Abstract Book of the 5th World Conference on Media and Communication
Year: 2025
DOI:
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The Impact of Television On the Mental Health of Audiences in Albania
Dr. Valmora Gogo, Msc.Dajana Dobrozi
ABSTRACT:
Matters related to mental health, including the identification of problems, their treatment, and healing, are very complex and often receive little attention in television discussions among journalists, moderators, and healthcare professionals. However, over the years, many studies referenced in this research have shown that television impacts the mental health of audiences.
In addition to uncovering these audiovisual media influences on mental health through monitoring, and considering both expert opinions and audience perspectives, this study aims to reveal the role that audiovisual media can play in protecting it.
This paper concludes that in Albania, audiences are increasingly distancing themselves from television, not just as a primary source of information but also as a source of entertainment, and are instead turning to online platforms for TV shows, media, and social networks.
This is known as the “news avoidance” effect. However, this does not mean there isn’t room for improvement in retaining these audiences and finding ways to reduce the negative impact on their mental health while enhancing the positive one. How can television stations achieve this? We surveyed the audience using a questionnaire to uncover their concerns about Albanian television programs, as well as what they want and expect from them. By understanding the audience’s perceptions, the level of influence of audiovisual media on them becomes clear, along with a solution for keeping them engaged without creating negative effects in a world that, as demonstrated by COVID-19, changes rapidly—sometimes even within a single day.
keywords: mental health, audience, television, news avoidance, social media