The rise of multi-objective forestry paradigm in the Finnish print media

In this paper, we examine the recent history of Finnish forest policy from the perspective of competing forest discourses. The data consist of 164 randomly selected forest-related articles from five Finnish magazines and newspapers published in 1977, 1997, and 2017. Qualitative content analysis and quantitative multivariate methods (NMDS) were combined in our mixed-method critical discourse analysis. Four forest discourses were identified. The hegemonic, utilitarian wood production discourse emphasised effective wood production and use, but also included nature conservation as an explicit objective for forest use by the 1990's. This turn into the multi-objective forestry paradigm was an initial victory for the subordinate, counteracting pro-nature discourse, but the wood production discourse quickly turned the paradigm into its own benefit. Despite this, the pro nature expanded its prominence in between the 1990's and the 2010's. The hegemonic recreation discourse, which arose in between the 1970's and the 1990's, emphasised positive experiences in the forest and was compatible with both the wood production discourse and the pro nature discourse. The small, hegemonic non-timber forest products discourse existed consistently through the study period. Within the wood production discourse, the present paradigm of multi-objective forestry creates an illusion that sustainability issues are in control, and the positive narration on nature produced by the recreation discourse supports this illusion. At the same time, the pro nature discourse expands its prominence in the Finnish society, deepening the cleavage between those who advocate the wood production discourse and the others. The great future challenge for both the pro nature and wood production discourse - and for the Finnish forest policy in general - is to think how to break these discoursal hinders for the sustainable development.