Editor’s take
Lulzim Basha, now as the head of his new party “Euro-Atlantic Democrats,” is engaged in a fierce “battle” with the current Prime Minister and leader of the Socialist Party of Albania, Mr. Edi Rama. A game of words that seems so well-coordinated, it gives the impression that the two might have reached an agreement on this online exchange. Of course, such a tacit agreement is not new for these two leaders, as the May 17, 2017, agreement remains fresh in the memory of Albanian politics and the public.
However, it should be noted that this type of communication is atypical for Lulzim Basha, but not for Edi Rama, who has become an expert in digital communication. Rama has even launched his own podcast, using it as a propaganda tool alongside carefully selected, successful individuals whom he promotes in the political arena. In the lead-up to the parliamentary elections, he has once again opted to utilize online communication channels, directly interacting with citizens through social media comments, all under the slogan “Eye to Eye.”
Basha, on the other hand, has traditionally been more reserved in this form of communication, preferring a straightforward and serious tone, avoiding irony or jokes when addressing the electorate or the public.
So, when Basha suddenly addressed a video message to Prime Minister Rama in dialect, calling him “O Rame,” it was received with surprise. This language doesn’t align with Basha’s persona—despite being younger than Rama, he has always projected a serious political and personal character. Yet, this is not the main issue. What raises questions is: what pushed the leader of the “Euro-Atlantic Democrats,” who will be facing the electorate for the first time on May 11, 2025, to adopt this style and format of online communication?
In fact, since the return of Sali Berisha and the Democratic Party, Basha has been nearly invisible in political discourse. Even the founding of his new party had little impact; he continues to be viewed with skepticism, as he has not yet built a strong electoral base of his own. Until now, Basha has remained in the shadow of the Democratic Party, the largest opposition force, still led by Mr. Sali Berisha. Basha himself has admitted this, often justifying his actions or inactions during his time in the Democratic Party.
His decision to expel Berisha from the party backfired politically. While it gained him credibility with international actors, it completely isolated him from the Democratic grassroots.
In this context, just two months before parliamentary elections—where Basha and his party will be tested before the Albanian public—his latest communication towards Prime Minister Rama appears to be nothing more than a political marketing stunt. Considering that Basha and his party are still in the consolidation phase, and skepticism toward him remains strong, this move does not signal real change. Rather, it seems to be a tactical maneuver aimed at gaining attention and media exposure.
From another perspective, this situation plays perfectly into the hands of communication strategist and Prime Minister Rama. It appears that he has carefully chosen his political opponent for these elections, namely Basha’s party—a weak and unstable formation—which in turn reinforces Rama’s own position on the political stage. Rama seems to be constructing a new opposition, one he can control. By doing so, he sidesteps a direct confrontation with other opposition parties—both the older ones and the newly-formed ones.
Especially the Democratic Party, which, alongside the coalition “Great Albania,” now under Mr. Berisha’s leadership, remains Rama’s primary target to undermine. For the newer parties, Rama aims to keep them within reach post-election, especially if a coalition government becomes necessary.
Thus, Basha continues to serve as a distraction from Berisha, reinforcing the idea that this “virtual game” between Rama and Basha is simply a political maneuver, staged at the expense of the Albanian public.
Nothing new for Albanian citizens, who continue to wait for real solutions—for a better life, for security, justice, and improved education and healthcare systems. Yet none of these are being offered. Instead, citizens are being asked to vote.
For now, Rama and Basha are performing this virtual masquerade, staging a political show that resembles a Turkish soap opera. A media circus served to the masses, with winks, laughter, smirks, hip-hop beats, steering wheels, and frying pans—perfectly synchronized.
It brings to mind an old saying that today resonates more than ever: “Panem et circenses” – “Bread and circuses.”
A phrase that symbolized the practice of Roman emperors, who used it as a strategy to keep the populace content and under control. A method for deflecting discontent and revolts by distracting the citizens from harsh realities and injustice. The same can be said of modern-day Albania, where for days now, the political circus of Rama and Basha has dominated every social network, online media platform, and television outlet.
Both sides are offering the public a spectacular performance, keeping them engaged in a political game that draws attention away from the real issues and the demands for a better life.
This old demagogy that continues to dominate the political scene is a sign of despair for Albanian society. The people—tired and disillusioned—no longer seek genuine change. They do not protest, do not demand accountability. Instead, they have slipped into a state of passivity, entertained and absorbed in social media commentary, becoming part of a media-political circus that only serves the narrow interests of those in power.
And yet, if the Roman emperors at least offered bread and circuses, today’s political class offers only circus…
/Argumentum.al
