The spin doctors central role. Politics as communicational process

Toni Aira Foix

Abstract

Our politics are installed in the political marketing era. In a hypermediatic society, we must be able to agree that the same concept of political communication evolves and adapts to this context. We are in front of a new way to make a more rhetorical, more aesthetic and more theater policy. The techniques of political marketing becomes more important, and politicians are more subject, with the advantages and the disadvantages that it reports to them. With new central roles, too: the spin doctors.

Keywords

media; politics; agenda-building; agenda-setting; spin doctors; marketing; political communication

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