Media narratives on immigration in Portuguese tourism: Between the recognition and silencing of the workers

Abstract

This article examines media representations of labour immigration within Portugal’s tourism sector during the post-pandemic period (2020–2025). Adopting a perspective that recognises the media as central actors in the construction of social meaning, the study investigates how journalistic narratives shape public perceptions of immigrant workers and either reinforce or contest dominant institutional discourses on integration, labour shortages, and economic dependency. The analysis draws on a qualitative content analysis of 66 news articles published in the Portuguese national press, collected through the Google News platform. The sample includes news that intersect themes of immigration, labour, and tourism within the Portuguese context. The findings reveal that media coverage is predominantly shaped by institutional voices, particularly from public authorities and private sector stakeholders. Immigrant workers’ perspectives are largely absent, resulting in an asymmetrical representation of the labour context. Although tourism-focused news coverage tends to adopt a more empathetic tone—highlighting the essential contributions of immigrant labour—it remains embedded in a utilitarian framework that reduces migrants’ value to their economic role. This lack of discursive diversity limits the depth and complexity of media portrayals, concealing critical issues related to labour rights, citizenship, and social inclusion. The research contributes to interdisciplinary studies in communication, tourism, and migration by offering a critical reflection on media framings and their influence on the public construction of immigrant labour in sectors considered crucial to the Portuguese economy.