As Albania’s political scene heats up ahead of the May 11 general elections, an unlikely figure has emerged at the centre of the campaign: the owl. In an ongoing war of words, Prime Minister Edi Rama and opposition leader Sali Berisha have been using the bird as a metaphorical weapon to taunt each other.

Rama, a frequent user of social media to advance his message, has posted a series of videos featuring owls, which he suggests speak in Berisha’s voice. In one message at the beginning of March, Rama mocked Democratic Party leader Berisha’s call for a boycott of classes and protests against the government’s ban on social network TikTok, dubbing him a "swamp owl”. 

"The swamp owl calls on children to protest the closure of TikTok and asks parents to come out for TikTok. This is the opposition swamp and its philosophy," Rama said.

As Rama’s mocking continued, on March 28 Berisha brought a cuddly owl to his press conference, telling journalists it was a symbol of intelligence and wisdom. The white owl, he said, was not just any bird — it represented the knowledge and decision-making power revered in Ancient Greece and Rome, embodied by the goddesses Athena and Minerva.

"You cannot insult me by calling me an owl," Berisha declared. "The owl has been the symbol of wisdom, knowledge, and decision for millennia. And Edi Rama thinks he could insult me by calling me an owl? Ignorance is not an argument."

Rama was quick to retaliate. “What did you say today? 'I am an owl'? It’s a good start that you admitted it. An owl is good in its habitat, but not this two-legged owl that turned Albania into a swamp,” he quipped. 

The back-and-forth has captivated the Albanian public, though responses to the prime minister’s owl-themed videos have been mixed. On Facebook, where Rama has 1.6mn followers to Berisha’s 1.1mn, the exchange has prompted both amusement and criticism. Some have laughed at the bird references, while others have decried the lack of seriousness in the electoral debate — or the implied insult to owls.

One Facebook user commented, "In my opinion, it offends owls. He [Berisha] is a snake." Others criticised Rama for the level of debate: "Poor people! In a video, here's how the prime minister mocks!” wrote one Facebook user, while another urged Rama to turn his attention to more serious topics: “You are not asking for votes for a vet … The people want water, lights, roads and health centres."

The use of social media in Albania’s elections is well established now. Both political leaders have substantial followings on platforms like Facebook and Instagram, and they have used these channels to bypass the restrictions that traditional media face. 

Rama posts prolifically about his government’s achievements, his international travels and his interactions with the public, while Berisha uses his platforms to broadcast press conferences and his campaign events.

Social media has been at the centre of the political debate recently, when Rama’s government imposed a year-long ban on TikTok, citing the need to protect children from harmful content after the death of a 14-year-old following a social media dispute. 

Critics argue that the move was designed to hamper the opposition’s ability to put their message across to voters via TikTok ahead of the May election. 

Berisha and his Democratic Party protested the ban in mid-March, though according to local media reports turnout was relatively low. Journalists and human rights groups have also slammed the ban, arguing that it infringes on free speech and limits political expression ahead of the election.

Rama’s Socialist Party has been in power since 2013 and is seeking another term in the May general election. The Democrats want to make a comeback but the party’s chances have been harmed by an internal power struggle as well as US and UK sanctions on its leader Berisha.