“Not Even Hell Must Look like This”—Print Media Narratives about the October 2017 Wildfires in Portuguese Public-Managed Forests

Abstract

The unprecedented wildfires of 2017 in Portugal, particularly affecting the Centre Region, resulted in more than 100 deaths and numerous other dramatic socioeconomic and environmental impacts. Due to the unparalleled magnitude of these events, the extent of the burned area, and the catastrophic consequences, forest and fire management were placed at the center stage of public and political concerns, receiving wide mass media attention and amplification likely to shape public opinion and influence policy decisions. Through a quasi-qualitative content analysis approach, this article focuses on the media narratives conveyed by the news issued over two years (N = 1056) by eight newspapers of different periodicities and geographical scopes regarding the wildfires of October 2017 in the Matas do Litoral—coastal public-managed forest areas located in the Centre Region of Portugal. The analysis focuses on three main dimensions: the agents and actors mentioned and their power-related positions, the geographical coverage of the newspapers, and the relevance ascribed to emotions and feelings in the media narratives about the wildfires. The results demonstrate the relevance attributed in media narratives to the views of institutional agents and the negligence of local people’s voices. When particularly highlighting the material impacts of the wildfires, media narratives tended to focus less on people’s emotions and other non-tangible issues. The variation in these narratives according to the geographical scope of the newspapers and the publication time of the news strongly points out the need to address the heterogeneous character of the media coverage of wildfires.