The sociology of spin: An investigation into the uses,practices and consequences of political communication

Abstract

This article explores the uses and consequences of political communication in Australia. It considers the different types of government ‘spin doctors’ and explores the dimensions of the ‘Australian public relations state’. The article then examines the relationship between the media, political communication and democracy. It subsequently develops a typology of overt and covert practices that suggests that there should be an analytical and ethical distinction between ‘spin’ and ‘political communication’. The article concludes that media advisers are ‘key activists’ within the public sphere and that good political communication gives people the capacity for informed citizenship. Ultimately this discussion demonstrates that political communication has both democratic and anti-democratic aspects, and it offers a conceptual framework for exploring communicative practices and their consequences.