The “Let’s Do it! Clean-up Albania in day!” campaign, which, among other things, focuses on municipal waste management infrastructure, has been well received, reflecting increasing concerns about the environment among citizens. A number of environment-focused civil society organizations and volounteers have also made good, if largely uncoordinated, efforts to raise awareness of environmental issues.
Unfortunately, the media has so far largely failed in its responsibility to regularly provide timely and engaging information on the environment. Environmental scandals are covered widely once they erupt, but very often in a rather superficial manner. Very few media outlets cover environmental degradation in a systematic way, and few journalists specialize in this type of reporting. There has been virtually no media coverage highlighting topics that can help citizens understand the importance of environmental policies in the context of European integration.
It goes without saying that the role of the media as the central interface among various sections of society is irreplaceable. Media outlets play a key part in shaping as well as reporting social and political trends, not least serving as a vital link between the public and decision-makers. With their mindset formed in times of often dramatic political and social developments, whose newsworthiness was self-evident, many editors seem to find it difficult conceiving of environmental and EU topics newsworthy.