Job description Spin Doctor: Experts of the political mediation



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Reprint: This text is from the book "SPIN IT! Denken und überzeugen wie ein Spin-Doktor (2015)" by Mathias Ulmann, published at FAZ Verlag, and was left to us for reprint.
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Spin-doctors work as specialists in policy-making at the interface between politics and PR. Yet hardly anyone knows this profession. What exactly do they do?

Career Spin Doctor: Experts in policy-making Spin-Docters

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Here writes for you: Mathias Ulmann is a communications consultant and was a parlementary speaker in the French Senate. Profile

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Occupation with bad image

Overview

In the image ranking of the occupations published by the Gesellschaft für Konsumforschung 2014, the spin doctors would have very badly cut off. They would have probably landed between the rather bad place 32 of the politicians and the hardly better place 30 the advertiser.

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The spin doctors, as specialists in policy-making, combine and assume the poor image values ​​of both professions. So it is not surprising that they generally rank fairly below the population.

What do they actually do?

Overview

It must also be said that not many people really know what a spin doctor actually does. Those who know and write and report about it tend to be quite critical of them and openly claim that the spin doctors are blatantly harming democracy.

In addition, the job title â € œSpin Doctorâ € is biased in the German language, which does not make things easier. It seems obvious that spin doctors are "spinning" and that as experts in the spectacle and manipulation they are spreading a lot of nonsense and thereby endangering our fragile political system.

Spiders of mysterious networks?

Overview

What makes the matter even worse is the fact that the word has a strong connotation with the eccentric, the spider, and the aversion to this animal is transferred to the profession.

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In addition, these questionable individuals are likely to be specialists in spinning dubious networks and building dubious networks. "Nomen est Omen", so the name really is program.

Strippenzieher in the background

Overview

All those who are committed to the protection and defense of democracy are right in denouncing the machinations of these mysterious bandits.

In my opinion, the superficial perception of the spin doctors in the public is based on an erroneous understanding of the democratic process of will-formation, particularly of techniques to convince and mobilize the public.

Do not stay hidden

Overview

However, to work carefree, the spin doctors can not remain completely hidden, otherwise they will be suspected of hypocrisy and reap more mistrust in society. No, the profession of spin doctors themselves does not need a "spin" and no rehabilitation.

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On the other hand, however, a greater degree of clarity about how to work seems advisable. Only in this way can their specific peculiarities and their highly specialized skills be made understandable and usable in our networked society.


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  1. Saskia Rennecke

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  2. Ulmann Mathias

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