From Wildfires to Sustainable Forest Governance: An Analysis of Media Framing and Social Acceptance in the Mediterranean Context

Mediterranean forests are increasingly exposed to climate-related risks, including large wildfires, prolonged droughts and rural abandonment, making sustainable forest management (SFM) a key element for climate adaptation and territorial resilience. However, despite its recognised importance, the social acceptance of SFM remains insufficiently understood, particularly in relation to how public perceptions are shaped by media narratives and information ecosystems. This study addresses this gap by analysing the relationship between media framing and social acceptance of SFM in a Mediterranean context. A mixed-methods approach was applied in the Valencian region (Spain), combining (i) a systematic analysis of conventional and digital media, (ii) a system mapping exercise to identify dominant narratives and communication dynamics, and (iii) a population survey (n = 1070) focused on perceptions of forests, climate change and forest management. The results reveal a high level of environmental concern and climate awareness, coexisting with limited knowledge of SFM and simplified or distorted perceptions of forest dynamics. Media coverage is predominantly reactive and event-driven, strongly focused on wildfire events, while preventive and adaptive forest management practices remain largely invisible. In this context, support for SFM increases significantly when management practices are clearly explained and contextualised, indicating that resistance is more closely related to communication gaps than to ideological opposition. These findings highlight the critical role of media framing and communication processes in shaping the social acceptance of SFM. The study contributes to the literature by integrating media analysis and social perception within a forest governance perspective, and provides empirical insights to support more effective communication strategies and policy design in Mediterranean regions facing increasing climate pressures.