Fires of consciousness: The 'Land of Fires' – Multiple approaches of media studies for environmental studies.

This article examines the representation of the "Land of Fires" (Terra dei Fuochi)—a region north of Naples and Caserta in Campania, Italy—through documentaries produced in the early 21st century that depict environmental destruction caused by illegal waste burning by the camorra criminal organization. It analyzes how filmic discourse constructs narrative rhetorics around three main themes: the critical need for accurate information to prompt action, the tension between memory and reality in perceiving the territory, and the transformation of destructive images into tools for ecological awareness and intervention. The documentaries reveal how misinformation and institutional silence have distorted public perception, exacerbated social and economic harm, and hindered effective mapping and remediation efforts. Ultimately, the article argues that media studies, particularly ecocinema, offer a multidisciplinary framework to understand environmental injustices and foster community engagement, suggesting that combining past memory with present activism can inspire ecological regeneration in the region.