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There is currently a global debate about the so-called media transformation, or metamorphosis, which is mainly concerned with technological benefits in the realm of information. This argument focuses on the relationship between \"social media\" and new media realities, specifically the impact that these platforms have on the development of political leadership in North Macedonia and the Western Balkans in general.This paper examines the differences between social media and traditional media, exploring their respective roles in shaping the public sphere and political leadership dynamics in North Macedonia and the Western Balkans.Information as a media product, produced with new technology, has caused a massive explosion in the 'membranes' of public interest and this has also diverted attention to a wider plan, where the diagram of reliability does not always match with that of reporting, due to the tendency for the media product to be seen more as a consumer good and less as a communication value.The study is based on comprehensive research, thorough analysis, and synthesis of data published in books and scientific articles on the Internet, with a critical analysis of the current situation. Furthermore, this scientific research procedure involves breaking down complex concepts, judgments, and conclusions into simpler components and elements. In the end, the study highlights that the professional challenges in conquering the media market remain constant, while the audience is the one who selects the offers that are closer to their social, political, and aesthetic tastes and affinities.

With the rapid development of technology, social media platforms have become increasingly important to everyday communication, especially among younger audiences. TikTok, a mobile-first social network known for its short-form video content and high user interactivity, has emerged as one of the most popular platforms globally. In response to these changes, and in an effort to remain relevant and expand their audience, traditional media, particularly television, have begun integrating TikTok into their content distribution strategies. This involves both republishing content previously broadcast on television and creating new material specifically tailored to the platform’s style.To examine this adaptation, the paper analyzes the strategic use of TikTok by Kosovo’s national television broadcasters, RTK, RTV21 and KTV, during the first half of 2024 (January 1 – June 30). With a combination of quantitative and qualitative content analysis, it presents the type and function of published content (informative or entertaining), production quality (professional or amateur), as well as levels of audience engagement (likes, shares, comments, views). The findings show distinct platform strategies: RTK dominates in terms of quantity but shows limited interaction with its audience; RTV21 adopts a more technically consistent but less frequent approach; and KTV, though least active, demonstrates a stronger alignment with the dynamics of this platform.The paper concludes with strategic recommendations for broadcasters to improve engagement and strengthen their integration into this worldwide known platform.

The research paper elaborates on the main concepts and terminology of strategic planning in education, including all the steps of building a strategic plan with mission and vision statements. Furthermore, it analyses and compares some successful strategic planning case studies in education by identifying the strengths and some weaknesses. The final results of this inquiry serve as recommendations for positive changes and reforms in North Macedonian education.Furthermore, this research paper emphasizes the importance of the SMART strategic goals for improving education, articulated via the mission and vision statements. It is quite interesting that internationally accredited educational organizations like NOVA IS of Skopje have more successful improvement plans based on shared values and goals via their mission and vision. The implementation of their strategic plans is closely monitored and evaluated. Moreover, some successful educational reforms happened in Finland, Singapore, and Victoria, Australia, and their ministries of education are dedicated and accountable to aligning their mission and vision with all public schools in these countries. On the contrary, although the Ministry of Education of North Macedonia has clearly published the mission and vision statements, there is still a huge gap in the reality of implementation of those in all public schools, and rarely any school has a shared mission and vision on their web page. Browsing around, one primary school in North Macedonia, “Jan Amos Komenski” has recently started sharing their school’s mission and vision, values, and goals with the community which is a positive change toward SMART reforms. Strategic planning affects the improvement of learning and teaching; therefore it needs to be built inclusively and wisely.

The human history relates to the history of communication, which has also been a co-driver of human development. Communication integrates the knowledge, organization and power of a society.Today, there is an increasing debate over the importance of politicians' mutual communication, communication with voters and the media, the role of public relations in politics, and communication with the civil society. Thus, political communication and the creative use of the media remain the essential component of any individual involved in politics or even of a political group.In this study, political communication in North Macedonia is presented in the context of political efforts into the integration process in European Union (EU), by observing all the stages within the process so far. From the content and the issues addressed, it is clear that policymakers face the challenges of communication (as is the case in many countries aspiring the European integration).In this paper, the premises of genuinely political communication strategy are analyzed separately, assessing them in the context of the political communication theory. It will be shown that successful communication is an important tool for convincing citizens that EU provides a better quality of life and work.

Managing a company or organization in today’s market is a challenge that each leader has to face. Companies have to adapt and embrace challenges, or they will be left behind by the competitors in the market. The leadership of a company has to be creative in order to fulfill the needs of the customers, the market, and its employees.The same rules apply for language teaching organizations, which have to follow the rapid changes in the field of education, technology and marketing all the same. Therefore, the purpose of this paper is to acquire knowledge of key aspects of instructional leadership in private and public schools, to find the parameters that make an organization successful, and to compare key management decisions taken by organizations over the years. In focus of this paper is a case study with two primary schools in Kosovo, one public and one private, how they operate, how are they managed and the possible ways of further development. Interviews with the leaders of the schools have been conducted, and the findings have been compared and supported with contemporary literature review. The paper starts provides an introduction, the literature review, the framework used, an interpretation and critical discussion of the data collected, and it ends with the conclusion on instructional leadership.

In the conditions of a technological transformation of the media, professional credibility and reliability in information are fading due to the manipulative role that the media have taken. This paper, among other things, highlights exactly the editorial lines of the media, which do not build them on principles based on professional cause, but rather on the causes of political-media oligarchies. The fake news industry in the world is currently the most profitable product, and this is the most serious threat to democracies, which cannot be properly consolidated without a regulation in the dense \"traffic\" of online communication. In this industry Russia leads with its Sputnik, which has created a widespread establishment in the media space of Central and Eastern Europe. Preventing of this media \"pandemic\" is extremely complicated and costly, because this type of information is camouflaged in various forms and the public needs a proper media education to identify and differentiate fake news from true ones. Therefore, it is very necessary to create a national strategy of each state, to prevent the spread of this media \"pandemic\", while the most effective \"virus\" is the professionalization of the media and its detachment from the influence of political oligarchies. False news is creating its bedrock of influence and this is especially evident in the division of society as a result of political tensions and inter-ethnic discontent. Moreover, this paper shows that in such a divided society, the disinformation that circulates incessantly in the public space, sows fear. If a disinformation protection strategy were to be developed, then public confidence would not be in crisis, as it is currently in the Western Balkans, and the media would return to its primary role: independent and objective information.