New professionals. The “spinning industry” and the “spincidents” (DOI: 10.2436/20.3008.01.86)

Abstract

The “Americanisation” of politics means, in essence, its professionalization. This is due to the fact that the United States have been pioneers in the field of technology and consequently in the field of communication, including political communication. As a result of this, America has been able to adapt to its “surroundings” and specifically to the emerging entertainment society. The term “Americanisation” is, however, losing significance, especially since marketing techniques applied to politics, the prominence of communication in the entire political process, and the greater dedication to and professionalization of its public projection have become transversal factors that for years have surpassed geographical boundaries. In our local context, increasing importance is placed on new roles and political figures that are necessary to identify if we want to understand certain political crises.

KEY WORDS:

aides, spin doctors, political communication, political marketing, leadership, media.