MIGRATION AND DEMOGRAPHIC POLICY MEASURES IN CROATIAN MEDIA: A CRITICAL DISCOURSE ANALYSIS

Abstract

This paper analyses how the national online media in the Republic of Croatia shape public discourse on migration, including emigration, immigration, return migration, and demographic policy measures. Using Critical Discourse Analysis (CDA) and thematic coding, the study examines 76 media articles published between September 2024 and February 2025. The analysis identified four dominant thematic areas: the emigration of youth and professionals, the arrival of foreign workers, the return of emigrants, and demographic policy measures. The findings reveal a highly emotional and ideologically charged discourse – emigration is framed as a loss, immigration as a threat, while return migration and demographic policy measures are portrayed as symbols of hope and renewal. Moreover, the media rarely provide an integrated perspective on migration processes; instead, they present them in a fragmented manner that reflects editorial and political orientations. Public service media and mainstream media tend to reproduce institutional discourses, while more critical outlets offer either more analytical perspectives or a polarized tone. Croatian media do not merely report on migration, rather, they construct it through emotional, symbolic, and political frames, thereby influencing public perception, social values, and migration policies. This study highlights the need for a more balanced, contextualized, and expert-driven media approach to migration-related topics.