The article analyzes a segment of the cultural diplomacy of non-state actors of Kosovo who have communicated with foreign audiences through the international media in the period after the country’s declaration of independence in 2008. Analyzing the content of media coverage for non-state actors, the article examines the given messages of these actors in some powerful international media, which relate to the possibility of increasing the international image of the new country. The article finds that Kosovar non-state actors have continuously communicated with the global and regional public because it has been impossible for state actors to convey any positive message to the latter. The article, moreover, shows that Kosovar famous athletes and artists or world champions represent the soft power of Kosovo, because they have found enough space to be exposed in the international media. A significant feature of cultural diplomacy in the case of Kosovo is that the presence of hundreds and thousands of foreign peacekeepers in a country with as much security as other Balkan countries is also seen as an opportunity to influence the country’s international image.

The twentieth century has been characterized by the rise of nationalism in many parts of the world especially in the countries which lived under socialism and/or communism. Under socialism and/or communism, countries comprising of multi-ethnic groups lived in peace and cooperated and as such decreasing the possibility for any conflict. The collapse of communism and socialism in these countries of the Eastern Europe created opportunities for different forces to mobilize and capture state power mainly because these states turned into ineffective and weakened ones, as was the case with the former Yugoslavia where the ethno-national forces rose and caused ethnic strife and civil war which completely destroyed the society. The question which arises is why? Why did the destruction happen? Being a multiethnic and multinational society of different cultures, languages, history and religions, it entered into a war causing thousands of dead people, thousands of injured, destruction of properties and suffering of the people. Civil war in former Yugoslavia resulted with the partition of Yugoslavia into small independent states. But over the past few years, several changes have exposed difficulties upon these small independent states to recover fully from the harshness of the war: economic crisis, immigration, integration. IN addition, European countries have opened the doors to a new era of development, that of globalization which has been accepted mainly as the free movement of goods, services and people. Thus, this paper will deal with issues that small states face in the age of globalization.

Different events which happened in (Giddens, 1994:5).Therefore this paper will try to answer the question: Is there a link between nationalism and globalization? Can these two forces be complementary rather than contradictory? Is their existence a battle of winners and losers? The paper will shortly see the pros and cons and the implications of these forces in modern societies.