Danske Bank: En undersøgelse af metafor som framing device

Anders Lehd & Brian Romberg

Studenteropgave: Speciale


Through a qualitative single-case study of Danske Bank’s ‘New Standards’-campaign, this thesis aims to illustrate the analytical usefulness of combining framing theory with metaphor theory. We suggest that metaphor as a specific type of framing device provides a particularly interesting and important way of shaping the public’s interpretation of crisis events. The main theoretical point of departure results from a discussion of the complementary nature of the two concepts. Metaphor might in some instances itself be frame-generating, while another, yet not contradictory, view suggests metaphors to be extensions of already established frames, leading us to also include instances of non-metaphorical frames. We subscribe to each view, maintaining that both are fruitful for a fully comprehensive account of framing in conjunction with metaphor. More specifically, we explore how Danske Bank, the largest financial institution in Denmark, failed to successfully frame the image-campaign ‘New Standards’ in an attempt to strengthen its public image due to almost immediate contestation of the perceived intention motivating the symbols in the campaign commercial, “A New Normal demands New Standards”. The purpose of our analysis is to demonstrate how critics of Danske Bank – namely the news media and experts – metaphorically and conceptually framed and negatively affected the bank’s own discursive construction of image by means of metaphorical framing. This struggle between framing efforts of actors on opposing sides can best be understood in terms of so-called framing contest; the pivot of which was the issue of responsibility for the impact of the financial crisis on Danish society, but also a moral evaluation of the bank as conducting a business-as-usual managerial approach disguised as good intentions while in reality having rhetorically constructed a “new normal” that is still purely profit performance oriented. Our analysis focuses on instances of Danske Bank using metaphorical language to position itself favorably in terms of selecting certain aspects of responsibility, pointing to a force majeure frame with the goal of reducing blame of the bank’s management. In conclusion, we point to some of the problems with Conceptual Metaphor Theory as it pertains to framing contests.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato28 feb. 2014
VejledereNicolaas T.O. Mouton


  • Danske Bank
  • New Normal
  • Framing
  • Metafor
  • Metaphor