Representation Of Ethnic Minorities In The Kosovar Media

Representation of Ethnic Minorities in the Kosovar Media

n Politics of representation n Serbian ethnic minority members: “That is not who we are” n Non-Serbian ethnic minorities members: “We are eclipsed by reporting on Serbian minority” 1

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“This project was funded through a U.S. Embassy, Pristina grant. The opinions, findings, and conclusions or recommendations expressed herein are those of the Author(s) and do not necessarily reflect those of the Department of State.”

Representation of Ethnic Minorities in the Kosovar Media

Politics of representation Serbian ethnic minority members: “That is not who we are” Non-Serbian ethnic minorities members: “We are eclipsed by reporting on Serbian minority”

Authors: Leonard Ibrahimi, MA Faton Pacolli, MA

September 2009 3

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About kimp The Kosovar Institute for Media and Policy (kimp) is a recently established think tank institute that conducts researches and analyses which are organized around more than 12 programs grouped under two themes.

Policy Research With programs based on scientific criteria, kimp possesses enormous potential to broaden public policy debates and to encourage more intelligent and democratic policy formation. Research based on both a) quality – conducting research by using the best practices in the field and their availability for open scientific discussion and, b) independence – carrying out research without external interference, represents a fundamental value of kimp. In other words, the institute attempts to play a crucial role in relation to the three basic stages of policy processes, particularly, in agenda setting–broadening the variety of options considered by policymakers, and deepening the knowledge base with which they are evaluated, and at the implementation stage–serving as both supervisor that monitors whether declared and legislated policies are actually translated into reality, and independent body that assesses the benefits and costs of these policies.

Media Studies Design & Layout: trembelat © 2oo9 by the Kosovar Institute for Media and Policy. All rights reserved. Tel: o38 739 692 Fax: o38 739 692 Web: www.kimp-ks.org

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kimp is the only institution of its kind with resident experts conducting researches in the area of media & communication. Therefore, conducting analyses of the content of mass media and reporting the findings of the analyses (i.e., analyzing media texts to show evidence of problematic representations of the ‘Other’; analyzing content of media messages with regard to their reflection of reality and consistency with democratic practices; and, analyzing how media messages influence individual behavior and discourse concerning different social issues) is an exclusivity of the kimp.

Contents Acknowledgements ....................................................................................................6 Acronyms.....................................................................................................................7 Executive Summary.....................................................................................................8 Introduction.................................................................................................................9 The Portrayal of Ethnic Minorities in the Newspapers and Prime Time Television News....11 Print monitoring..................................................................................................12 Broadcast monitoring...........................................................................................13 Ethnic Minorities’ Audiences and their Perceptions of Kosovar Media.....................14 Serbian ethnic minority members: “That is not who we are”..............................14 Non-Serbian ethnic minorities members: “We are eclipsed by reporting on Serbian minority”....................................................................................................................16 Conclusions and Recommendations..........................................................................18 Appendix: Research Methodology.............................................................................20 Bibliography..............................................................................................................22

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Acknowledgements Several individuals were included in conducting this research; we thank all of them. In particular, we would like to thank Ms. Arta Demaj, Ms. Valbona Prekorogja, Mr. Husnia Beshkoviq, Mr. Nur Ceku, Mr. Afrim Balaj, Mr. Jonuz Rizvani and Mr. Fatmir Rama for their very useful help and suggestions during the course of this project.

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Acronyms GMG

Glasgow Media Group

RTK

Radio Television of Kosova

KTV

Koha Vision

RTV21

Radio Television 21

CA

Content Analysis

EU

European Union

US

United States

KIMP

Kosovar Institute for Media and Policy

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Executive summary The research is a response to citizens’ concern about the representation of ethnic minorities in Kosovo media. Initially it explains that media representations of ethnic minorities are not simply a mirror of reality but rather they are highly selective and constructed portrayals, which shape and frame our perceptions of them. Traditionally, the researches on ethnic minorities and the media have focused essentially on media content, analyzing how ethnic minorities are portrayed in the media. This study does that too - it analyzes quantitatively and qualitatively the content of seven daily newspapers and the TV prime time news of three national televisions for a certain period of time. However, the research goes beyond this, it presents the results of audience research - focus groups discussions and in depth interviews with members of ethnic minorities; all this, in order to analyze ethnic minorities’ evaluations of, and attitudes towards Kosovo media. Therefore, the results of content analysis revealed that there is no misrepresentation of ethnic minorities in Kosovo media; what is more there is evidence to suggest that, in general, the tone of language in headlines/subheadlines (for print) and introductions/headlines (for broadcast), as well as texts, referred to ethnic minorities and their issues was considered to be neutral. On the other hand, although the analysis of media content couldn’t reveal any misrepresentation of ethnic groups, the members of these communities are dissatisfied with ways in which ethnic minorities and issues related to them are portrayed in the Kosovo media. The complaints of Serbian ethnic minority members were related to the belief that when they are represented, it is usually a misrepresentation which emphasizes stereotypes about their connections and loyalty to Belgrade. The participants criticized the fact that diversity within Serbian ethnic community is ignored completely, while saying that when a member of a Serbian ethnic minority is interviewed about a certain topic, those statements are represented as the opinion of the whole community. On the other hand, non-Serbian ethnic felt that the main representation of ethnic minority on television prime time news was of Serbian, and could only think of limited examples of representation of their communities. Therefore, the members of these communities complained that they were eclipsed by reporting on Serbian ethnic minority. To end with, the report emphasizes some very interesting results on the representation of ethnic minorities in the Kosovo media; they constitute an important foundation for additional studies on ethnic minorities’ portrayal in the media. Thus, the final section presents some recommendations for journalists and other media people on how to deal with the politics of representation in order to help creating, among ethnic minorities, the feeling of belonging, of being the part of Kosovo society.

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The Glasgow Media Group has shown very clearly what a powerful influence the media can exert on public attitudes, beliefs and behaviors, sometimes developing ways of understanding and sometimes changing existing ways of understanding

Introduction Communication scholars and researchers have long been interested in the way ethnic minorities are represented in media and the influences of these representation on public attitudes. The Glasgow Media Group has shown very clearly what a powerful influence the media can exert on public attitudes, beliefs and behaviors, sometimes developing ways of understanding and sometimes changing existing ways of understanding (Philo, pp. 283 – 288).

v (Source: Philo, pp. 283 – 288)

Therefore, the media can be very effective in articulating the dominant values and socio – political ideologies in a society; some scholars even suggest that minority groups are regularly excluded and marginalized, and the dominant culture is reinforced as the norm. The media has the power to choose which images of minorities dominate the public domain, impelling predominantly negative connotations about minorities whilst eliminating their issues almost completely from the debate field (Fleras & Kunz 2001, pp. 22 – 43). Moreover, the studies have demonstrated how media might be very effective in creating the fear of the ‘other’ in society by the way it represents ethnic minorities. On the other hand, media might be very successful in empowerment of multicultural values in society; they can help create a feeling of ‘belonging’, a feeling of being included, of being part of society. Husband (2000, pp. 199 – 214) for example, emphasizes the role of the media in creating a multiethnic public sphere, where diverse ethnic groups can feel they are making a contribution. A significant analysis about the politics of representation and their impact on culture (‘shared meanings’) is provided by Hall (2003, pp. 2 – 19). He argues that representation is one of the central practices which produce culture. What is more, he suggests that opinions and attitudes we have about the ‘others’ depend on the ways the ‘others’ are represented to us. This means that journalists construct images of minorities through representation – words they use about them, the stories they tell about them, the emotions they associate with them, and the values they place on them.

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The media has the power to choose which images of minorities dominate the public domain, impelling predominantly negative connotations about minorities whilst eliminating their issues almost completely from the debate field. v (Source: Fleras & Kunz 2001, pp. 22 – 43)

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The media representations of ethnic minorities can play a central role in the construction of images of minorities, and as a result the attitude that majority has towards them. v (Source: Allen & Seaton 1999, pp. 178 – 184)

Representation of various cultures in media provides the primary materials for constructing views of the world, behavior, and group and individual identities (Kellner 1995, pp. 9 – 20). What most people of a certain society know about ethnic minorities is based on images and narratives constructed by the media. Allen & Seaton (1999, pp. 178 – 184), on the other hand, suggest that media representations of ethnic minorities can play a central role in the construction of images of minorities, and as a result the attitude that majority has towards them. Therefore, media presentations can affect attitudes toward diverse groups; negative ethnic portrayals are linked to negative ethnic attitudes, and positive portrayals are associated with more positive attitudes. The media represent the key player in influencing the public opinion about ethnic minorities (Van Dijk 2000, pp. 33 – 55). In this context, news is particularly relevant because of its social function – the construction of reality for the people who were not present at a news event (Schlesinger 1988, pp. 43 – 45). According to Gillespie (1995, pp. 22 – 49), the genre which the most determines majority’s attitude towards minorities is news; on the other hand, news is important for ethnic minorities as well, since it’s one of the most widely read, watched and discussed genres. In general, international researches concerning ethnic minorities and the media have focused mainly on media content, analyzing how ethnic minorities are represented in the press and how ethnic minority issues are reported by the media. One of the weaknesses in these kinds of studies is the lack of knowledge about media perceptions, i.e. the evaluation of the media by ethnic minority audiences themselves and their attitudes towards these media. This report, on the other hand, tends to overcome this weakness; besides analyzing the media content, it includes focus – groups’ discussions with ethnic minority members. The qualitative analysis of focus groups discussions with the members of ethnic minorities is essential to elucidate the more critical viewpoint regarding their perceptions about the representation of ethnic minorities in the media and the ways in which ethnic minority issues are reported by the media; or as Kitzinger (2004, p. 167) puts it “any theory concerning the media is incomplete if it excludes audiences”. On the other hand, in order to get a deeper understanding of the problem under investigation, that is to find out how ethnic minorities are portrayed in Kosovo media and the reasons of such representation, a series of in depth semi-structured interviews are carried out with representatives of minorities organizations.

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The genre which the most determines majority’s attitude towards minorities is news; on the other hand, news is also important for minorities since it’s one of the most widely read, watched and discussed genres.

Therefore, a combination of quantitative and qualitative methods and data collection techniques were used to obtain a comprehensive view concerning ethnic minorities’ representation in Kosovo media. The idea was through triangulation – the strategy of making studies more reliable, to overcome the weaknesses or biases that come from the use of just one method; according to Jick (1979, pp. 602 – 611), “triangulation is not only examining the same phenomenon from multiple perspectives but also increasing understanding when new or deeper insight emerges”.

v (Source: Gillespie 1995, pp. 22 – 49)

The portrayal of ethnic minorities in the newspapers and prime time television news The ways in which ethnic minorities are represented in the media and the level of their participation in media news and production, are all considered as indicators of social involvement and integration. On the other hand, scholars studying gender, race and ethnic bias in media content typically focus on two primary criteria identified by Clark (1972, pp. 22 – 31): recognition, or the quantitative presence of the group of interest (in this case ethnic minorities in comparison with their representation in the population); and respect, the treatment and status accorded to this group.

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Print monitoring The monitoring of Koha Ditore, Express, Kosova Sot, Lajm, Epoka e Re, Bota Sot, and Zëri was conducted over a 12 week period from March to May 2009; and they were selected on basis of readership. Monitors coding the newspapers were instructed to code any item – news report, feature, opinion piece, editorial or letter – which included the phrases ‘Kosovo’s ethnic minorities’, ‘Serbian minority’, ‘Turkish minority’, ‘Goran minority’, ‘Bosniac minority’, ‘Roma minority’, ‘Egyptian minority’, or ‘Ashkali minority’. The newspapers which carried the most coverage of issues relating to ethnic minorities were Koha Ditore (4.14%), Express (4.05%) and Zëri (3.45%). The national newspapers carrying the fewest number of articles were Epoka e Re (2.43%), Lajm (2.27%), Bota Sot (1.99%), and Kosova Sot (1.93%). During the twelve week period of monitoring, more than 98% of articles were news reports, whilst less than 2% were opinion pieces. Figure 1

n Newspaper coverage of ethnic minority issues in the period monitored

100% 0

Koha Ditore

% 4.14 % 4.05

Zëri Epoka e Re Lajm

% 3.45 % 2.43

Bota Sot

% 1.99

Kosova Sot

% 1.93

Monitoring

12 weeks

The monitoring findings show that ethnic minorities are, more or less, under – represented in Kosovo print media; however, these finding, surely suggest that they are not misrepresented. Therefore, the language in 96% of headlines/sub – headlines and 91% of text within articles was coded as neutral.

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The other part was coded as biased (the lack of ethnic diversity in news sources; the lack of context; headlines and stories didn’t match; ethnic minorities affected by the issue didn’t have the voice in coverage; and sometimes Serbian minority was portrayed as ‘loyal to Belgrade’).

Broadcast monitoring The monitoring of prime time television news of all three national televisions, that is RTK (Radio Television of Kosova), KTV (Koha Vision) and RTV21 (Radio Television 21) was conducted over a period of six weeks from April to May 2009. The same coding scheme was used for the content analysis of the broadcast material as for the print, with some slight changes necessitated by the differences in the televisual medium and print reporting. The monitoring established that national televisions tend to report on ethnic minority issues, more than print media; therefore, in RTK prime time news 8.4% of items were on the subject of ethnic minority issues compared to KTV with 8.1% of items and RTV21 with 7.1% of items. The average running time for an item was two to three minutes. Figure 2

n Television coverage of ethnic minority issues in the period monitored

100% 0 RTK

% 8.4 % 8.1

KTV RTV21 Monitoring

% 7.1 6 weeks

The monitoring findings revealed that Kosovo national televisions, beside the quantitative presence of ethnic minorities in prime time news (recognition), focus also on the treatment and status accorded to this group (respect); they avoid underrepresentation and misrepresentation at the same time. Therefore, in general the tone of language in introductions/headlines referred to ethnic minorities and their issues was considered to be neutral.

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Ethnic minorities’ audiences and their perceptions of Kosovar media Audience reception research in different European countries shows that ethnic minorities are, in general, dissatisfied with portrayal of their images in media. Among ethnic groups in different European countries, including those of EU, there is a predominant feeling of under-representation or misrepresentation; they also hold the belief that the media portrayal has an important influence on prejudices and negative attitudes towards them (Tufte 2001, pp. 33 – 48). Considering that the findings of various researches on media content keep showing bias in the representation of ethnic minority groups, this is hardly surprising (Ross 2000, pp. 133 – 148). Conversely, content analysis of this study doesn’t show any bias in the portrayal of ethnic minorities; yet, ethnic minorities are dissatisfied with the ways in which they and issues related to them are represented in Kosovo media. In view of the fact that, according to Poole (2001, pp. 67 – 86), ethnic minority groups’ perceptions of media are not necessarily proportionally related to the actual media content, then, there is a need to examine the extent to which the complaints are related to actual media content;

Serbian ethnic minority members: “That is not who we are” There was a general feeling of disappointment about the way Serbian ethnic minority is portrayed in the media. Many participants in focus-groups discussions felt that their ethnic group was almost never represented properly in TV news. They held the belief that when they are represented, it is usually a misrepresentation which emphasizes stereotypes about their connections and loyalty to Belgrade, and that they are mostly portrayed in a negative way. As one research participant commented:

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It’s not difficult to find a source to reinforce the idea of Serbian minority’s loyalty towards Belgrade; however, not all Kosovo Serbs are loyal to Belgrade. There are some of us who live in this country and want to build a future here. And, we deserve opportunity to express our opinion in the media. Serbian male, age 45

Serbian ethnic minority is underrepresented and stereotyped in Kosovo media, particularly, in prime time TV news. We are segregated in specific types of content and in specific ways. If you analyze a certain story on us you would see negative stereotyping, generalizations, and a lack of background information. It’s not difficult to find a source to reinforce the idea of Serbian minority’s loyalty towards Belgrade; however, not all Kosovo Serbs are loyal to Belgrade. There are some of us who live in this country and want to build a future here. And, we deserve opportunity to express our opinion in the media.

Many research participants said that they feel excluded from Kosovo society and that the society portrayed in the media is not at all the multicultural society they want to see. Taken as a whole, they did not feel that they are being taken seriously as an audience, or even as members of Kosovo society. Some participants even said they had lost hope in Kosovo media, and did not believe an effort was being made to show diversity. For example, one said: We are supposed to be equal citizens in this country. There should be more news on Serbian minority and their issues on television, particularly in prime time TV news. Television should reflect a multicultural society and not a biased image of a mono-ethnic society.

Another research participant pointed out that the Kosovo media constantly are constructing a false reality which is shocking for all members of society, one of the participants said: The media, in general, are constructing ethnic minorities as ‘others’, by using a discourse based on ‘us’ vs. ‘them’ syndrome.

Some focus-groups participants believed that prejudice against Serbian ethnic minority is based on a lack of knowledge about their problems and that is why media should focus on providing the information and improving the knowledge of Kosovo Albanians about this minority. For example, one of them said:

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The media, in general, are constructing ethnic minorities as ‘others’, by using a discourse based on ‘us’ vs. ‘them’ syndrome. Serbian female, age 41

People have the wrong idea about us; they are accusing us for taking money from Belgrade. But they forget that this is the only way for us to survive. The unemployment rate in Kosovo is too high, and it’s very hard for an ordinary Serbian to find a job from which he/she might support his/her family.

When talking about news representations, the research participants were even more dissatisfied. The explanations about news representation made by them were dissimilar to research findings from content analysis. That is because, their complaints were related to the content of prime time TV news and newspaper articles, in the past; as many of them said “it is very difficult to change people’s opinions once they are formed”. In general, the participants argued that there is only coverage about Serbian ethnic community, and that is when something bad happens, like protesting in northern Mitrovica against Kosovo’s independence. The participants criticized the fact that diversity within Serbian ethnic community is being ignored completely. There is much diversity in opinions and attitudes within Serbian community. They are opposed to being treated as one homogenous ethnic group, because such thing, as they said, doesn’t exist. The complaint was made that when a member of a Serbian ethnic minority is interviewed about a topic, those statements are considered to be the opinion of the whole community.

Non-Serbian ethnic minority members: “We are eclipsed by reporting on Serbian minority” While Serbian minority members are dissatisfied with Kosovo media about the ways in which they are represented and the ways in which their issues are reported, the other minorities such as Bosniacs, Turkish, Gorans, Montenegro’s and RAE complaint about, as most of them said, “the fact that Kosovo media is ignoring them completely”. The research participants who belonged to these ethnic minorities felt that the main representation of ethnic minority on television prime time news was of Serbian, and could only think of limited examples of representation of their communities. As one of participants said:

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Hardly ever you might find a story on TV prime time news about non-Serbian minorities. The media don’t see us; in fact we are eclipsed by reporting on Serbian minority. Bosniac male, age 37

I don’t think Gorans are represented at all Goran male, age 55

Being a member of non-Serbian ethnic minority in Kosovo means being completely excluded from the media. Hardly ever you might find a story in TV prime time news about non-Serbian minorities. The media don’t see us; in fact we are eclipsed by reporting on Serbian minority.

The Goran participants also felt strongly that they were not represented on television or even in the wider context of Kosovo society. One of them said: I don’t think Gorans are represented at all.

Additionally, focus groups participants of Goran ethnic minority pointed out that there was no coverage of economic problems in Dragash municipality (Sharr), and the other problems this community faces with. As one of them emphasised: Every day I buy at least one Albanian newspaper, and believe me since last year I haven’t seen a single article about Gorans; even more disappointing is that RTK, as the only public broadcaster hasn’t had a story about us for months. In fact, RTK had a story on an old man who applied for a pension in Serbia; this man just wanted to get the money he gave to the pension fund for 38 years and RTK labeled him and all Gorans as people loyal to Belgrade.

Therefore, research participant who belonged to non-Serbian ethnic minorities were very disappointed in the Kosovo media, and the news media especially. They felt very sad about under representation in the media, which is happening to them. Overall the respondents felt excluded; of course, those feelings of grief influence them to think as they were not the part of Kosovo society.

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Conclusions and recommendations The research sought to examine how ethnic minorities are represented and how ethnic minorities’ issues are reported in Kosovo media. Therefore, the study, through qualitative and quantitative methods, aimed at a) analyzing ethnic bias in media content by focusing on two primary criteria: recognition, or the quantitative presence of ethnic minorities in comparison with their representation in the population, and respect, the treatment and status accorded to this group; and, b) understanding the perceptions and opinions of ethnic minorities’ audiences regarding current representation of minority ethnic groups in prime time television news and newspapers. What emerges from this study is that although the analysis of media content doesn’t detect any kind of ethnic minorities’ misrepresentation, the members of ethnic minorities living in Kosovo have their complaints about the ways in which they are represented and their issues are reported in the media. Therefore, the print and broadcast monitoring findings suggest that there is no evidence of misrepresentation of ethnic minorities; in general, the tone of language in headlines/sub-headlines (for print) and introductions/headlines (for broadcast), as well as the texts, referred to ethnic minorities and their issues was considered to be neutral (most of coded items had a broad spectrum of sources; there was no loaded language; stories and reports on important issues were featured prominently on front pages of newspapers and lead stories on televisions; the items provided the context, there was enough relevant information about issues). In contrast to this, the members of ethnic minorities complain about the ways in which they are portrayed and their issues are reported in Kosovo media. The focusgroups participants who belong to Serbian ethnic minority held the belief that when they are represented, it is usually a misrepresentation which emphasizes stereotypes about their connections and loyalty to Belgrade, and that they are mostly portrayed in a negative way. They also believed that prejudice against Serbian ethnic minority is based on a lack of knowledge about their problems and that is why media should focus on providing the information and improving the knowledge of Kosovo Albanians about this minority. The participants criticized the fact that diversity within Serbian ethnic community is ignored completely. The complaint was made also that when a member of a

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Serbian ethnic minority is interviewed about a certain topic, those statements are represented as the opinion of the whole community. On the other hand, non-Serbian ethnic minorities complain because of, as they said, “media negligence towards them and issues related to them”. Therefore, the research participants who belonged to these ethnic minorities felt that the main representation of ethnic minority on television prime time news was of Serbian, and could only think of limited examples of representation of their communities. They were very sad about their under representation in the media. Overall non-Serbian respondents felt excluded from Kosovo media, which influences them to think as they were not the part of Kosovo society.

Recommendations • The organization of seminars and training courses for journalists and media people on the subject of the politics of representation and multiculturalism. • The media should focus on promoting the multicultural approach to prime time television news and avoid the approach that presents society in mono-cultural terms. • The media should report on behavior of certain individual without linking it to a person’s ethnic origin. • Avoiding generalizations, that is when a member of a certain ethnic minority is interviewed about a certain topic, those statements should be represented as the individuals’ opinion and not as the opinion of the whole community. • The media, particularly, the print, should consider the benefits of recruiting ethnic minorities’ journalists, in different Kosovo municipalities, who could provide specific insight into issues relating to the ethnic minorities. • The lack of feature articles during the periods of monitoring is undoubtedly a factor in the insufficiency of representation of ethnic minority issues in the media coverage. Therefore, the focus on feature stories about various issues concerning ethnic minorities might explore any issue in great depth or allow an individual, or members of a certain ethnic minority group, the space to represent their views in a considered and meaningful way.

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Appendix Research Methodology Methodologically, the research strategy was based on a combination of qualitative and quantitative approaches; different data collection techniques were used in order to understand the ways in which media represent ethnic minorities’ issues in Kosovo. Therefore, the research was based on three methods, which are, content analysis, focus groups and interviews. On the other hand, the obtained data were presented statistically (with the use of percentages) and quotations that provided an overall perception and detailed analysis of the problem under investigation.

Content Analysis In the beginning of the research a content analysis was conducted with the purpose of having descriptive evidence about the representation of ethnic minorities and issues related to them in Kosovo media. It is one of very few research methods that can be employed qualitatively or quantitatively, opening up a wide array of methodological possibilities (Hesse-Biber & Leavy 2006, p. 279). Therefore, content analysis is the analysis of text documents and it can be quantitative, qualitative or both. Researchers quantify and analyze the presence, meanings and relationships of such words and concepts, then make inference about the messages within the texts. This is what we have done in the research; after establishing the research question(s) that is how ethnic minority issues are portrayed in the media, we have employed a) the conceptual analysis (establishing the existence and frequency of phrases, ‘Kosovo’s ethnic minorities’, ‘Serbian minority’, ‘Turkish minority’, ‘Goran minority’, ‘Bosniac minority’, ‘Roma minority’, ‘Egyptian minority’, or ‘Ashkali minority’); and b) relational analysis (which seeks to go beyond presence by exploring the relationships between the phrases). The core idea was that individual phrases, in themselves, have no inherent meaning; rather, meaning is a product of the relationships among phrases in a text.

Focus Groups In order to obtain detailed information about the problem under investigation, 7 focus groups discussions (3 Serbian, 1 RAE, 1 Bosniac, 1 Goran and 1 Turkish) with 35 participants were conducted. Of course, the sample size of focus groups methods are too small and the results can’t be generalized; however, focus groups are widely

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respected for bringing out information that might be missed by a statistical study, and accordingly they offer a deeper understanding of the phenomenon under examination (Lydecker in Quible 1998, pp. 28 – 33). Quota sampling design was used to ensure inclusion of adequate number of woman and minority groups; and, the field work was conducted from 15 March to 20 July 2009. The groups were selected to cover also a range of demographics such as age and class within Kosovar ethnic minorities. The core idea is that people were selected for study on the grounds that they were available, convenient to access and prepared to participate.

Interview The interview as qualitative method was used with the intention to provide detailed information concerning the research problem. This approach enables to explore and understand in depth the opinions of professionals regarding the topic under investigation. According to Hesse-Biber & Leavy (2006, p. 119) interviews are a process of meaning-making endeavor embarked on as a partnership between the interviewer and his or her respondent… they can be used to yield exploratory, descriptive and explanatory data. Qualitative interviews are designed to get at “deep” information or knowledge (Jonson, 2002, p. 104). What is more, interviews can be used also in conjunction with other methods, particularly, focus groups. In this context, there were conducted a series of in depth semi-structure interviews which promote an active conversation. The main advantages of these kinds of interviews are: they are useful to obtain detailed information about personal feelings, perceptions and opinions, allow more detailed questions to be asked, usually achieve a high response rate and ambiguity can be clarified.

Triangulation The research was based on three methods, a) content analysis – results were presented in form of numbers and statistics, attempting an explanation of the problem under observation; b) focus groups – results were presented in form of quotations, trying to give a complete detailed description of the phenomenon under investigation; and c) interviews – results were presented in form of quotations, attempting to provide a comprehensive explanation of the issue under examination. The combination of quantitative and qualitative methods has been used, since according to Yauch & Steudel (2003, pp. 465 – 481), “triangulation produces more robust results than could be accomplished using a single approach”.

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