The extraordinary media coverage regarding the disappearance of the British 3-year-old Madeleine McCann emerges as an illustrative example of a ‘public drama’ and ‘trial by media’. This article presents a comparative analysis of the perspectives and narrative devices employed by two Portuguese newspapers in establishing a dialogue with their respective audiences. High-profile mediatized criminal cases have the potential to linger in the public memory and become cultural references which may affect long-term public representations of crime and justice. Our analysis is limited to a sample of representative Portuguese newspapers. We found a basic distinction between ‘quality’ and ‘popular’ press which may be related to inherent differences of their market and implicit audiences. A distanced, neutral and reflexive style of the quality press contrasts with the construction of a sensationalistic narrative by the popular press. The latter provided the audience with a daily dose of vicarious participation in a criminal drama which developed into a trial by media, sustained by a rhetoric that encourages the audience to ‘take sides’. Sensationalist media narratives can potentially undermine the principles of fair trial and the presumption of innocence. But they can also elicit relevant collective energies directed at starting processes of change.
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