The purpose of this research work was to approach higher education in Kosovo from the viewpoint of both print and electronic media coverage, as well as to point out the challenges derived from the current practice. The paper addresses the impact of media on higher education promotion and development, in addition to quality improvement. Furthermore, it aims to generate discussion on how media coverage of higher education can positively contribute to its development, including impact on wider society. Media’s role in public information, its attitude in relation to educational reforms, and society’s awareness on changing needs have been analyzed thoroughly. In addition, the challenges faced by higher education institutions and its coverage by media were analyzed. The research was conducted with a structure and methodology based on theoretical, empirical findings, and discussion on education and media. The main finding is that media provide adequate coverage of events and information primarily in the negative context, with very little attention paid to good practices and more positive messages. Further, the research suggests that education in general and higher education in particular, is closely linked and affected by politics, On the other hand, there is a lack of professionalism in the journalist profession, particularly amongst those dealing with educational issues in general and higher education in particular. Electronic media coverage in many cases is considered disproportionate towards certain groups. Thus, both sides media and HE institutions are critical of each other and there is clear mistrust and lack of cooperation.
This paper investigated the current situation in regard to BA and MA English language courses taught at the Faculty of Physical Education and Sports (PES) at the University of Prishtina "Hasan Prishtina."The empirical research aimed to collect qualitative data by interviewing ten MA students of the same faculty. The findings revealed that it was their BA syllabus that contributed to their poor grasp of sports vocabulary in the context of the English language given that they were subjected to General English (GE) only. Unfortunately, their first contact with English for sports was in their first year of MA studies. Although the ESP course was only one semester, it had a positive impact on students' advancement. Moreover, students deemed ESP as a great way of building up their personality as sportsmen, given that it facilitated their way of approaching sports science with greater enthusiasm and effort.
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