Given the growing importance of social media in crisis communication, this research examines how Chilean media used Instagram to cover the 2024 forest wildfires in Valparaíso and whether their content aligned with public information demands. Through a qualitative systematization of the content, 773 Instagram posts and 55,983 audience comments from the 12 most-followed Chilean media outlets were analyzed. The results show that media coverage was mainly descriptive, focusing on the initial disruption caused by the fire. At the same time, subsequent crisis stages, such as accountability, recovery, and prevention, were largely neglected. Public participation evolved, shifting from immediate updates on developments to concerns about responsibility, long-term impact, and preventive action. However, a mismatch between public concerns and media coverage was observed, as key audience inquiries – identification of perpetrators and recovery plans – were not fully addressed. These findings emphasize the need for a more structured and anticipatory approach to disaster reporting. Strengthening the alignment between media coverage and public information needs could contribute to a more effective and responsive crisis communication framework, ensuring better preparedness for future emergencies.
Constanza Ortega‐Gunckel (Mon,) studied this question.
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