The Long Road to Visa Liberalization: Media’s Role in Shaping Perceptions and Emigration Aspirations in Kosovo Before and After Visa Liberalization

In Southeast Europe, Kosovo stood apart as the only country still requiring a visa to travel to EU nations until January 1, 2024. Its neighbors had enjoyed visa-free access since 2009-2010, leaving Kosovo in a position of isolation. The dialogue on visa liberalization began in 2012, when the EU provided Kosovo with a roadmap for necessary reforms. Over the following years, this issue dominated public and media discourse. Although Kosovo met the required criteria by 2018, internal EU dynamics delayed the process by six years, creating the perception of the EU as a "forbidden apple"—a desired but elusive destination. During this prolonged wait, emigration aspirations surged unexpectedly. This was striking given Kosovo’s recent history of forced emigration before its 2008 independence—a period marked by sacrifices for nation-building, still vivid in the collective memory. Media narratives still frequently framed emigration as a forced departure, even as Kosovo achieved notable progress. At the same time, internet access expanded rapidly, yet television retained its position as the most trusted and influential source of information. Political and media narratives often emphasized stagnation, amplifying public dissatisfaction and contributing to political and governmental changes in Kosovo. This study investigates how media, in the absence of visa liberalization, influenced the creation of idealized perceptions of the EU, dissatisfaction with Kosovo, and rising emigration aspirations. Specifically, it tests two hypotheses: first, that media influenced the creation of idealized perceptions of the EU and negative perceptions of Kosovo, thereby shaping emigration aspirations; second, that short-term visits to the EU improved perceptions of life in Kosovo, tempered idealized perceptions of the EU, and reduced emigration aspirations. Drawing on a longitudinal panel survey conducted in three waves—before and after visa liberalization—and employing fixed effects regression models, the study identifies how individual-level changes in perceptions evolved over time. Initial findings suggest that short-term visits to the EU significantly influenced perceptions of Kosovo and the EU, subsequently shaping emigration aspirations. This research provides critical insights into how restricted mobility influences emigration aspirations in transitioning societies. It contributes to policy debates on visa liberalization and underscores the pivotal role of mass media in shaping public opinion and emigration aspirations.