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The expansion of research on migration over recent decades has neglected sending and transit countries. Whether in terms of their internal development, their diaspora policy, their shift from primarily sending countries to (potential) transit or destination countries, or the issue of return migration and reintegration into home societies – all these topics deserve further exploration. This paper seeks to redress this by examining Albania, a sending country with almost a third of its population living externally, and which is recently shifting to a transit and potential destination country. Media discourse on migration was analysed, recalling its power to reflect as well as shape public opinion. Employing a quantitative approach, media discourse on migrants from 2015 to 2018 was examined. Some 55 web-based media were identified, along with twenty TV channels, 61 TV programs, and 317 articles. A qualitative analysis was then used to detect the tone of the discourse and gain a deeper understanding of the messages conveyed. Results showed that migration from the perspective of a sending country has dominated Albanian media discourse over the monitoring period. Major identified issues include: migration and demographic challenges, migration and multiculturalism in societies receiving Albanian migrants, and asylum seeking as a recent trend in Albanian emigration often standing in the way of potential Albanian EU membership. The regional migration “crisis” and the potential of Albania becoming a transit or destination country for refugees has only gained limited attention. The binary of “our migrant” versus “the other migrant” became a key distinction.

“Our migrant” and “the other migrant”: migration discourse in the Albanian media, 2015–2018