Original scientific paper

Soft Power as a Diplomatic Tool of Small States: Content Analysis of International Media Reporting on Kosovo (2022–2025)

Astrete Kastrati orcid.org/0009-0004-6289-7156 ; AAB College, Kosovo *

* Corresponding author.

Abstract

This study examines how international media coverage between 2022 and 2025 has shaped strategic narratives influencing Kosovo's soft power as a small state. Through qualitative content analysis of reports from global outlets including BBC, Reuters, Associated Press, and The Guardian, the research identifies dominant media framings, ranging from conflict and instability to culture, sports, and Euro-Atlantic alignment. Findings reveal that media amplify Kosovo's soft power when portraying it as a modern, reliable actor, yet weaken it when emphasizing crises or polarization. The research concludes that for small states like Kosovo, soft power is not optional but an existential necessity for international legitimacy, visibility, and diplomatic influence in a competitive global information environment.

Keywords

soft power, small states, media framing, strategic narratives, Kosovo.

Hrčak ID:

348158

URI

https://hrcak.srce.hr/348158

Publication date:

22.6.2026.

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