Propaganda Theory (spin Doctoring And Media Managment) Essay

Propaganda Theory (spin Doctoring And Media Managment) Essay Propaganda Theory (spin Doctoring And Media Managment) â€" Essay Example > 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 th e 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 considera tion. 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).