"Albanian journalists believe their most important professional role is reporting things as they are, being detached observers and providing the kind of news that attracts the largest audience. These functions contrast with the dominant perceived role of journalists in the early 1990s as missionaries and educators of the audience (see Table 1). Journalists in Albania tend to be audience-oriented, report uninvolved according to the audience’s taste and demand and attempt to educate them remotely through entertainment and recreation. Journalists’ other attributes as “advocates for social change”, “educators of the audience” and “promoters of tolerance and cultural diversity” find broad support as well. As for critical journalism, only a few journalists think it is important to set the political agenda, to monitor and scrutinize business and political leaders." (Journalistic roles, page 2)