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Joana Kosho


Media impact on the society is generally proved. The agenda setting theory describes the power of news media to shape public opinion and to set the public agenda. News media is responsible not only to inform the audience, but also to induct positive social behaviors through its socializing function. In this context, media has a strong impact on women status in the society. Through her news reporting lenses, media can improve the status of the women, or decrease their power, by creating new gender stereotypes and strengthening old ones. This paper examines the gender inequality in the Albanian society and the mirroring effect of the women representation in the mainstream media. Using quantitative and qualitative methods of data gathering, media monitoring, interviews and personal observations, it is necessary to explain the role and the impact of the Albanian media in the frame of gender equality and women empowerment.

Keywords: gender equality, Albanian media, women status, gender bias.

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