Mass media play a significant role during the election process by urging citizens to vote and as well as in setting the media and political agenda. In a fragile democracy, such as Kosovo, media have enormous responsibility and are a key component to create expedient environment that stimulate the system of democratic values in society. Media, politicians and voters are the crucial factors that commonly pursue influence. The research study argues that many media in Kosovo have filed to fulfill its task toward the public opinion. Thus, media during the election process in 2007 have not protected and promoted the interest of citizens, haven’t build an agenda in people’s interest and, have extremely disengaged them to participate in voting process and public sphere.