The Albanian language cannot be 'optional'
2025-11-15 18:00:00
Manjola Lloja Bushati
Mom, your shirt is written in Albanian!
That's what my little daughter said to me in complete surprise, effectively giving me the start of this note that I've been meaning to write for a long time.
Let me give you some context.
During a very busy period of work, in a city far from home, I went to a clothing store to buy a couple of T-shirts. One of them (the one in our story) had "Watch out for the microphone" printed on it. I found it very nice, and related to the work I was doing at the time.
What saved me then was the fact that the t-shirts were produced in support of the participants in a very famous reality show in the country.
I can say now that I wouldn't have bought it if I had known, but that doesn't matter. What's important is that in our market, only such a "national event" can make quality everyday items survive in the market.
Otherwise, on the market, products that "speak" Albanian are usually of low quality. They "pop up" on the eve of the November holidays, only to appear all wrinkled and unaesthetically in the event of a national team match. I don't want to blame any merchant. I have experienced firsthand how difficult it is to promote an Albanian brand. In a small and poorly regulated market like ours, with an often inferior and prejudiced population, someone who produces in Albanian has a hard time. However, Albanian products are indispensable. And I'm not talking here about food or industries that can strengthen the economy. Those are indisputable. But I want to focus on Albanian products that educate and entertain, and as always, my concern is children. And adults must definitely take care of them.
Children's books, children's music, and artistic performances in Albanian should definitely be supported.
Institutional help is needed here.
Strong. Both persistent and based on the experience of dozens of passionate people who in Albania do not always get the "lights" of public attention.
As the Book Fair closes today, I really want to believe that the case of a year ago, where there was no appreciation for children's literature, will not be repeated. We cannot be so indifferent.
Publishing houses exclusively for children like "Pupëz" by writer Rudina Çupi, the ongoing experiences of Rovena Rozhani, the sometimes casual and sometimes well-thought-out children's books by young and experienced authors deserve appreciation and attention. Because their readers deserve attention. Our language deserves all our attention.
In some cities of Albania, children's festivals are organized, but their songs never reach the screen. The talent of the participating children does. On stages full of spectacle, children are "used" in musical and artistic formats and materials that are not at all appropriate for their age and education, and rarely with materials in Albanian. There are no children's productions in Albanian. Neither programs, nor films. You would say it is a free and private market. Of course. But that is why public media is there. To create informative, entertaining and educational spaces for every age group and category of citizens. And children cannot be last-ditch citizens. And don't say that there is no interest. Look at the long line waiting for a ticket at the Puppet Theater. Children love it. But you have to give them the opportunity to love it.
Children's productions cannot be in Albanian. And here we need to intervene strongly. As parents and teachers. And to exert pressure on the institutions that draft development and education policies. This does not mean simply supporting passionate artists and educators. And it is not enough to add Albanian Alphabet Day to the list of holidays. This means supporting the present and especially the future of the country. Albanian cannot be "optional".
