WRING, D., 2001. Power as well as Persuasion: political communication and Party development. IN: Bartle, J. & Griffiths, D.(eds.) Political Communication Transformed, Hampshire: Macmillan-Palgrave
In the run-up to and during the 1997 general election political discourse was
dominated by references to the supposed power and influence of the so-called 'spin
doctors' and 'image makers'. These terms are often, and quite erroneously, used
interchangeably. Those charged with 'doctoring' the 'spin' are primarily concerned
with managing so-called 'free' media which is the coverage given politicians by print
and broadcast journalists. Working in tandem with this group, the 'image makers'
are those marketing experts charged with interpreting popular opinion and
developing a strategy to promote their particular party, candidate or leader by use of
'paid' or 'controlled' communications such as advertising....
This extract is taken from the author's original manuscript and has not been reviewed or edited. The definitive version of this extract may be found in the work, Political Communication Transformed by Bartle and Griffiths, which can be purchased from www.palgrave.com.