We are living in a world that we practically know through means of mass-communication that serve to inform us, entertain us or convince us in something. On the other side, the development of the internet and communication technologies has led to the media indulging in the habits and needs of the audience in the race for likes and other criteria of high audience share. Due to obtaining more likes and higher ratings that bring commercial success, journalistic principles are jeopardized. It seems that media and society are shifting their positions in the traditional understanding of the information system. To some extent, it could be said that the influence of media on society is decreasing while the influence of society on media is increasing. If media are mirror of our society, what the way the media report at the Balkans is telling us about our societies? In what degree media, understood in this way and with increasing tendency to gain social power, are able to contribute to development of the democratic institutions and values of a society?