An important tool for generations of journalists, in Kosovo the vox pop has too often become a cause of online ridicule, with often far-reaching consequences for those involved.
“Most of the intimidating comments came on Facebook, where older generations who saw themselves as more intellectual were talking about the degeneration of society and youth.”
It was even worse offline.
“Sometimes I’d be walking down the street and I’d hear people talking, shouting, or even following me. Most of them were young people trying to act tough, trying to show off,” he said.
Such abuse can take a huge toll on those being targeted.
Media experts in Kosovo say journalists and their editors have a responsibility towards the people they interview.
“The media and journalists are the gatekeepers, meaning they are responsible for selecting the information and, of course, the consequences that come with it, such as bullying,” said Remzie Shahini Hoxhaj, a professor at the Journalism Department of the University of Prishtina.
Journalists themselves say the fallout has made their work more difficult.
“If earlier I could interview three members of the public on a topic within 30 minutes, now I have to try for about an hour and a half,” said Zelfie Zeneli, a journalist at Kosovapress news agency. “Some of them say, ‘I don’t dare to speak because my children will be embarrassed’, or ‘I don’t want everyone insulting me on social media’.”
“I don’t blame them,” Zeneli told BIRN. “Recently there are many more cameras and pseudo-journalists in public places; they ask personal questions, try to get something viral, and profit from the clicks.”
Mistakes mocked
News media camera operators in the Kosovo parliament. Photo: BIRN
Lumi was not the first Kosovar to go viral for a vox pop.
On election day in 2014, one voter got confused and told a journalist “They voted for the vote”. The phrase exploded online, to such a degree that the man in question – according to his brother – moved abroad. “It became overwhelming,” his brother told TV Dukagjini during the next election in 2019.
Though not a scientific test of public opinion, vox pops can help inform a journalist about feelings on the streets, away from the words of policymakers and talking heads.
“I believe that interviews with members of the public are one of the most important parts of any public interest topic,” said Sofie Rushiti, a journalist at Radio Television 21. “In my opinion, no one can better express the problems they face in everyday life.”
People, however, are often reluctant to speak.
“The main reason for their hesitation is the very personal questions they have been asked recently by certain ‘media’ or ‘journalists’, and this makes them feel anxious about what we might ask,” said Rushiti, who practices a strategy of introducing herself first before pointing her microphone and firing off questions. She also offers to disguise the person’s face or voice and withhold names.
“I would like interviews with the public not to be used to mock the mistakes they may have made in the way they express themselves, but to be treated as an extremely important part, just as they are – a voice that reflects the harsh reality of their lives.”
In a few cases, interviewees, unhappy with the way they appear online, have attacked the journalists who asked the questions.
The most shocking example came in 2014, when Klan Kosova journalist Milot Hasimja was stabbed in the head and neck in the TV studio by a man he had interviewed. A clip of the interview had been uploaded to YouTube, not by Hasimja, but the man wanted him to remove it.
“We’ve had cases where journalists were attacked because of the posting or viral spread of statements from people who requested that those statements be removed from YouTube so that others wouldn’t be able to click on them,” said Hoxhaj, the professor. “This didn’t happen, and the journalists were then physically attacked.”
Legal redress
Remzie Shahini Hoxhaj. Photo: University of Pristina Department of Journalism/Facebook.
Arber Jashari, a Prishtina-based lawyer, argued that recording, sharing, and editing statements in a misleading way not only harms those involved but also weakens public trust in the media by making them look unprofessional, biased, and irresponsible.
“When content is not justified by the public interest and clearly violates an individual’s dignity, at the very least, the videos should be removed from media platforms, and the media should issue an apology to those affected,” Jashari said.
Those who feel they have been treated unfairly can complain to the Kosovo Press Council or the Independent Media Commission, depending on whether the content was published by an online portal or a television broadcaster.
Imer Mushkolaj, Executive Director of the self-regulating Kosovo Press Council, PCK, said that the Council acts primarily “based on complaints submitted by parties”.
“But in certain cases, when we see for instance that a report or a case might raise concern, we can, as a council, take the initiative and act without a specific complaint, meaning based on our official duty,” said Mushkolaj.
But he warned: “The sad part is that a lot of this viral bullying content isn’t made by real media or journalists. The truth is, they’re not media, they’re not journalists. Most of them are just Facebook groups creating this kind of content.”
Getoarbe Mulliqi, executive director of the Association of Journalists of Kosovo, AJK, said the association had raised concerns about the trend on social media in which clips taken from interviews or television shows are edited dishonestly and then shared online.
“This practice can harm the integrity of the individuals involved and go against the ethical standards of journalism,” said Mulliqi. “AJK emphasizes the importance of respecting human dignity and avoiding content that may be offensive or false.”
“Citizens, due to the lack of institutional media education programmes, fail to make the distinction.”
Dancing professor
Valon Canhasi. Photo: BIRN
Valon Canhasi, founder and CEO of the Prishtina-based digital marketing agency Hallakate, said part of the problem lies in the fact that Kosovars mainly use the internet for entertainment and lack education in how to properly navigate the online world.
“It’s no coincidence that the most consumed content is Big Brother,” he said. “It’s real-time, unpredictable, and grabs attention. We have lost the opportunity to get ahead of these processes and educate people.”
Canhasi sees a potential solution in parental guidance and the education of schoolchildren in how to consume, process, and obtain information online while avoiding harmful content. The general level of communication must also be improved, he told BIRN.
“Unfortunately, political parties here have contributed to digital bullying, creating a toxic environment,” Canhasi said. “This is not just a problem here. It’s a global issue. Gradually, we are adapting and learning how to communicate better.”
Social media platforms differ in the ways they boost content.
“Facebook is mainly an engagement platform, meaning that the content with more views and engagement appears more often,” said Canhasi. “TikTok is more interest-based. If you watch a certain category, let’s say funny videos, you will keep seeing funny videos. If you watch cakes, then cakes will appear for you.”
Users can report abuse, misinformation and disinformation, but new rules being introduced by the Trump administration in the United States will mean that only courts will be able to order content removed.
“What is being anticipated is that it will lead to real chaos because freedom of speech is being misused,” he said.
Despite the downsides, Canhasi said much depends on how social media platforms are used. Good can come of them, he said, citing the case of a teacher called Lulzim Paci from the town of Vushtrri/Vucitrn.
In early 2022, Paci was ridiculed on social media after posting videos of himself on TikTok performing folk dances.
After seeing a television interview in which the professor tearfully recounted the criticism he had received, Canhasi posted his own video in which he dances to Albanian folk music in his office. Others followed suit.
“My video ended up getting thousands of views, but at the same time, the media started writing about it, and it became a trend all over Kosovo,” Canhasi said.
“Everyone started dancing, and it became OK for the professor to dance”.
“So, when you use the same algorithm, the same platform, and the same type of content, but with a positive context, it can go viral and be seen by people. Sometimes it all depends on what you choose to post online.”