Affective Polarisation and Pop Culture in Electoral Campaigns: A Comparative Study of Albania and Kosovo

This paper looks at affective polarisation in Albania and Kosovo, focusing on how contemporary electoral campaigns and elements of pop culture shape emotional divisions among voters. Affective polarisation—understood as growing distrust, dislike, and hostility between supporters of different political groups—has become a major challenge for democracies worldwide. However, there is still limited research on how it appears and develops in the Western Balkans. The study is guided by a combination of comparative politics and political psychology approaches. It draws on theories of partisan identity, voter behaviour, and Bourdieu’s ideas of symbolic and cultural capital to understand how political actors use popular culture and digital media to influence emotions, mobilise supporters, and reinforce social and political divisions. The methodology is mixed. First, the paper examines recent electoral campaigns in Albania and Kosovo through qualitative content analysis, looking at social media posts, memes, videos, and other campaign materials. Second, it reviews online discussions and engagement patterns to see how voters respond to these messages. Finally, a small number of semi-structured interviews with young voters provide insight into how pop-cultural elements in campaigns affect their political perceptions and feelings toward opposing groups. The study explores whether these strategies increase negative feelings toward political opponents or, in some cases, allow for shared cultural references that reduce tension. It also compares Albania and Kosovo in terms of media ecosystems, youth participation, voter behaviour, and political branding. By combining theory, campaign analysis, and voter perspectives, this paper offers a clearer picture of how pop culture interacts with partisan identities and contributes to affective polarisation in two closely connected but distinct political contexts. The findings provide insights into how cultural and digital tools shape voter attitudes and democratic processes in the Western Balkans.