Volltext: Liechtenstein and the German tax affair:

As already mentioned in Chapter 2.4.2, Eichhorn's model only subdivides the "elite audience" 
sphere. The two other spheres "mass media" and "passive audience" are viewed as 
homogeneous units. This also appears sufficient for the scope of this paper. According to 
Eichhorn, it is useful however to subdivide the media in accordance with the different target 
groups (see Eichhorn 2005, 157). This was done by Liechtenstein's communication work to 
the extent that greater attention was paid to prioritizing inquiries from news agencies, whose 
target groups are the media, both elite and specialized as well as popular media. This paper 
deliberately refrains from further differentiations among the media in accordance with target 
groups, since this would go beyond the scope of the paper. Sources used were German, 
generally nationwide print media and news agency. That the inter-media agenda-setting 
process (see also Chapter 2.4.4) actually did work in the examined case is seen by the media 
coverage in the observation period in general. With respect to the definition and framing of 
issues in the media coverage, there were essentially no "outliers", other than the basic political 
line of certain print media (e.g. SZ). 
6.8 | From social framing of issues to transnational framing of issues 
As we have seen above, transnational framing of issues — unlike social framing of issues — 
takes place in (at least) two societies, not just one (see Fig. 8). Transnational communication 
generally concerns two States. As this paper has — surprisingly — shown, however, other 
States or organizations are usually also involved. In her model of transnational framing of 
issues, the author calls these three areas — States and organizations — arenas (for more on the 
term "arena", see Chapter 6.9). In the case investigated here, the three arenas are Germany, 
Liechtenstein, and International. 
Bilateral and 
Multilateral Agreements 
Communication Culture 
saanalqQ [ented 
Mass Media 
_ Germany 
Fig. 8: "Transnational framing of issues" model (Source: own illustration) 


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