期刊名称：European Journal of Social and Human Sciences
印刷版ISSN：1339-6773
出版年度：2016
卷号：10
期号：2
页码：67-76
语种：English
出版社：Faculty of Arts, Matej Bel University, Banská Bystrica, Slovakia
摘要：Societies are drifting towards conditions of inequality, poverty and exploitation because of the group to which they belong. In Albania, the risks of the deepening split between the groups and the increasing need for social assistance is now clearer than ever. The actors involved in social work, in their efforts to affirm the need and the professional identity of social work, encounter some rather big challenges. These efforts are supported to a very limited extent by external actors and face difficulties in reaching their target group. The need for social work policies and action form a chain of messages which goes through a communication channel. In this channel, on the way from sender to receiver, the message itself seems to lose power and importance. Why? Among many answers, one seems to prevail: The Media negligence. Media representation of social work appears to be the weakest link in the communication chain from policy makers to those who benefit from the social work system. And it requires stronger attention and research on how to make media an ally of social work support, rather than an obstacle for the profession, which is also the focus of this paper.
