Since the fall of the communist regime, the patriarchally dominated Albanian society has undergone profound changes. The communist concept of society and especially of women in Albania was very conservative and traditional. As workers and partisans, women were part of the state?s propaganda repertoire, but behind the facade of proclaiming absolute equality remained a downright reactionary image of women. Before marriage, it was defined through a girl?s virginity and after marriage through her role as mother and wife.With the collapse of the communist regime, the traditional values of the Albanian society were shaken to their foundations. The authority of the older generation had suffered greatly as its concept of society and its life achievements were put into question. At the same time, there has been a seemingly unquestioned enthusiasm for everything that comes from the West or at least is perceived as such. Within a few years, the youth culture in Albania has changed quite radically and has adapted to Western models. Nowadays in Albania, the peer pressure among pupils and students concerning sexy outfits, makeup, etc. is even greater than in the West. There can hardly be any doubt about the crucial role of mass media in this development. The Albanian public and especially the media experienced a sudden "sexualisation", which stood in total contrast to this society?s previous self-image.The relevance of this paper is that the portrayal of women in mass media is not only of purely theoretical interest. It has a direct impact on the present and the future of women in their respective societies.As a result, it is clear that the Albanian media inform the consumers very little about the problems of Albanian women in their everyday lives such as: unemployment, poor living conditions, family violence, sexual harassment at work, etc.