ABSTRACT On 11 August 2022, the Deputy Mayor of Montego Bay, Jamaica, Richard Vernon, made controversial remarks about the Jamaican Diaspora, implying that ‘only cowards run away to go to America because they are seeking out opportunities’. On Jamaica's media landscape, these remarks angered several individuals and morphed into a proxy for a larger debate concerning the diaspora's allegiance to Jamaica. Anchored by Social Representation Theory (SRT), this study investigates the content and meanings within newspaper representations of the Jamaican Diaspora from 2004 to 2023. The findings are based on content analysis of stories (N = 2358) from the Jamaica Gleaner and Jamaica Observer newspapers. The frequency with which these newspapers portray the Jamaican Diaspora offers frames from which people draw their understandings of emigration, the diaspora, and support for the Jamaican government's policies and posture towards the diaspora. These portrayals can reveal potential misrepresentations that may affect how the diaspora's contributions are leveraged for national development. This study finds that the portrayal of the Jamaican Diaspora in media coverage is predominantly positive. It suggests that newspaper portrayals contribute to the construction of narratives surrounding the Jamaican Diaspora. Media representations influence public opinion and identity, positioning the diaspora as a crucial component of Jamaican society. The notion of Jamaicaness has implications for national identity and diaspora engagement. It shapes how Jamaicans at home and abroad perceive their role in the nation's narrative, influencing feelings of belonging and collective responsibility. This study has implications for policymakers aiming to improve diaspora engagement and national cohesion.
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