The Timber Wars: The Framing of the Spotted Owl Controversy in the Media

The northern spotted owl is a threatened species that resides in old-growth forest throughout the Pacific Northwest. As the owl's numbers dwindled, the ensuing management debate pitted loggers against environmentalists. While environmentalists argued that exports and mechanization were to blame for timber job losses, loggers alleged that overly stringent regulations threatened their livelihoods. The media fomented this debate by framing it through a conflict lens and interviewing involved interest groups but few independent experts. This study randomly sampled 50 Seattle Times articles from the years 1990-1995 using the keyword search 'spotted owl.' The resulting mixed-method quantitative and qualitative analysis evaluated types and numbers of sources interviewed for articles, headline bias, and overall framing. This study corroborated previous findings from the literature review, confirming that the media had a pro-timber bias and that few scientists or economists were consulted throughout the coverage. As journalists cover environmental stories, they should consult relevant scientific experts and seek to find solutions rather than foment conflict.