Migration, a natural human process, often becomes a politically charged issue. Following the 2015 European migration wave, the topic gained immense media attention and became a significant part of Czech political discourse, often used as an emotional trigger and mobilization tool. This paper explores the relationship between Czech media representation of migration (2015-2018) and Czech citizens' perceptions. Existing research on immigrant workers, specific ethnic groups, and second-generation migrants in the Czech Republic is reviewed. The study's innovation lies in combining media content analysis with focus group data to understand the interplay between media framing and public attitudes, investigating how media frame building shapes audience frames. The research questions are: (1) the intensity of migration coverage in Czech media, (2) the contexts in which migrants and migration were discussed, (3) prevailing media frames, and (4) Czech public opinion on migration and their understanding of media coverage.

The paper builds upon existing research on migration in the Czech Republic, including studies on immigrant workers (Drbohlav, 2002, 2003; Drbohlav and Janská, 2009), case studies of specific foreign national and ethnic groups (Horáková et al., 2001; Hulíková and Kocourek, 2005; Černík et al., 2005; Černík, 2006), and research on second-generation migrants (Souralová, 2014; Cheng and Hu, 2015; Janská and Bernard, 2018). Additionally, it considers national-level policies and their impacts (Uherek, 2004; Jelínková and Szczepaniková, 2008; Klásková and Císař, 2020). The study differentiates itself by integrating media content analysis with focus group data and analyzing the relationship between media framing and public perceptions, incorporating perspectives from social identity theory (Tajfel and Turner, 2004), Scheufele's analytical model (2000), and cultivation analysis (Potter, 1993, 2014; Romer et al., 2014).

The study employed a mixed-methods approach. First, a quantitative computer-assisted content analysis was conducted on data from Czech media outlets (2015-2018) obtained from the Anopress database. This included major television news programs, daily newspapers (MF DNES, Lidové noviny, Hospodářské noviny, Právo, Blesk), and online news websites. A deductive-inductive approach was used to identify frames, beginning with humanitarian and securitization frames, followed by a pilot study of 300 articles to identify three more: EU policies, the migration process, and migrant integration. Keywords were used to identify and count relevant articles, controlling for article length. Data were analyzed by year to track temporal changes in frame usage. Second, four focus groups (6-8 participants each) were conducted in 2020 with semi-heterogeneous respondents, grouped by age (younger vs. older) and place of residence (Brno vs. outside Brno). A semi-structured interview guide covered media consumption habits, perceptions of migration, and opinions on media coverage. Data analysis involved creating mind maps to organize viewpoints and identifying illustrative quotes. The findings from the focus groups are presented as illustrative, not statistically representative of the whole Czech population.

The quantitative media analysis showed a peak in migration coverage in September 2015, followed by sustained attention. The most prominent frames were the migration process, integration, and the security frame (crime/terrorism). The security frame, initially peaking with the overall discourse, exhibited recurring resurgences. A strong relationship was observed between the perception of migration processes and media reports of terrorist attacks. The integration frame, while less intense than the migration process frame, remained near-constant from 2017 onwards. The focus groups revealed that respondents predominantly used online media and were aware of media biases and selective exposure. They perceived media coverage as often exaggerating negative aspects and neglecting positive stories. While migration was discussed, it was not a top priority compared to other issues such as domestic political situations and climate change. The respondents' image of a 'migrant' was predominantly negative, focusing on Middle Eastern or African individuals, often perceived as unwilling to integrate and seeking social benefits rather than work. People from within the EU or culturally similar regions were not considered migrants. Concerns about security, cultural clashes, and economic burden were prevalent. A minority expressed compassion for migrants but still favored temporary asylum.

The findings confirm that media discourse significantly shapes public perceptions of migration. The Czech case highlights a situation where limited personal experience with migration and overwhelmingly negative media framing amplify pre-existing stereotypes, generating anxieties and shaping attitudes toward immigration policies. The study's unique contribution is its demonstration of how the socially constructed category of 'migrant' in Czech society excludes individuals perceived as coming to work and integrating, contrasting with broader media representations. The observed awareness of media bias among respondents suggests a degree of media literacy, but this doesn't negate the impact of the predominantly negative framing.

The study demonstrates a strong link between negative media portrayals and public attitudes towards migration in the Czech Republic. The intense and largely negative media coverage, coupled with limited personal experience with migration, created a climate of fear and distrust. The study emphasizes the social construction of the 'migrant' category and suggests a need for more balanced and nuanced media representations. Future research could explore the long-term effects of this framing and the potential for targeted interventions to counter negative stereotypes.

The study's focus on a specific time period (2015-2018 for media analysis and 2020 for focus groups) might limit the generalizability of findings. The focus groups, while providing rich qualitative insights, aren't statistically representative of the entire Czech population. The time gap between media analysis and focus groups might have introduced some change in perceptions. Furthermore, the subjective nature of framing analysis and the reliance on keywords presents a limitation.