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Contents
Executive SUMMATY MM iii
TS A C0 Le ET iii
IBE Mog RM vi
LASt Of taDIES MM vi
List of abbreviations ..............coooiiiiiii nennen vii
List of appendices... ee e eene eene viii
Introduction ................... eee eese eee eee eese eese sensns etn n ettet tn seta setas s sss s teste tane ease sess stesse ea seta ss to aseo 1
Introduction of the categories of analysis ..................... eee eee e esee ee eee eerte eerte nette sete seen aue 4
2. Agenda-setting approach (method for selecting topics)............................. eeeeeeeeeee 4
2.2 ]ssues management.................eeeeeeee esee seen nene nosset toss seta ses tetas e sese tasses enses teen asse eaa 6
2.3 Crisis communication ............. eese esee esses seen seen s tense tons sets sten setas etos sees setas etas s tease sess ena 9
2.4 The "process of social framing of issues" model developed by Eichhorn (2005) 10
2.4.1 Basic idea and goal of the model sss e eee 10
2.4.3 Three spheres... ee e emen 12
PURE RC RSC) € SET 12
2.4.4 PTrOCESSES e emn emere eere herren ener eere erre 12
PERO REM 14
Overarching question — Thesis — Objective ................... eese eee ee eren eee eene eerte eee te sete seen aue 15
Methodology ..................... cette scere eese eee ee ene eese etn sesta ses tetas s sete toas sesta ses teen asse eee as sese eaae 17
Description of the "tax affair" in the period from 1 January 2008 to 31 March 2008
and its framing within the period of November 1999 to June 2008............................. 21
5.1 Preceding phase "Time of reforms" (November 1999 — December 2007) ........... 21
5.1.1 New structures and framework conditions for the financial center ..................... 21
5.1.2 Overview of the developments in the Liechtenstein financial center from 1999 —
2008 25
5.1.3 New paths in communication ............sssssssssssse eene 26
5.) Phasel "The reform process continues steadily" (1.1. - 13.2.2008 ).................... 28
5.2.1 Contents... eene eher rre rne eerr nennen nnns 28
5.2.2 COMMUNICATION oii eee eee eee nennen nennen 28
5.3 Phase2 "The Zumwinkel affair" (14.2. — 17.2.2008) .................... eere eere eere 29
5.3.1 Overview of events... nennen eene 29
5.3.2 Communication measures by Liechtenstein... oie 30
5.4 Phase 3 "Expansion of Zumwinkel affair into tax affair" (18.2. —29.2.2008)....31
5.4.1 Overview of events... nennen eene 31
5.42 Communication measures by Liechtenstein... oie 32
5.5 Phase 4 "Media interest subsides" (1.3. — 31.3.2008)....................... eere 34
5.5.1 Overview Of EVENtS..…...…..…...…............. nennen eene 34
5.5.2 Communication measures by Liechtenstein... oie 35
5.6 Subsequent phase "It will never be the same again" (1.4. - 30.6.2008) ............... 36
5.6.1 Overview of events... nennen eene 36
5.6.2 Communication measures by Liechtenstein... oie 36
Interpretation of the tax affair on the basis of media reporting and using the model
of social framing of issues ............... eeeeeeee e eese eee eene e eee en eee tn netten netten sete to sette sette sete seen au 38
6.1 Phase 1 (1.1. - 13.2.2008) - Weak signals? ................... ee eeee esee e eene eerte e eerte eerte neto noue 39
6.2 Phase2 (14.2. — 17.2.2008) - The "Zumwinkel affair" .......................... esee 40
6.3 Phase 3 (18.2. — 29.2.2008) — Expansion of Zumwinkel affair into tax affair ...... 41
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