THE TROUBLE WITH SPIN

Is there anything wrong with modern political campaigns? Watching de-mocracy unfold in the media these days can be like watching a boxing match. We cheer when the candidate of our choice throws in a good punch-line or skillfully dodges a question, and boo disapprovingly when the opposition does the same. In the large broadcasted arena that shapes political campaigns these days many modern forms of communication are at the politician’s disposal, for us to admire or frown upon: targeting, priming, spinning, framing … Quite often they are talked about as if to-gether they form one comprehensive strategy, but they are all distinct forms of communication which must be judged on their own character and merit. Among these spin is an important one. In many modern de-mocracies spin has gained a much discussed presence, already well-established in the United States but also prominent during the Blair gov-ernment in the UK and since the early noughties even reported on in the Netherlands. In short, spin is a communicative practice which aims a