The Danger of Media Framing - The Multiyear Fraud of Wirecard AG

Abstract: The purpose of this paper is to enhance the understanding of Media Framing of corporate accounting scandals over time.The purpose is fulfilled by adopting a case of how a corporate accounting scandal has been framed. This study uses a qualitative inductive research method. The data analysis was done by using the Gioia methodology as an approach for open coding, which is widely used in qualitative research on Media Framing.The theoretical foundation of this study is based on the process model by Scheufele (1999). The framework includes four processes: frame building, frame setting, individual-level effects of Framing and the feedback-loop journalists as part of the audience. The framework is modified with new findings in the research area of dynamic Media Framing and Media Framing of corporate accounting scandals.The paper analyzes newspaper articles on the Wirecard accounting scandal by four German newspapers over the time horizon of five years and two transcribed press conferences held by German politicians on the Wirecard accounting scandal.New dimensions and themes emerge over time. Attribution of responsibility for the corporate accounting scandal is framed differently by the two observed actors (newspapers and politicians in media evets). This warrants attention as it might cause effects on the frame setting of the audience. If the discussed issue is novel to the audience, it can negatively or positively influence the complex of associations of the audience and mislead them. Especially if the audience member has not enough knowledge of the discussed issue, the new frame is integrated into the individual interpretation schema available to the audience in the future.