Spin Doctoring and Media Management - Essay Example

PROPAGANDA THEORY Spin Doctoring and Media Management December 2010 Honesty Statement This is my original work without any alterations and has not been submitted before in any other institution of learning for examination purposes or otherwise. Signed: _____________________ Table of Contents Cover page 1 Honesty statement 2 Table of contents 3 1.0. Introduction 4 2.0. Spin doctoring and media management 5 2.1. Techniques used by spin doctors 5 2.2. Spin doctoring in media 6 3.0. Analysis of the information 9 4.0. Conclusion 11 Works cited 12 1.0. Introduction A number of researchers have attempted to define the word spin and settled on a common meaning of it as a verb that is used to denote the positive side of a given situation while avoiding the negative aspect by all means (Mittler, p102). Similarly, public relations view spin as a term used to describe highly biased and exaggerated information that presents the extremely positive aspect in favour of a given situation (Berger and Reber, p73). Propaganda on the other hand is government machinery filled with falsehoods in order to influence public and international opinion in support of its views and policies (Brady, p61). Spin doctoring is a term that has been there since the early 80s for use by the public relations officers to convince people that a given situation is significant through their diplomatic manipulations (Bowen, p34). Bowen (p46) further asserts that spin doctoring was additionally used to refer to “the political analysts who used their tactics to convince people to follow their corporate representatives”. As observed by David (p37), spin has been equated to a form of propaganda that is achieved through providing an interpretation of an event or campaign to persuade public opinion in favour or against a certain organization or public figure. From the foregoing, propaganda can therefore be taken as the aspect of using lies to deceive a competitor or a rival in a case involving psychological warfare (Tilley, p310). It further functions to protect its sources when the falsehood is exposed particularly by an enemy competitor. This is referred to as damage control and is the mandate of public relations department. The author in this essay intends to discuss the meaning of propaganda theory concentrating on the concepts of spin doctoring and media management. The essay is thus presented in a main body and a short conclusion to sum up the author’s arguments. 2.0. Spin doctoring and media management Published works show that the first spin doctor was the father of public relations who is praised for having influenced the world in accepting otherwise antisocial behaviours like smoking and alcoholism into being more socially acceptable through his propagandist methods (David, p40). In later years, spin doctoring is reported by David (p43) to have been practised by Tony Blair and Alastair Campbell in their public relations portfolios between 1994 and 2003. Further reports indicate that modern day politics have been a haven of propaganda by the powers that be to convince the electorate to continue voting for them. This claim is strongly supported by reports showing Peter Mandelson and Alastair Campbell as been regarded as their governments spin doctors during their times (p45). In most cases, research has additionally illustrated that the information presented through propaganda is usually manipulated with a lot of exaggerations trying to emphasise on the most positive aspect of the situation under consideration. This can be seen in tobacco companies when advertising and marketing their products. They will use enormous bill boards alight with bright neon lights to light pictures of men wearing cowboy hats without mentioning the negative aspect of the cigarettes. In view of this, spin doctors are found to be public relation officers in corporate world who work to win people’s loyalty towards their subjects or institutions (Bowen, p50). Their aim is therefore to steer the corporate sales towards set objectives through marketing their mission and ideas (p51). 2.1. Techniques used by spin doctors Spin doctors use various techniques to identify their audience so that they can twist their information to capture the interest of the majority whether general population, nationwide or worldwide audience (Christians et al, p110). The method found by these spin doctors applicable is to single out a given audience. Another simple and less flexible method to search for audience is to look for an agent who in turn looks for people with a stake in a given institution or issue as noted by Christians et al (p121). They can use numerous techniques to praise a certain situation regardless of the degree of truth of the matter and avoid as much as they can any uncertainty when presenting the facts (Christians et al). They always take into account the time factor so that they catch up with the latest news according to Christians et al (p123). Similarly, study findings have identified a number of propaganda tools in use to circulate falsehood. Observations by Brady (p72) note that conventional media propaganda is the commonest and popular with the majority. This type of propaganda employs the use of billboards, television and films to display certain form of campaigns in the public domain (Tilley, p311). The theory behind the use of these tools is based on the conviction that people are influenced by what they normally see or hear than anything else. Apart from these tools, word of mouth through government puppets uses media personnel to report only what is in their favour (Mittler, p219). These puppets are otherwise referred to as spin doctors who feed daring reporters with fabrications to ensure the media traffic remains positive as observed by Christians et al (p132). 2.2. Spin doctoring in media Many media houses run by the state practice spin doctoring particularly when they are dealing with critical matters touching on government affairs. They do this by practicing discriminative survey of the news they are sending to the public with the main aim of marketing the top executive (Christians et al, p321). This is done through the use of propaganda aimed at influencing the minds of the populace to accept their opinions (David, p33). The privately owned media houses on the other hand similarly use technical methods to manoeuvre their way out especially when they want to counteract the effects of strong competitions as espoused by Mittler (p368). Politicians are often accused by their opponents of claiming to be honest and seek the truth while using spin tactics to manipulate public opinion. Mittler (p390) additionally argues that spin techniques can also be in the form of accumulating and holding on to information that is deemed to have adverse negative effects. This information is then delayed intentionally and hidden behind a most favourable news or event (David, p35). Research has shown that these techniques of releasing collected information during a hot event are common during military attacks and war times. During campaign periods, lots of exaggerated information is given to render the opponents campaign tactics quite ineffectual and technically impossible to work. It is not uncommon in the USA politics to find politicians using a technique referred to as ‘defining ones opponent’ where matching slogans are prepared and used to water down the image of the opponent in comparison with that of a preferred candidate (Berger and Reber, p85). The matching slogans can also be positive coined by the supporters to cheer up their candidates (David, p51). In spin doctoring therefore, various methods have been used with a mix of messages for effective communication to the public. However, it should be born in mind that there is no difference between the message communicated and the methods used to pass the message when spin doctoring. But one thing is clear that the content of the message will be well understood if the method used is effective (Berger and Reber, p89). Research has further demonstrated that the nature of the targeted audience must be put into careful consideration before communicating the message (Tilley, p312). The nature here implies to the composition of the audience viewed in terms of age, ethnicity, national background and gender (p313). This composition is explained by Bowen (p32) to be critical in determining the complexity of the message for easier perception and interpretation. It is therefore realised that most media houses use advertising techniques like public speaking, personal selling and direct mailing to pass information depended on message content and audience composition. This is slowly changing guided by advances observed in Information Technology where several media organisations across the world have begun to rely heavily on websites created purposely for their own benefit (Brady, p75). Advancement in technology in today’s world has made a number of web sites a necessity and very convenient for use by majority of spin doctors. A number of sites have been identified in numerous countries of the world and may include social networks like facebook, Twitter, political blog; you tube channel and my space page (Bowen, p43). These pages can be individually or publicly used as evidenced in recent cases where political figures are known to have answered questions through Twitter in media interviews or even answered live questions from the worldwide public through common text messaging abbreviation (p47). All these techniques have been therefore aimed at blackmailing the opponents into believing that they are safe in the war. Additionally, the techniques are also aimed at portraying the best side of each party without necessarily revealing their competitive strategy to the opponent (Berger and Reber, p397). Depending on spin doctors for information can be very misleading to the public because they only serve the interest of their sponsors at the expense of public’s interest. Spin doctors normally feed the public with a lot of exaggerated falsehoods to colour the image of their supporters while hiding the truth that may be otherwise damaging from the public. There has been a lot of criticism posed to some public relations officers who uses multi-billion dollar propaganda for hire industry that concocts and spins the news, organises phony grassroots front groups, spies on citizens, conspires with lobby groups and politicians to frustrate democracy (Brady, p65). This is a disservice to the public and most selfish on the part of the propagandists. In most of countries, media management and operations are highly monitored and controlled by the government which largely determines what to be reported in the news (Mittler, p421). In such countries, propaganda machinery is used by the government to market its policies, censor controversial news and have reports published criticising political adversaries (p408). 3.0. Analysis of the information It has become a trend in the press media for all public relations officers to practice spin doctoring regardless of the consequences of the act as propounded by Bowen (p56). It is common knowledge that spin doctoring is an unsafe practice whose impacts can result in imprisonment of the involved officer or loss of employment if the outcome rubs the wrong way with the powers that be. It should therefore be taken with a pinch of salt by responsible public relations officers and media reporters. To avoid adverse effects of irresponsible reporting, it is the responsibility of the management to be aware of the price of spreading propagandas in terms of organisational culture, policy and ethical issues (Tilley, p318). To address the foregoing, the management of organisations should incorporate strategic communication in their decision making encompassing the public views, ideas, tastes and preferences together with their cultural values (p302). This is particularly fundamental for positive organisations that have learned the importance of putting consumer values in the forefront. In this way, the work of such organisations has become so easy because they only have to avoid public confrontation which might end up affecting their business negatively. They should implement professional ethics in their advertisement as well as analysing ethical dilemmas as expounded by Christians et al (p138). Additionally, professional progression in media management demands that the aspirant practice high sense of morality and consciousness in fostering good ethics. It is therefore important for all public relations officers to adopt social responsibility in all that they plan to do (p144). Another issue in media management is to always strive to maximise effectiveness and efficiency in their organisation and profitability by making constructive decisions geared towards their success by achieving their set goals. Brady (p72) further observes that organisations are viewed as open and interdependent systems which depend on interactions with their environment for survival. For this reason, management should view public as the source of their success (Mittler, p236). This is found resident in the fact that they give vital information to be used and similarly confirm the applicability of a given situation by giving the feedback. David (p54) concurs that feedback is crucial in helping the organisation to amend its operational strategies. Additionally, ethics in business is critical in developing good moral behaviour and leads to more rational, defensive and enduring decision making which is less harmful to the public image (Mittler, p342). On reflection, spin doctors practising in public relations are advised to avoid dilemma references. The public relations officer is likewise advised to avoid conflicting views, news and previews through application of logical reasoning to remain professional (David, p48). Similarly, management should promote acceptable employee relations to effectively serve their clients satisfactorily and avoid conflict with public moral interest. Mittler (p432) argues that they should make unbiased decisions based on logical reasoning and professionalism even when faced with conflicts from the public. 4.0. Conclusion Media practitioners should be guided by the principle of trust and good morals in the event of constructing information whether for sales or building a political arena for a given candidate. As it has been evident in the literature above, public relations officers have engaged in the dirty game of spin doctoring (Mittler, p243). Though it is founded under the principle of deceit and manipulation, spin doctors should consider what they are reporting in the news to avoid bad reputation to the public as claimed by (Bowen, p61). Ethical issues should be observed considering norms and the accepted code of conduct. Public relations should be viewed as away of building rapport among parties involved, whether customers, employees, investors, voters, or general public (Christians et al, p180). Finally, all successful organisations should employ a substantive percentage of trust to the society and community at large as noted by Tilley (p319). Works cited Berger, B. K and Reber, B. H. Gaining influence in public relations: The role of resistance in practice. Mahwah, NJ: Lawrence Erlbaum, 2006. Bowen, S. A. ‘Ethics and Public Relations’, Institute for Public Relations, 2007. Brady, A. “Guiding Hand: The Role of the CCP Central Propaganda Department in the Current Era”. Westminster Papers in Communication and Culture 1 (3): 58–77, 2006. Christians, C. G., Fackler, M., Rotzoll, K. B and McKee, K. B. Media ethics: Cases and moral reasoning (6th ed.). New York: Longman, 2001. Mittler, B. “Popular Propaganda? Art and Culture in Revolutionary China”, Proceedings of the American Philosophical Society. Philadelphia: Vol. 152, Iss. 4; pg. 466, 2008. David, S. “China’s Propaganda System: Institutions, Processes and Efficacy”. China Journal (57): 25–58, 2007. Tilley, E. The ethics pyramid: Making ethics unavoidable in the public relations process. Journal of Mass Media Ethics, 20(4), 305-320, 2005. Read More