From Wildfires to Sustainable Forest Governance: An Analysis of Media Framing and Social Acceptance in the Mediterranean Context
Public survey
This study examines how media narratives influence public understanding and acceptance of sustainable forest management (SFM) in Mediterranean forests, using Valencia, Spain, as a case study. Researchers found that while people are highly concerned about climate change and wildfires, many have limited knowledge about how forests function and why active management is necessary. Media coverage mainly focuses on catastrophic wildfires, while preventive practices such as thinning, mixed forests, or fuel reduction remain largely invisible. As a result, forests are often viewed through a crisis lens. Importantly, support for SFM increases when management measures are clearly explained, suggesting resistance is driven more by communication gaps than opposition. The study highlights the need for better communication, public engagement, and education to support climate-resilient forest management.
This study explores how people in the Valencia region of Spain understand and respond to sustainable forest management (SFM) in the context of climate change and increasing wildfire risks. Mediterranean forests are facing growing challenges from drought, large fires, and rural abandonment, making active forest management increasingly important for protecting biodiversity, reducing fire risk, and improving climate resilience.
The researchers combined media analysis, surveys of more than 1,000 people, and system mapping to understand how public opinion about forests is shaped. They found that most people care deeply about the environment and are concerned about climate change, but many have only limited knowledge of how forests actually function or why active management may be necessary.
One of the key findings is that media coverage strongly influences public perception. News reporting tends to focus on dramatic wildfire events and emergencies, while preventive forest management practices – such as thinning forests, creating mixed woodlands, or reducing fuel loads – receive very little attention. As a result, forests are often seen mainly through the lens of disaster and crisis.
The study also found that support for sustainable forest management increases significantly when management actions are clearly explained in simple and practical terms. This suggests that public resistance is often not ideological, but linked to misunderstandings, lack of information, and weak communication.
Another important finding is that many people believe forests are disappearing, even though forest area has actually expanded in many Mediterranean regions due to abandoned farmland naturally turning back into forest. However, these forests are often dense and poorly managed, which leads to increasing wildfire risk.
Overall, the paper highlights that successful forest policy depends not only on technical solutions, but also on communication, public trust, and citizen involvement. Better storytelling, education, and transparent dialogue are essential for building support for climate-adapted forest management in Mediterranean landscapes.
- Implementation
- Social & Stakeholder
- Landowners & Practitioners
- Policy Actors
- Mediterranean