolves sustainably and preserves its unique identity amidst globalization’s pervasive influence.