The Changing Relationship between Politics and Voters Parliamentary Election Campaign 2021 in Durres


  • Dorina Berdufi Aleksander Moisiu University, Durres
  • Eva Teqja ‘Aleksandër Moisiu’ University


electoral campaign; social media; political participation


This study investigates how political activities affect the political efficiency and political
participation in real life among the citizens of the city of Durrës, Albania. Focusing on the parliamentary
election campaign of April 25, 2021, this article analyzes the basic concepts of addressing the most
important topics for the mass audience and to what extent the data influences voters in the way they
vote. This article analyzes how the voter follows the election campaign of political parties and
candidates through various forms, face to face, television, online, etc. and the level of issues addressed
during the election campaign, how much the demographic context of the voter influences the electoral
campaign follow-up, etc. Based on a poll voters conducted after the election, we interpreted these
factors to finally identify which of them reflects the greatest weight. For this we examine the candidate’s
social media messages and how they are understood by the direct audience. In addition, this study sheds
light on the relationship between political activities and political awareness. We conducted a survey
with (N = 300). To answer the research questions, regression and correlation models were constructed,
laminating the impact of various factors on voter campaign attendance. To complete the analysis
framework, the latter is also analyzed in the context of the independent variable. The analysis further
includes testing the impact of the new media, political messages, on voter perception and their
connection to election campaign follow-up. In addition, social media is a vital platform for network
users to participate in real-life political activities. In conclusion, the study findings suggest that online
political activities are strongly related to political awareness and political participation. The analysis
also shows that politicians use new media for different purposes. The article concludes on the ways in
which the political message influences voter behavior by exploiting the effects of social media and how
new media has changed the campaigns of political parties.

Author Biography

Eva Teqja, ‘Aleksandër Moisiu’ University

Associate Professor, PhD






Interdisciplinary Dimensions of Communication Science