Abstract

Uncontrolled wildfires present ever-increasing risks. To respond effectively, we must communicate clearly and compellingly. This is where the scientific study of metaphor can help. Metaphor is the use of one domain to describe or think about another, a process that is often crucial for understanding phenomena that are unusually large, abstract, or complex – phenomena such as wildfires. Here, we describe two metaphorical framings that are widespread in wildfire communication: wildfire as an intentional, hungry beast; and wildfire as an enemy to defeat in war. We then explore how each metaphor makes certain approaches to wildfire management seem natural, while simultaneously making it difficult to understand or appreciate others. Metaphor thus offers an integrated framework for thinking and communicating about wildfire management on multiple scales.