Preceding phase Main phase Subsequent phase
Nov 99 —Dec 07 1 Jan — 31 Mar 08 1 Apr — 30 Jun 08
Phase 1 Phase 2 Phase 3 Phase 4
It will
never be
the same
Time of Reform process Zumwinkel Expansion into Media interest
reforms continues affair tax affair subsides
1-13 Feb 08 14 - 17 Feb 08 18 — 29 Feb 08 1-31 Mar 08
Fig. 5: The phases of the tax affair (Source: own illustration)
From the beginning, it was interesting to observe how the fopic of "tax affair" or "Kieber
case" and subsequently the various facets of the large topics "taxes, morality and national
interests" developed in the media reports.
With the help of a concept drawn as broadly as possible from the fields of issues
management and agenda setting, the author set out to discover how issues were placed,
followed and dealt with by whom, and how, by whom or via whom issues can be brought into
the media effectively and sustainably on behalf of Liechtenstein.
In the course of her literature research on the topic areas of issue management and agenda
setting, the author repeatedly came across the model of a social framing-of-issues process
developed by Wolfgang Eichhorn (1996 and 2005). According to www.google-scholar.com,
his model is cited a total of 64 times in the literature. The model appears especially suitable
since it represents a comprehensive approach to framing of issues and describes the influence
processes among the actors. It therefore attempts to dissect the complexity across a broad base
and make it understandable.
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