During the peak summer season of July 1 to August 6, 2025, Bulgaria endured one of its most severe wildfire seasons in recent years. More than 7,100 articles from 313 outlets covered the disaster, showing how central it became to public debate. This Sensika report examines the leading narratives and how they shaped public understanding of the fires, responsibility, and resilience.
Three major themes dominated the coverage:
- Institutional accountability: Journalists repeatedly questioned the government’s crisis readiness. They pointed to unused firefighting helicopters, poor investment in specialized equipment, and delayed political action. Headlines contrasted available resources with limited deployment, fueling public frustration. These lessons echo broader insights on managing a crisis effectively.
- Human responsibility: Media reports stressed that over 90% of Bulgaria’s wildfires came from human negligence or intent. Careless cigarette disposal, arson cases, and other preventable actions dominated the discourse. This framing turned the fires into a moral issue, demanding accountability at the individual level.
- Heroism and solidarity: Firefighters, volunteers, and community members appeared as heroic figures. They fought flames under extreme heat and with limited resources. Coverage also highlighted international aid from Romania, Greece, and Hungary. While support signaled solidarity, it also reminded audiences of Bulgaria’s dependence on external help.
Beyond the immediate reporting, media often tied the wildfires to climate change, extreme heat, and regional security. Journalists placed the events within a wider European context, underscoring the urgency of adapting to a new climate reality.
This report shows how media narratives do more than recount events. They influence how citizens understand disasters, assign blame, and measure resilience.
Read the full Bulgaria Wildfires Narratives 2025 Report below for detailed data, case examples, and insights into how crises take shape in national media.
