Survey studies show that popular support for democracy is strong in democratic and non-democratic countries. Naturally, the question is if democracy actually means the same thing in different linguistic, cultural, and political contexts. Mass media is often mentioned as decisive in forming citizens' understandings of democracy, but the media discourse is rarely in focus in comparative studies on popular conceptions of democracy. This article contributes to the debate by analysing data collected from online media in 93 countries. By utilizing tools from natural language processing, we provide new insights based on methods that are both extensive, flexible and cost-efficient. Our analysis shows that the media discourse revolves around democracy as governance, as outcomes and as values, but that these abstract understandings have additional dimensions. Our main contributions are three: (i) we show that the media discourse is related to popular understandings of democracy; (ii) our results indicate that there are common denominators of how the D-word is discussed in media across the globe, but when analysing the dimensions in more detail, common denominators are few and (iii) by relating democracy to everyday politics, media seems to legitimize any regime as democratic rather than being a beacon for liberal democracy.