Third International Conference on Communication & Media Studies

Abstract

Historically, news of the environment is often framed in terms of a capital value, particularly when news reports crisis, loss, or seasonal hazards, such as hurricane or wildfire. This trend influences public perception and value of natural resources, such as forestlands, and also can contribute to decisions on personal responsibility for fire safety and prevention . Using framing theory with support from the Issue Attention Cycle, this historical study examines how wildfire is framed within the nation’s print media over time, from 2003-2013, and includes measures of news flow as well as five functions of frames: problem (including actor), attribution of responsibility, moral evaluation, and treatment recommendation. The coding protocol employs five frames: fire danger or threat; loss; conflict; resources, and recovery. Rarely have aspects of this news coverage, such as framing or news flow, been studied even though it crosses areas of high interest in communication, such as hazard, crisis, risk, and public perception. Analysis of news begins within regional newspapers January 1 prior to fire ignition for 15 months. Fires are determined by NIFC data. Discussion of fire’s value to the ecosystem appears as separate article; thus, news is not balanced. Results show alignment with prior literature, suggesting news reporting supports construction of the environment as a capital value.