2017 marked the start of a crisis in Danske Bank, as there had been cases of money laundering in their Estonian branch. This master’s thesis examines how the traditional media is framing the crisis and how this affects Danske Bank’s response. The framing analysis is based on Entman’s theory and Bengtson’s six points of a framing analysis. Furthermore the analysis is expanded with points from stases and attributions.
The crisis started as an operational crisis but turned into a reputational crisis according to Coombs’ definitions of different types of crisis. According to the theory, the main difference between the two types of crisis is that the operational crisis can have an impact on the reputation of the organization, but a reputational crisis will not necessarily have an impact on the opera-tions.
The media is mainly framing the crisis as business-as-usual and crisis-as-threat. Further-more, the media only uses attributions that strengthen their argument, which is that the bank knew about the money laundering. The analysis shows that when the media are framing the crisis as business-as-usual, they argue that the cause of the crisis is the bank’s business culture and leadership. When they are framing the crisis as crisis-as-threat, they argue both that the bank don’t have control over their systems and also that the bank refrained from reporting the money laundering in order to make money.
On the other hand the bank is framing the crisis as crisis-as-opportunity. The analysis of the bank’s response is based on Benoit’s theory about image repair. It is clear that the bank uses the tools reduce offensiveness, corrective action and mortification. The analysis shows that when the bank is using reduce offensiveness, they are trying to isolate the root of the problem as the business culture of the Estonian branch. They also use mortification in combination with correc-tive action when they are telling about how they have started a foundation with the purpose of hindering money laundering in the future.
The thesis will furthermore discuss the different media positions and the agenda setting processes, as well as how the media in this case affected both the public agenda and the policy agenda. Finally the thesis concludes that the traditional media and their framing of a crisis still have a significant impact on the response of the affected organization.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Vejledere||Rasmus Kjærgaard Rasmussen|
- Traditionelle medier