Among the few certainties produced by researches in mass communications is that the media play a very significant role in political life of democratic societies. They represent the main source from which citizens learn about the political developments in their country; they help citizens to make well – informed choice during elections; and finally, the media identify the most important issues in the society. However, in new established democracies, such as Kosovo, the role of the media can be assumed to be even more essential – rather than anything else, new democracies need active citizenry, that is citizens familiarized with civic culture, who will support the new political system. This research sought to examine whether the media in Kosovo promote civic qualities and accordingly, political engagement. In addition, the study, through audience research, aimed at illuminating the citizens’ attitudes regarding the media political reporting, media contents and other important aspects which, in one way or another might educate the citizens about the governing process and accordingly encourage their engagement in a vitally important activity such as politics.