Bad guy or good guy? The framing of an imam

In this paper, we investigate framing in the case of an imam in Switzerland. We conducted a qualitative content analysis of 175 articles from Swiss newspapers and public broadcasting websites in German and French to examine how Bekim Alimi, an imam in Wil, Switzerland, was portrayed in the news media from 2015–2019. Powerful and / or prominent actors who made an effort, journalists, as well as the object of the debate, Bekim Alimi, contribute to frame building. We identify two key events (the inauguration of the Gotthard Base Tunnel and Alimi’s naturalization process) as highly crucial for the framing of the debate because they stimulate some frame sponsors to become active. When they speak out, the debates become more intense and broader. In this way, key events hold the possibility to discuss a situation in depth, to create orientation, to offer solutions (prognostic framing), or to motivate people (motivational framing) to become active.