Media can play a key role in shaping public opinion and setting a policy agenda by conveying and influencing public discourse. This article evaluates how the Spanish media has covered the topic of the forest bioeconomy and what kind of discourse it has produced and reproduced around it. For this purpose, we analysed the content of 204 national and regional newspaper articles. The results reveal the scarce penetration of the forest bioeconomy in media and some weaknesses in the narrative production and communicative dimension. The discourse is mainly constructed by governments with a limited presence of multiple stakeholders and an absence of conflict and divergent or alternative views. In addition, the discourse only addresses regional or local problems within the framework of an extended and dominant paradigm of economic growth considering the forest bioeconomy as an opportunity to combat fire, rural abandonment, smallholdings, and poor forest management. We conclude that media is not using its strategic potential and capacity as a public space. To become agents of change, the media should reflect a forest bioeconomy based on successful experiences of innovation and valorization, and adopt a transformative social vision that gives relevance to the interconnection between multiple stakeholders, forest multifunctionality and rural development.

媒体可以通过传达和影响公共话语，在塑造公众舆论和制定政策议程方面发挥关键作用。本文评估了西班牙媒体如何报道森林生物经济的话题，以及围绕它产生和复制了什么样的话语。为此，我们分析了 204 篇国家和地区报纸文章的内容。结果揭示了森林生物经济在媒体中的稀缺性以及叙事生产和传播维度的一些弱点。话语主要由政府构建，多个利益相关者的存在有限，没有冲突和不同或不同的观点。此外，该论述仅在经济增长的扩展和主导范式框架内讨论区域或地方问题，将森林生物经济视为对抗火灾、农村废弃、小农和森林管理不善的机会。我们得出结论，媒体没有利用其作为公共空间的战略潜力和能力。要成为变革的推动者，媒体应反映基于创新和增值成功经验的森林生物经济，并采用变革性的社会愿景，将多个利益相关者之间的相互联系、森林多功能性和农村发展联系起来。