Abstract

Spin is the current dominant form of political presentation in the UK. Politics and presentation are inseparable and before the 1980s, political presenters were less aggressive towards and more respectful of journalists as watchdogs of politics. Labour introduced spin as a defensive response to editorial hostility but since New Labour came to terms with Thatcherism, spin has been used for the offensive promotion of policy. Changes in journalism, particularly a blurring treatment of fact and opinion, were an incubatory environment for spin. Moreover, the term became part of lay language and its vocabulary is deployed as a scrutiny of politicians via ridicule and satire. Conceptually, spin can be characterised as an exchange or contest between information and publicity, with contingencies influencing where any presentation lies on that continuum. Wherever it falls, spin demeans elected politicians and tends to reduce their status to celebrities. That reduction is a cost too high for privileging presentation over policy and ought to be reversed.