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During COVID-19, politicians and the media in North America spotlighted the contributions of essential workers. As many low-income essential services are performed by migrant workers, this study explores how the pandemic served as a critical moment to raise societal awareness of the disadvantaged circumstances faced by migrant workers and to garner public support for their rights and equality. Engaging with scholarly critiques of media representation of underprivileged migrant groups and migration and labor scholars’ work on migrant workers in Canada, the study examines mainstream media discourse and public discourse on essential workers and migrant workers in Canada during the pandemic. Adopting thematic and critical discourse analysis, the study reveals that nationalist ideology, intersected with capitalist and neoliberal ideologies, prevents the public from forming solidarity with migrant workers, although overt racist and xenophobic discourse diminishes, and advocacy voices begin to gain higher visibility in mainstream media. The study contends that mobilizing broader public support to tackle inequalities remains a crucial issue in the context of transnational labor migration.

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