Spin Doktori - Medijski Manipulatori - Višnja Knežević

VINJA KNEEVI
SPIN DOKTORI SPIN DOCTORS

medijski manipulatori
media manipulators
Vinja Kneevi SPIN DOKTORI - medijski manipulatori

SPIN-DOCTORS - media manipulators
Izdava: Littera Banja Luka Za izdavaa: Jovica Latinovi Priredio: Aleksandar Anii Korice: Ognjen Radumilo Prevod: Slobodan Tabakovi tampa: Mikro print Banja Luka Za tampariju: Davor eva Tira: 300 primjeraka
ISBN 99938-49-08-1
Vinja Kneevi
Spin doktori
medijski manipulatori
Littera Banja Luka 2006
Spin doktori - medijski manipulatori
Izmeu ideje i stvarnosti, izmeu kretanja i ina pada sjena T.S. Eliot
UVOD
Svjetsku javnost sve vie zanimaju fenomeni utjecaja medija i utjecaja na medije, a o tome svjedoe i brojna istraivanja. U liberalnim demokracijama politika pridaje veliku vanost medijima. Mediji su uz politike organizacije i graane jedan od tri aktera politike komunikacije. Oni funkcioniraju i kao prijenosnici politike komunikacije koja nastaje izvan same medijske organizacije i kao poiljatelji politikih poruka koje su oblikovali novinari. Politiki se akteri moraju koristiti medijima kako bi njihove poruke bile prenesene eljenoj publici. Politiki programi, politika izvjea, izborne poruke, kampanje skupina za pritisak, teroristike aktivnosti, imaju politiko znaenje i, kako kae B. McNair u knjizi Uvod u 1 politiku komunikaciju potenc ijal za komunikativnu uinkovitost samo onoliko koliko se o njima izvjeuje i koliko ih medijska publika prima kao poruku. Prema tome, svi akteri politike komunikacije moraju doprijeti do medija ako ele prenijeti svoju politiku poruku. Medijima se priznaje najvanija uloga u oblikovanju javnog miljenja. Oni stvaraju sliku, image, nameu agende i oblikuju javnu svijest, odreuju tko pobjeuje a tko gubi, kako mislimo i govorimo itd.. Svjesni takve uloge medija, politiki akteri se prilagoavaju njima. Oni svoje nastupe, kampanje i komunikaciju kreiraju tako da odgovaraju medijima. Raspored politikih aktivnosti danas se prilagoava medijskim rokovima.
1
B. McNair: (2003): Uvod u politiku komunikaciju, FPZ, Zagreb, str. 19.
Uvod
Javni nastupi prilagoeni su vie ekranu nego neposrednoj publici. Politiari postaju sve vie glumci, pridaju veliku Neverbalnoj komunikaciji, ponaanju pred kamerama, stilu oblaenja, gdje gledati, kako argumentirati itd. Politika i njeni akteri, zapravo, su modelirani da odgovaraju medijima jer su svjesni vanosti meusobnih odnosa. Taj odnos koji uspostavljaju mediji i politika pitanje je moi koje se pojavljuje u dimenziji mo medija - to mediji mijenjaju i moi nad medijima. Mediji bi trebali biti objektivni promatra, zrcalo stvarnosti. Meutim, bilo bi pogreno misliti da mediji stvarno u praksi izvjeuju neutralno i nepristrano o onome to se zbiva u politikoj areni koja ih okruuje. Iako nas neki novinari uvjeravaju u suprotno, u brojnim knjigama ima vie nego dovoljno analiza koje pokazuju da su njihovi prikazi politikih dogaaja optereeni vrijednosnim sudovima, subjektivnou i pristranou. Odgovore na pitanjato su razlozi ovakvih pristranosti, tko je izravno zainteresiran za ovakav rezultat i tko ga proizvodi, mogue je traiti u dimenziji moi nad medijima. Ovaj rad nee odgovoriti na tako kompleksno pitanje, ali pokuat e ukazati na indicije i praksu manipulacije tim istim medijima. Analizu emo zapoeti kraim osvrtom na razvoj odnosa s javnou i definiranja odnosa s javnou.
RAZVOJ ODNOSA S JAVNOU
Odnosi s javnou pojavili su se u Americi tijekom Amerike revolucije, odnosno borbe za vlast izmeu aristokracije i trgovaca. Od davnina promidba se koristi za prikupljanje novca, promicanje ideja, stimuliranje trgovakih pothvata, prodavanje zemlje i stvaranje popularnih linosti. Prva institucija koja je na tom kontinentu sustavno potraivala novana sredstva bio je Hovard College. Prvi odjel odnosa s javnou utemeljen je 1889. godine u kompaniji Westinghouse, sa svrhom promocije revolucionarnog sustava izmjenine struje. Pojam "odnosi s javnou" od 1897. godine, nadalje, esto se pojavljuje u amerikoj eljeznici, tonije u Godinjaku eljeznike literature. Svrha godinjaka je prikupljanje svih dokumenata i podnesaka vezanih uz odnose s javnou eljeznice koji su objavljeni ili dostavljeni tijekom godine, a koji bi mogli imati trajnu vrijednost. U razdoblju zaetaka mnoga su amerika sveuilita pokrenula inovativne programe promidbe. Na Sveuilitu Yale, 1899. godine ured tajnika uspjeno je prenamijenjen u ured za odnose s bivim studentima i javnou. Poetak stoljea oznaio je osnivanje prvih specijaliziranih tvrtki i agencija za odnose s javnou. Ovo razdoblje zapoelo je izraenom djelatnou istraivakog novinarstva. Prva, pak amerika tvrtka za promidbu koja se smatra preteom dananjih tvrtki za odnose s javnou utemeljena je poetkom 20. stoljea u Bostonu. Skupina mladih osoba utemeljila je Ured za publicitet kako bi obavljala posao koji obino rade
Razvoj odnosa s javnou
tiskovni agenti za najvei mogui broj klijenata, te najveu 2 cijenu koje trite moe podnijeti. Prvi klijent Ureda za publicitet bilo je Sveuilite Harvard. Prva njujorka tvrtka za odnose s javnou zvala se Parker&Lee, a osnovali su je George F. Parker i Ivy Ledbetter Lee. Njih dvojica postali su partneri nakon uspjene suradnje na kampanji Theodora Roosvelta. Do Prvog svjetskog rata i druge institucije utemeljuju svoje urede odnosa s javnou. Poetkom dvadesetog stoljea biljee se i prvi izolirani primjeri odnosa s javnou u Velikoj Britaniji. Prema Sam Blacku3 Ministarstvo financija, kao dio dravnog aparata, preuzelo je ulogu glasnogovornika za vanjsku politiku. Tadanji ministar financija Lloyd George organizirao je 1912. godine tijelo koje je zaposlenima i radnicima irom zemlje trebalo da objasni novi Zakon o osiguranju. Odnosi s javnou u Prvom svjetskom ratu iz defanzive prelaze u proaktivan pristup. Predsjednik Woodrow Wilson, svjestan znaaja javnog miljenja, utemeljio je "The Committee on Public Information" (Odbor za javno informiranje). Svrha mu je bila mobilizirati javno miljenje za potporu ratnom angamanu i Wilsonove politike, budui da su miljenja o tom pitanju bila vrlo podijeljena.4 Nakon Prvog svjetskog rata, promidba postaje sve aktualnija u dobrotvornim pokretima i novom podruju djelatnosti socijalnom radu. Zbog sve veih potreba urbanog drutva, trebalo je prikupiti sve vie novca. Promidba je poela dobivati na vanosti, a pokazala se i potreba za izobrazbom buduih promotora. Mnogi pronicljivi ljudi na rukovodeim pozicijama promidbu su smatrali najpraktinijom ljudskom lekcijom koju su stekli u ratu. U tom novonastalom podruju, u to vrijeme, poeli su se buditi
2
S. Cutlip, A. Center, G. Broom (2003). Odnosi s javnou, Mate, Zagreb, str. 113. S. Black (1997): Odnosi s javnou, Clio, Beograd, str. 222. 4 S. Black, str. 122.
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osjeaji identifikacije i profesionalizma. Zahvaljujui napretku ostvarenom u vrijeme rata, odnosi s javnou se brzo ire. Pojavljuju se u dravnim ustanovama, poslovnim organizacijama, crkvama, socijalnim slubama, pokretima radnitva i drutvenim pokretima. S. Black navodi da se prva knjiga iz podruja odnosa s javnou zove Crystallizing Public Opinion, a napisao ju je dr. Edward Bernays. Knjiga je tiskana u New Yorku 1923. godine. U toj knjizi po prvi put se uvodi termin "savjetnik za odnose s javnou". Iste je godine dr. Bernays drao prvi kolegij iz odnosa s javnou na Sveuilitu u New Yorku. Prva specijalizirana agencija za odnose s javnou utemeljena je 1923. Godine.5 Zahvaljujui ratnim lekcijama i promjenama u drutvu, odnosi s javnou su se ubrzano razvijali sve do burzovnog sloma 1929. godine, nakon ega je uslijedila Velika gospodarska kriza. Ameriki odnosi s javnou, u ovom razdoblju, razvijali su se u znaku New Deal-a i predsjednika Franklina Roosevelta. Iz Velike gospodarske krize i New Deala proistekla je potreba za informiranom javnou. Pobornici New Deala brzo su shvatili da je informiranost nuan preduvjet njihovih radikalnih reformi. Stoga su odnosi s javnou pod Roosveltom zabiljeili najvei rast. Poslovne organizacije su sve ee angairale specijaliste za odnose s javnou da im pomognu u borbi protiv Roosveltovih otrih napada i zakonskih 6 reformi. U ovom se razdoblju javno miljenje poinje preciznije i znanstvenije mjeriti i procjenjivati. Sredinom 1930-ih zapoinju Roperova i Gallupova istraivanja javnog miljenja koja su stekla ugled tijekom predsjednikih izbora 1936. godine. Djelatnici za odnose s javnou sluili su se ovim
5 6
S. Black, str. 121. S. Cutlip et al., str. 130.
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Razvoj odnosa s javnou
istraivanjima da bi savjetovali menadment i kreirali programe odnosa s javnou. Drugi svjetski rat je donio jo radikalnije promjene u odnosima s javnou. U promjenama je ponovno prednjaila drava s monim organiziranim informacijskim kampanjama. Njen je instrument ovaj put bio Office of War Information (Ured za ratno informiranje). Osnovao ga je Roosevelt u lipnju 1942. godine. Drugi svjetski rat je otvorio nove mogunosti: pokazao je da se odnosi s javnou mogu koristiti za stimuliranje ratne proizvodnje, vojnog morala i civilne potpore, te razvio nove tehnike i komunikacijske kanale. Tijekom rata, u Americi je 7 otprilike 75 000 ljudi prolo obuku iz odnosa s javnou. U poslijeratnom razdoblju ekspanzije, odnosi s javnou postaju stabilniji i zreliji. Broj djelatnika za odnose s javnou poeo se naglo poveavati. Snane profesionalne udruge udaraju temelje za razvoj profesionalizma, a na koledima zapoinju programi edukacije u odnosima s javnou. Izdaje se i sve vie knjiga i asopisa koji obogauju korpus znanja o tom podruju. Potie se profesionalizacija odnosa s javnou, te nastaju brojna profesionalna udruenja. Za ovo razdoblje vana je injenica da se u Velikoj Britaniji 10. veljae 1948. godine osniva prvi Institut za odnose s javnou. Institut e imati veliki utjecaj na razvitak odnosa s javnou u ovoj otonoj zemlji. Suvremeni odnosi s javnou javljaju se tek s razdobljem globalne informatizacije. Ovo razdoblje zapoinje sredinom 1960-ih. Oznaava ga bre i kvalitetnije meusobno komuniciranje, prvenstveno razvojem visoke tehnologije.8 U politici i politikim strankama stratezi za odnose s javnou odigrali su dominantne uloge. Jedan od prvih politikih propagandista zaslunih za funkcioniranje
7 8
S. Cutlip et al., str. 132. S. Cutlip et al., str. 135.
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stranakog sustava u Americi, bio je John Beckley iz drave Virginija. On je jedan od vodeih stranakih organizatora u 1790-ima. Razvoj metoda i tehnika moderne politike kampanje, zapravo, zapoinje u posljednjim desetljeima devetnaestog stoljea. Djelatnici za odnose s javnou poeli su snano utjecati na procese od presudne vanosti za demokratsku vladavinu. Metode kojima su se efovi politikih stranaka sluili tijekom 1880-ih i 1890-ih, omoguene su napretkom tiskarske tehnologije, obilnim zalihama jeftinog papira, te rastom pismenosti to je utjecalo i na razvoj novinarstva9 (ibid., 108.). Poetkom tridesetih godina 20. stoljea pojavljuju se i specijalisti za politike kampanje. Brani par Clem Whitaker i Leone Baxter 1933. Godine utemeljili su prvu agenciju specijaliziranu za politike kampanje sa sjeditem u San Franciscu gdje su oslanjanjem na inicijative graana i referendumom, u kombinaciji sa slabim stranakim organizacijama, pripremili teren za razvoj politikih tvrtki.
S. Cutlip et al., str. 108.
MODELI ODNOSA S JAVNOU
Povijesno gledano, razvitak odnosa s javnou prolazi kroz etiri faze, odnosno modela. Prema radu Exellance in Public Rlations and Communication Menagement, Jamesu Gruniga i Todda Hunta to su: :: :: :: :: model tiskovne agenture, model javnog informiranja, dvosmjerni asimetrini model i dvosmjerni simetrini model.
Zbog vanosti razumijevanja odnosa s javnou kratko emo predstaviti navedene modele. Model tiskovne agenture (Press agentry model) Sustavni pokuaj privlaenja ili odvraanja pozornosti javnosti stari su kao i pokuaji uvjeravanja i propagiranja. Tiskovna agentura javlja se jo od pokuaja promidbe za naseljavanje Divljeg zapada, a neki elementi mogu se pronai u mnogim dananjim programima za odnose s javnou. Tiskovna agentura, iji je najznaajniji predstavnik Phineas Taylor Barnum (1810-1891) koristi se oglaavanjem i promidbom. Razvojem eljeznice u SAD velepoduzetnici su shvatili da moraju namamiti ljude na ta podruja. Stvaranje romantine vizije Divljeg zapada bila je zadaa tiskovnih agenata. U posljednja dva desetljea 19. stoljea, tiskovna agentura se razvija sve vie i u show-biznisu. irenje podruja djelovanja pridonio je sve veem broju tiskovnih agenata, a
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njihovo djelovanje postajalo je sve bezonije. Bilo je logino oekivati da e urednici prema njima zauzeti nepovjerljiv pa i neprijateljski stav, te da e na njihovu aktivnost, kako kae S. Cutlip i et al. biti baena ljaga. Model javnog informiranja (Public information model) Promotori Svjetske izlobe o Columbu u Chicagu 1893. godine utemeljili su Odjel za publicitet i promidbu i angairali su novinare da iskoriste tisak na svaki mogui nain. Model javnog informiranja takoer je koristio novinare za komunikaciju, ali u neto drugaijem smislu. Najznaajnije ime iz ovog razdoblja je Ivy Ledbetter Lee. Ivy Lee je bio diplomant s Princetona i novinar specijaliziran za poslovno organiziranje. Nakon to je napustio suradnju s Nacionalnim odborom demokratske stranke i suradnju s Georgeom Parkerom, Ivy Lee je postao prvi agent za promidbu Pensilvanijske eljeznice. Leejeva filozofija imat e znaajan utjecaj na razvitak promidbe u odnose s javnou. Naime, on je smatrao da javnost vie ne smije biti ignorirana kao u tradicionalnoj poslovnoj praksi. Javnost mora biti informirana, smatrao je Lee. Taj povijesno vaan i novi pristup Lee je primijenio tijekom trajka rudara. Novinarima koji su izvjeivali o trajku posao je bio olakan, budui da su komunikacijski kanali bili znaajnije otvoreni. Novinari nisu smjeli prisustvovati sastancima, ali im je Lee osigurao izvjetaj sa svakog sastanka10. Tako se razvijao model javnog informiranja. Dvosmjerni asimetrini model (Two-way asimmetric model) Nastanak ovog modela vee se za ime Edwarda L. Bernaysa, autora prve knjige o odnosima s javnou (Cristillizing Public Opinion-Oblikovanje javnog miljenja) i
10
S. Cutlip., et al., str. 117.
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Modeli odnosa s javnou
predavaa na prvom kolegiju odnosa s javnou na Sveuilitu u New Yorku. Pojava prvih knjiga o javnom miljenju (Walter Lippman Javno mnijenje iz 1922.) i razvitak sofisticiranih metoda mjerenja javnog miljenja, navelo je Bernaysa da postavi tezu da je ljude mogue uvjeriti u neto samo ako je to u njihovom interesu. Zbog potivanja povratne veze (feedback) komuniciranja i prilagoavanja odnosa s javnou reakcijama primatelja poruke, Bernaysov model komuniciranja nazivamo dvosmjerni asimetrini model. Asimetrini je zato to je javnost jo uvijek u podreenom poloaju, jer se njome manipulira, kod Bernaysa ta rije ima pozitivno znaenje. Dvosmjerni simetrini model (Two-way symmetric model) Razvojem dvosmjernog simetrinog modela komuniciranja javljaju se i suvremeni odnosi s javnou. To je vrijeme razvoja globalne informacije, a zapoinje sredinom 1960-tih. Od tada odnosi s javnou postaju sve sloeniji i znaajniji. Javni poslovi postaju najvanijom zadaom odnosa s javnou. U dvosmjernom simetrinom modelu, u odnosu na trei asimetrini, jo jae je naglaena povratna (feedeback) veza. Komunikacija se, dakle, izvodi u oba smjera i ravnopravno. Uloga strunjaka za odnose s javnou u ovom modelu je praktiki uloga medijatora izmeu organizacije i njene javnosti. Osnovni je cilj meusobno razumijevanje izmeu javnosti i institucije ili organizacije, pri emu se ee koristi teorija komunikacije u odnosu na teoriju persuazije. Kao to se vidi, dvosmjerni simetrini model sastoji se vie od dijaloga nego monologa, dakle polazi od meusobnog razumijevanja i tu se apsolutno pribliava i postaje suvremeni public relations.
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Kroz krai osvrt na povijest i modele odnosa s javnou, posebno na prva tri modela, sasvim je jasno da su odnosi s javnou proli kroz tri faze razvoja: 1. 2. 3. Faza manipulacije Faza informacije Faza meusobnog razumijevanja.
DEFINIRANJE ODNOSA S JAVNOU
Kad govorimo o treoj fazi, fazi meusobnog razumijevanja, potrebno je ukazati na osnovne definicije odnosa s javnou koje nam pomau da shvatimo bit suvremenih odnosa s javnou. Evo nekih najutjecajnijih definicija. Britanski Institut za odnose s javnou (IPR) utemeljen 1978. godine, definirao je odnose s javnou kao svjesnu, planiranu i odrivu aktivnost kojom se uspostavlja i odrava meusobno razumijevanje izmeu organizacije i i njezine javnosti. Ameriko udruenje odnosa s javnou, poznatije po skraenici PRSA, u studenom 1982. istaknula je da odnosi s javnou pomau naem kompleksnom, raznolikom drutvu u donoenju odluka i omoguuju da ono funkcionira efikasnije, na taj nain to doprinosi postizanju meusobnog razumijevanja izmeu institucija (organizacija) i njihovog okruenja (ciljnih skupina). Scot Cutlip, Allen Center i Glen Broom (Odnosi s javnou, 2003.) definiraju odnose s javnou kao funkciju upravljanja, koja uspostavlja i odrava uzajamno korisne odnose izmeu organizacije i razliitih javnosti, o kojima ovisi njezin uspjeh ili neuspjeh. Frank Jefkins autor knjige Public Relations Techniques (1994.) istie da se odnosi s javnou sastoje od svih oblika planiranog komuniciranja, unutarnjeg i vanjskog, izmeu poslovne organizacije i njezine javnosti, s nakanom postizanja specifinih ciljeva koje se tiu njihova uzajamnog razumijevanja.
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Za Sam Blacka (Odnosi s javnou, 1997) odnosi s javnou bave se nainom na koji se ponaanje i stavovi pojedinaca, organizacija i vlada meusobno prepliu. Navedene definicije daju nam mogunost da izoliramo zajednike karakteristike odnosa s javnou. Prema tome: :: Odnosi s javnou uspostavljaju i odravaju meusobno razumijevanje izmeu organizacije i njezine javnosti, te promoviraju i odravaju meusobno povjerenje, potovanje i drutvenu odgovornost izmeu organizacije i javnosti. :: Uspostavljaju i odravaju dvosmjernu komunikaciju. :: Disciplina su menadmenta koja trai da svi oblici planirane komunikacije budu izvedeni djelotvorno. :: Odnosi s javnou su proces koji tei projekciji pozitivnih vienja ili pretvaranju negativnih pojmova ili ideja u pozitivne i stvaranju razumijevanja kroz znanje. :: Gdje god je to mogue, odnosi s javnou usklauju privatne i javne interese. :: Ne uvjeravanje, ve kompleksni, planirani komunikacijski proces upravlja korporacijskim imageom i ugledom. :: Odnosi s javnou su kontinuirana funkcija koja, prema mogunostima, podrava oglaivake ili marketinke aktivnosti. Kao to se vidi iz navedenih definicija i zajednikih znaajki, odnosi s javnou uspostavljaju meusobno razumijevanje
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Definiranje odnosa s javnou
izmeu organizacije i ciljne javnosti i to im je osnovna funkcija. Meutim, teoretiari PR teko e napisati, a praktiari jo tee priznati, da u primjeni odnosa s javnou ne lei sve na meusobnom razumijevanju. Nastojei zadovoljiti svoje primarne potrebe, ponekad PR skrene u neke druge vode. Manipulira li tada s javnou ili medijima?
SPIN DOKTORI
Politika mo nad medijima moe se manifestirati kroz regulaciju medija, dravnu kontrolu nad medijima, tajnost podataka, pritiscima na medije i dr. U vidljive izvore pritisaka na novinare i medije ubrajaju se politike stranke, korporacije i vlade. Postoje brojna izvjea o tome kako vlade i ministri utjeu na sadraje medijskih izvjea. Oni to rade preko svojih strunjaka za medije, spin doktore. Prije elaboracije ove teme, bilo bi korisno u kratkim crtama definirati ulogu spin-doktora. Treba rei da spin doktori imaju puno dodirnih taaka sa glasnogovornikom, specijalnim savjetnikom za medije, osobom zaduenom za informiranje i odnose s javnou. Samu kovanicu je gotovo nemogue prevesti, ali uglavnom sugerira manipulatora, neki bi rekli laljivca! Zapravo, to su spin doktori? Moda se sutina djelovanja spin doktora vidi iz same definicije ove dvije rijei: to spin znai (za)vrtjeti, dati nekoj vijesti ili dogaaju povoljan naglasak ili tumaenje, iskriviti informaciju u vlastitu korist; to doktor patvoriti, frizirati (podatke, slike i sl.). Spin-doktoring je umjetnost spletkarenja strategija odnosa sa javnou, koja vijestima daje eljeni smjer interpretacije. Pojam spin doktor prvi se put pojavio 1984. u Americi za predsjednike kampanje Reagan-Mondale. U lanku Debata i spin doktori New York Times je napisao: Nakon to je veeras zavrila debata Reagan-Mondale, deseci mukaraca u dobrim odijelima i ena u svilenim haljinama cirkulirat e press centrom i novinarima nuditi 'pouzdane' informacije. To nee biti ljudi zadueni za odnose s medijima koji pokuavaju utjecati
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Spin doktori
na novinare. Bit e to spin doktori. Spin doktor je osoba zaduena za oblikovanje povoljne percepcije javnosti o politiarima ili politikoj stranci vjetim manipuliranjem masovnim medijima. Ta osoba je politiarev osobni savjetnik, a nerijetko i povjerljiv prijatelj. Spin doktori poznaju tehnologiju rada medija, specifine karakteristike medija, a esto i sami dolaze iz medija na mjesta politikih savjetnika. Oni imaju izvrsne veze sa mnogim urednicima, posebno onim najutjecajnijima. Spin doktori ovise o medijima, ali mediji ovise i o spin doktorima. Oni imaju robu, informacije koje su medijima ivot. Upravo iz takvog meusobno povezanog odnosa spinova i medija dolazi do pakiranja politike. Kada govorimo o zadaama spin doktora Michael Shea u knjizi Spin doktor naveo je niz karakteristika spin doktora. Prema njemu on je: :: Plaeni savjetnik za odnose s javnou i radi za svoje klijente gotovo neovisno o njihovim stavovima; :: Profesionalni strateg, za kojega je netko rekao da su jedini ivotni nazori koje ima oni njegovih klijenata; :: Fikser (osoba koja vlastitim utjecajem ili mitom titi druge od ruke zakona) :: Osoba koja nema osobnih uvjerenja; vjeruje u sreivanje stvari; :: :: Spin ne voli novinare osim ako ih moe iskoristiti; On je dobar u demagokim sloganima;
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::
Moderni Machiavelli;
:: eli utjecaj, sposobnost da manipulira ljudima, da ih navede na stvari koje nisu nuno htjeli uiniti; :: Radi iza kulisa, nikad na osvijetljenoj pozornici (producent, direktor i promotor, nikada glavni glumac u komadu); :: Plaeni lobist, pregovara lobiranje; medijsko i politiko
:: Uvjerava one koji uvjeravaju; radi na tvorcima miljenja; ima pristup onima koji donose odluke; uvjerava ih da je ono to eli da uine njihova zamisao; :: Predlae opcije, odvagne onu koju sam preferira, a onda dopusti klijentima da oni donesu odluku; :: :: :: :: :: :: :: Kreira politiku; On je sjena, nevidljiva ruka; Sjajan politiki um, ima uroenu lukavost ; Rijetko kad mu ponestaje rijei, laskavac; Pomae drugima da izbjegnu 'kore banana' u ivotu; Vie ga zanimaju tehnike vlasti od same vlasti; U krucijalno vrijeme krize cilj opravdava sredstvo;
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Spin doktori
Jedna od zadaa spin doktora davanje je anonimnih smjernica o stvarnom znaenju nekog dogaaja, akcije ili izjave te oblikovanje interpretacije. Veina spin doktora nekada su bili novinari i zato znaju kako funkcioniraju mediji. Svjesni su ovisnosti novinara o rokovima i uvijek su spremni davati informacije. Naravno, pokuavaju dobiti afirmativne 11 tesktove za svoje efove i minimizirati negativne. Spin doktori djeluju u politici i businessu, daju svoj doprinos ve kada novinaru objanjavaju strategiju kompanije ili neku odluku njezina direktora. Treba istaknuti kako 'spinning' ne znai usmjeravanje ljudi na pogrean trag. Spin doktori slue se dvjema osnovnim metodama. :: Jedna je neposredno izvjetavanje o injenicama.
:: Druga je informiranje koje podrazumijeva koritenje pseudo dogaaja, elemenata pakiranja politike, arma, insinuacija i off-the-record izjava. Najbolji spin doktori kombiniraju obje metode, kroje svoj nastup prema tome u kolikoj se nevolji njihov ef nalazi. Treba rei i to da je stav javnosti o spin doktorima uglavnom negativan jer je uvrijeeno miljenje kako je njihov posao manipuliranje medijima, potkupljivanje i sve ostalo to se u modernim vremenima vee uz stvaranje uspjena imida.12 13 Anthony Davis u svojoj knjizi Public relations kae da su mediji skovali izraz spin doktori za one osobe koje vlada zapoljava da kontroliraju sadraj vijesti, tj. da odluuju to e britanska vlada, svakoga dana, o emu i na koji nain rei i da manipuliraju medijima. Cilj takvog djelovanja je da vladine
11 Dobar spin doctor zna postaviti granice. Spiner koji je izmaknuo kontroli lae i pogreno usmjerava. Osim to znaju koja e izjava postati naslov, spin doctori stvaraju dogaaje kako bi privukli novinare i organiziraju situacije za koje su sigurni da e biti fotografirane. 12 Ameriki predsjednik Theodore Roosewelt tvrdio je kako je 'izmislio nedjelje'. Znao je da novinarima uvijek nedostaje tema kojima e popuniti novine za ponedjeljak, pa je uvijek izjave davao nedjeljom jer je bio siguran da e biti objavljene. 13 Anthony Davis: Public Relations od A do Z, Adizes, Novi Sad, 2005., str. 191 192.
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njenim zahtjevima, a to uvijek podrazumijeva povoljnu interpretaciju. Termin, prema Davisu, potjee od izraza koji znai prikazati neto u drugaijem, povoljnijem svjetlu. S obzirom da je PR uvjerljiv i uvijek pozitivan, novinari su poeli koristiti termin spin doktori openito za sve koji se bave PR-om. A. Davis u praksi razlikuje, ali i povezuje, djelatnost spin doktora s funkcijom specijalnih savjetnika za medije koji su posebno etablirani u britanskoj politikoj praksi. Kada se pojam specijalni savjetnik prvi put pojavio u medijima, samo ime je ukazivalo da je rije o ljudima koji su posebni poznavatelji teko razumljivih stvari koje ministri u vladi trebaju znati ako ele izvravati svoje javne dunosti. Postepeno je postalo jasno da je veina njih struna samo za ono za ta ih je angairala stranka na vlasti, vrlo mogue kao istraivae ili glasnogovornike. Stvoren je dojam da specijalni savjetnik u karijeri stoji negdje izmeu stranakog pripravnika i poetka unosne karijere zastupnika koji e sjediti u parlamentu do starosti i predstavljati sigurnu izbornu jedinicu. Smatra se da je poetkom i sredinom devedesetih godina u britanskoj vladi bilo oko 30 ovakvih ljudi, a da ih je u Vladi Tonyja Blaira oko 80, sto znai da postoji trend rasta a ne smanjenja njihovog broja. U svezi onoga to specijalni savjetnici rade, uglavnom u vezi sa politikim PR-om, u ime bilo koje stranke koja je na vlasti. Oni rade unutar ministarstava u blizini javnih slubenika iji je posao PR vlade, gdje su prvenstveno zainteresirani da ispituju i utjeu na sve to odlazi u pravcu medija, uz poseban osvrt na promociju dobrog imagea ministara i njihovih supruga. Oni su prema parlamentarnom Ministarskom izbornom komitetu (Public Administration Select Committee), nepopravljivi i nepouzdani", s obzirom da ih angairaju
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Spin doktori
porezni obveznici, a ne dravni slubenici. Ozbiljnu tetu profesionalnom statusu specijalnog savjetnika nanijela je greka u procjeni Jo Moore koja je 11. rujna 2001. poslala e-mail poruku kolegama samo jedan sat nakon to je prvi zrakoplov uletio u zgradu Trgovakog centra u New Yorku u kojem preporuuje manipuliranje medijima.14 Skandal u vezi sa Jo Moore je pojaao dojam da su specijalni savjetnici, ustvari, PR ljudi sa izraenom politikom lojalnou koje vladajua stranka postavlja unutar vladinog aparata da bi nadgledali vladine komunikacije, sa idejom da oni nee biti nepristrani ve e izrazito podravati vladajuu politiku volju. Ovaj zakljuak dodatno osnauje osjeanje da sve profesionalne dravne slubenike koji se tradicionalno smjenjuju u prenoenju informacija iz vlade, posebno zamjenjuju profesionalni strunjaci za odnose s javnou i novinari koji su doli sa strane. Bliskost specijalnih savjetnika vladinom PR aparatu je navela medije da ih takoer okarakteriziraju kao spin doktore.
14
A. Davis, str. 193.
IRENJE VIJESTI ILI MANIPULACIJA?
Spin doktoring odnosi se na niz aktivnosti i pojedinaca. Odnosi se na uvanje strae od novinara, odobravanje ili odbijanje intervjua, kao i brifiranje onih koji daju intervju o tome to da kau i to da ne kau. Ukljuuje i komentiranje pria ili govora novinarima, istiui odreene reenice ili interpretacije. Oni stvaraju povoljne prigode za fotografiranje i brinu se da novinari i fotografi budu na pravom mjestu u pravo vrijeme. Spin doktoring ukljuuje pisanje govora i prateih priopenja za novinare i ide sve do toga da novinare tlai ili uvjerava, bilo prijetnjom ili ulagivanjem, da njihova klijenta 16 prikae u dobrom svijetlu I Andrewu Heywoodu17 pie o aktivnostima i radu spin doktora. Umjetnost spina kojim se bave spin doktori, prema njemu, javlja se u vie oblika: :: Pozorna procjena informacija i argumenata prije nego se poalju medijima, :: Kontrola izvora informacija kako bi se osiguralo predstavljanje samo slubene linije, :: Koritenje neslubenih brifinga ili curenja informacija, :: ::
15 16
15
Dostavljanje pria samo naklonjenim medijima, Pruanje informacija na kraju zakljuivanja medijskih
John Street: Masovni mediji, politika i demokracija, FPZ, Zagreb, 2003, str.125. J. Street, str., 125-126. 17 Andrewu Heywood: Politika, Clio, Beograd, 2004, str., 393.
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irenje vijesti ili manipulacija?
izdanja kako bi se onemoguili provjera ili pruanje kontra argumenata, :: Priopavanje loih vijesti kada u medijima dominiraju drugi, vaniji dogaaji. I A. Heywood, kao to se vidi, smatra da spin doktori upravljaju dogaajima. Ovako upravljanje dogaajima i vijestima je najrazvijenije u Sjedinjenim Amerikim Dravama, gdje je postalo uobiajeno da stratezi i menaderi izbornih kampanja zauzimaju najznaajnije poloaje u Bijeloj kui, ukoliko njihov kandidat pobjedi. Postoji vjerovanje da je C lintonova administracija uzdigla spin i vjetinu predstavljanja politike na novu i viu razinu. Spin doktori kreiraju imid svojih klijenata. Jedan od doktora, pie J. Street, kazao je kako bi ljudi bili prestravljeni kada bi znali koliko se novinari prostituiraju. Davao sam posljednje odobrenje za sliku, naslov i cijeli tekst u jednom listu koji je navodno 'imun na odnose s javnou' ( The Times, 10. travnja 1998. godine). Novinar Michael Kelley u Guardian Weekendu (20. studeni 1993.) ovako je prenio rijei doktora iz Bijele kue: Dan se ne sastoji od sata ili minute nego od ciklusa vijesti. U svakom ciklusu visoki dunosnici iz Bijele kue, iza kulisa, definiraju reenicu dana. Reenicu obinim 18 ljudima koji ive tamo, izvan Beltwaya , ponavljaju i prenose predsjednikovi surogati, koji na radiju postaju aktualni dogaaj, a na televiziji glave koje govore. Kada kree neka nova javna politika, predsjednik kojeg instruiraju njegovi pomonici moe dopustiti da mu se lice pojavi na ekranu. Moe to uiniti na razne naine, od najjednostavnije prigode za fotografiranje do razgovora jedan-na-jedan s nekom velikom
18 Beltway je autocesta koja okruuje urbano sredite grada; esto se koristi za autocestu oko Washingtona D.C., ali i slikovito za izdvojeni politiki i socijalni svijet Bijele kue.
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medijskom facom. Istaknuto je da su spin doktori strunjaci i za javne nastupe, kameru, govor tijela. Michael Shea, bivi glasnogovornik kraljice Elizabete II, u knjizi Spin doktor20 opisuje gostovanje britanskog ministra zdravstva na televiziji. Promatrao ga je vladin spin doktor Marka Ivora. On komunicira s Rickom Macleanom () Nisam vidio kako se ponaa na press konferenciji. A to je bitno. Kako, zapravo, vlada sobom, kako se suoava s pitanjima, kako oputa novinare, kako ih nasmijava i posebice, kako prezentira svoje stavove. To e ga uzdii ili sruiti, a i stranku. Njegova politikabit e vrlo malo zanimljiva. Pet minuta. Dugorono time mislim due od veeranjeg dnevnika ili sutranjih prvih izdanja to znai kako kae ono to mora rei a ne to kae, to e biti vano. Evo ga dolazi. Promatrajte ga, Rick. Ocijenite ga ocjenama do deset: za odijelo, stil, timing, vjetinu odgovaranja na teka pitanja, sposobnost da dvoranu dri zainteresiranu i dobronamjernu. Zaboravite bit. Zaboravite sadraj. Reakcija medija na ono to e rei - to je klju. Vjeruj mi. Mora to prodati kao sapun. Ali novinari znaju to je on uinio za zdravstvenu slubu. Povijesno Mnogi se novinari od povijesti sjeaju jedino onoga tko im je platio zadnje pie. Pola sata kasnije, kada je ministar ustao da napusti dvoranu, okruila ga je gomila novinara. Ivor se okrenu prema Macleanu. Kako ste ga ocijenili? Maclean baci pogled na blok koji je Ivor drao u ruci. est za nastup u cjelini. Sedam za odijelo i stil, pet za odgovaranje na pitanja i timing. Samo tri do etiri za dranje dvorane budnom. Dosadno, zapravo. A sadraj? Nisam ga uhvatio mnogo. Pa? Biste li ga mogli dotjerati da ste njegov savjetnik za image? Natjerao bi ga da se prestane igrati sitniem u depu dok govori. I cijelo je vrijeme
19 20
19
John Street (2003): Masovni mediji, politika i demokracija , FPZ, Zagreb, str., 163. Michael Shea (1996): Spin doktor, Knjiga trgovina, Zagreb, str. 100-101.
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govorio u prsa koulje. Michael Shea nastojei doarati mo spinovanja u svojoj knjizi opisuje jedan krajnje neetian, gotovo brutalan i bezobziran primjer rada spin doktora. U njegovom romanu koji nedvojbeno ocrtava unutarnje politike sukobe, ministar u vladi nalazi se u ljubavnoj aferi koja moe pogubno utjecati na njegovu karijeru. Djevojci s kojom je bio u vezi, mediji su ponudili odreenu svotu novca da u javnosti iznese detalje njihove veze. Jedini nain da ministar izvue glavu je angairanje strunjaka za manipulativno komuniciranje. Prema Sheau, ovaj zadatak uspjeno moe obaviti spin doktor koji smatra da postoje dokazane injenice, nepobitne injenice, medijske injenice, kreirane injenice. injenice se mogu kreirati. Tisak demonizira, ili trivijalizira, ili stvara senzacije na injenicama. Sve to moramo uiniti jest nai vezu tamo gdje nita ne postoji. Bingo. injenica je 21 roena. Pria o spinovanju ovog sluaja zavrava tako da mediji objavljuju kratak izvjetaj iz Bangkoka. Jo jedna Britanka bila je uhapena pri pokuaju unoenja droge na Tajland. Njezin pratilac, novinar, tvrdio je da ju je upoznao u avionu. Oslobodili su ga poslije nekoliko sati. Nitko, ak ni Nigel Dempster, nije povezao priu. Tek su dosta kasnije shvatili tko je bila djevojka, no ivot tee dalje i mediji su prevrtljivi: kupuju jeftine priice, ali onda imaju vrlo malo 22 simpatija za onoga tko propjeva. Nakon ovog primjera etiari bi s pravom mogli postaviti pitanje: jesu li spin doktori ljudi? Ako bi pitali Marca Ivora, on bi nedvojbeno odgovorio spin doktori su spin doktori. Howard Kurt u svojoj knjizi Spin Cycle (1998) opisao je ivot ljudi iz tame spin doktora u Bijeloj kui. Na primjeru Hilary
21 22
M. Shea, str. 8. M. Shea, str. 12.
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Clinton, Kurt opisuje mo White House spin doktora. Predsjednik Clinton i njegova supruga Hilary bili su 1996. godine na svjetskoj turneji. Gospoa Clinton nije rado davala intervjue i drala je novinare podalje od svoga zrakoplova. Iako je odravala distancu, naposljetku je popustila i odluila dati intervju dvama novinarima koji su pozvani da joj se pridrue u skuenom prostoru njezina automobila. Nepripremljeni i neudobno stisnuti, novinari su sluali kako Hilary iznosi kratak pregled svojih pogleda na socijalnu reformu. Novinarka je uhvatila kako gospoa Clinton, dok govori o svojim obvezama, koristi frazu formalna uloga, pa je to interpretirala kao namjeru da prva dama preuzme istaknuto mjesto u Clintonovoj administraciji. Kada je lanak pod naslovom 'Hilary ponovno otkrivena' ugledao svjetlo dana, Bijela kua je smjesta reagirala, opovrgavajui da je gospoa Clinton ikada rekla ono to se navodi. Spin doktori 'unitili' su lanak. ak i kada je novinarka presluavanjem vrpce dokazala da je njezino izvjee tono, glasnogovornici Bijele kue nastavili su pobijati priu. Dan kasnije, kada je osramoena novinarka opet srela Hilary, prva dama je primijetila: 'Ne briniteVaa pria je u redu.'(J. Stret., str. 126). Kao to kae J. Street politike vijesti su rijetko jednostavan proizvod politiara i novinara, one su, u stvari, smicalice koje kreiraju mnogi posrednici. Jo jedna pria o Clintonu pokazuje snagu spin doktoringa. Objavili su je D. Wilcox, P. Ault, W. Agee i G. Cameron.23 Predsjednik Clinton je tek drugi predsjednik u amerikoj povijesti koji je opozvan od strane amerikog Zastupnikog doma Kongresa i koji je osloboen optube od strane amerikog Senata. Tijekom cijele 1998., medijski svijet je skoro potpuno bio zasien skandalom Clinton/Lewinski, tako
23
D. Wilcox, P. Ault, W. Agee i G. Cameron: Esentials of Public Relations, 2000, str. 17-20.
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da je predsjednik vrio pravnu i public relations obranu dok su se glavni dogaaji razvijali: 1) neovisni odvjetnik Kenneth Starr proveo je postupak pred velikom porotom i podnio Kongresu izvjee od 445 stranica; 2) kongresno sudsko vijee je provelo sasluanja; i 3) Zastupniki dom Kongresa je, u visoko emotivnoj i stranakoj raspravi, potvrdio dvije od etiri toke opoziva optuujui Predsjednika da je lagao pod zakletvom i za opstruiranje pravde. Saga je poela kada je predsjednik Clinton 17. sjenja svjedoio pod zakletvom, u sluaju seksualnog napastovanja Paule Jones, da nikada nije imao aferu s Monicom Lewinski, bivom pripravnicom u Bijeloj kui. U kolovozu, poslije priznanja Lewinske pred Starrovom velikom porotom da je imala aferu i kad se DNK analizom nala Clintonova sperma na jednoj od njenih haljina, Predsjednik je u izjavi koju je prenosila nacionalna televizija priznao neprikladan odnos i izrazio aljenje zbog obmane amerike javnosti. Tijekom godine pravni i public relations savjetnici Bijele kue esto su se svaali o nainu ophoenja s pravnim aspektima i oblikovanju javnog miljenja. Pravni savjetnici su upozoravali Clintona da uti to je due mogue jer svako priznanje krivnje tuitelj bi mogao upotrijebiti u postupku opoziva ili bi Predsjednika moglo izloiti daljoj kriminalnoj odgovornosti, nakon to napusti ured. Clintonovi savjetnici za odnose s javnou ipak su dokazivali da bi utnja o svemu i nepriznavanje krivnje razvukli problem i da bi Amerikanci Clintonu mnogo lake oprostili seksualni prijestup nego laganje o njemu. Zaista, mnogi strunjaci za odnose s javnou su rekli da je Clinton napravio public relations greku ne priznavi aferu do kolovoza. Lynn Morgen, direktorica Morgen-Walke udruenja
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je rekla: Clinton je trebao priznati aferu puno ranije i postigao bi druge stvari i Betsy Nichols, direktorica Nichols & Co. je rekla:Ljudi su mu eljeli oprostiti, ali njegov govor (u kolovozu) o Monici Lewinski nije bio iskren. Aviva Diamond, predsjednica Blue Streak Inc., tvrtke specijalizirane za medije i vjebanje govornitva, izrazila je miljenje da je Clinton povrijedio najmanje etiri PR aksioma: 1. biti iskren, 2. ne biti defenzivan, 3. ne unitavati vjeru javnosti, 4. ispriati se brzo, iskreno i potpuno. U lanku Taktike odnosa s javnou, Diamond je zakljuila: Ono to stvarno pee javnost je laganje, dojam da su bili izmanipulirani, osjeaj da ne mogu vjerovati najviim izabranim dunosnicima. To je klasian primjer i za rukovoditelje korporacija kao i za politiare." Ali Carole Gorney, profesorica sa Sveuilita Lehigh i strunjakinja za odnose s javnou u parnienju je bila manje uvjerena. U lanku u PRSA's Strategist smatrala je da je Clintonova djelomina utnja ustvari vjerojatno i bila najbolji smjer dogaanja - sa pravnog kao i sa gledita odnosa s javnou. Ona je citirala injenicu da je Predsjednikova utnja o vezi sa Lewinski bila dobar potez, koliko je dugo to i inio, obzirom da je Predsjednik imao velik nivo odobravanja tijekom skandala. (jedna anketa je pokazala odobravanje Predsjednikovog rada sa vrtoglavih 73% odmah nakon to je Kongres izglasao postupak za opoziv). Bijela kua je ipak upotrijebila veliki broj strategija odnosa s javnou tijekom godine kako bi pridobila potporu javnosti za Predsjednika. Evo nekih strategija i taktika koje su bile
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upotrijebljavane: Kenneth Starr kao negativac - Glasnogovornici Bijele kue, predsjednika i Hilary Clinton, su kritizirali Starra kao gorljivog denjaka, ija je samostalna misija u ivotu bila da izbaci Clintona s dunosti. Na poetku godine, Hilary Clinton je ila po nacionalnim jutarnjim TV kontakt - emisijama da brani svog mua i izgrdi Starra za provoenje strogo stranakog lova na vjetice. Clinton, u svom govoru priznanja nedoline veze u kolovozu, takoer je izgrdio Starra za uplitanje u privatne ivote i za potroenih vie od 40 milijuna dolara u etverogodinjem periodu u nastojanju da ga diskreditira. Smisao je bio da se panja javnosti usredotoi na neispravnosti sudskog procesa, a ne na Predsjednikov prijestup. Ponaajui se predsjedniki - Clinton je nastavio ponaati se predsjedniki i kao vrhovni zapovjednik vojnih snaga. Govorio je o robusnom gospodarstvu i ponudio nove inicijative u zdravstvu, obrazovanju i socijalnoj skrbi. Odmah je poduzeo vojne akcije kada su amerika veleposlanstva u Keniji i Tanzaniji bila bombardirana i ak naredio bombardiranje Iraka na no svog postupka za opoziv. esto su njegove izjave davane sa amerikom zastavom u pozadini i sa predsjednikim peatom prikazanim na vidnom mjestu na podiju vizualni apel na domoljublje. Najiri slojevi potpore - Operativci Bijele kue poticali su graane da piu svojim kongresnim predstavnicima protiv postupka za opoziv. Jedna kalifornijska online organizacija nazvana Censure and Move On dostavila je 300.000 potpisa Kongresu protiv postupka za opoziv, koje su bili prikupljeni na njihovoj web stranici. Druga skupina, liberalni People for the American Way putali su radio - jinglove da
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proturjee konzervativnim skupinama i gostima njihovih kontakt - emisija koji su podsticali postupak za opoziv. Potpora urednitva medija - Suosjeajni kolumnisti i pisci uvodnih lanaka su bili angairani kao potpora tree strane. Lars-Erik Nelson, kolumnist njujorkog Daily News-a, na primjer je napisao: Najgore od svega je Starrovo pedantno licemjerstvo, koje je insistiralo da ubaci ovu pornografiju u nae knjige povijesti jer ga je Clinton doveo do toga. Brz odgovor na Starrovo izvjee - Bijela kua je izdala veliko opovrgnue Starrovog izvjea, bilo je objavljeno isti dan kad i opirno Starrovo izvjee. Ovaj potez je pomogao umanjivanju uinka Starrovih navoda. Izbor kao referendum - Srea predsjednika Clintona je znatno uznapredovala, posebno u uvrivanju potpore Demokratske stranke, kad su Republikanci, predviajui unaprijed, izgubili mjesta u Kongresu, a Demokrati dobili. Tradicionalno, predsjednika stranka gubi mjesta sredinom mandata. Iako su dobici bili mali, ueni ljudi su ipak na izbore gledali kao glavno javno opovrgavanje strategije Republikanske stranke da nastavi s prijedlogom za opoziv i Newt Grinrich je ak dao ostavku na mjesto glasnogovornika Kongresa. Predsjednik Clinton je takoer propagirao izbore kao manifest protivljenja javnosti prijedlogu za opoziv. Upotreba uvaenih voa - U zajednikom pismu New York Times-u bivi predsjednici, Jimmy Carter i Gerald Ford, su predloili da Clinton bude osuen dvostranakim glasovanjem u amerikom Senatu kako bi se izbjeglo dugo suenje koje bi kasnije podijelilo zemlju. Sve u svemu, sudbina predsjednika Clintona je moda samo ovisila o uinkovitosti strategija njegovih spin doktora i javnog miljenja. Medijska pokrivenost je takoer bila jak
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imbenik. Kako je naslov u glavnim dnevnim novinama objavio: Clintonova saga je omamila javnost i medije. Za intelektualce drama je zavrena. Jedan od eksponiranijih i utjecajnijih spin doktora danas je Alister Campbell, tajnik za odnose s medijima britanskog premijera Tonya Blaira. Britanski mediji smatraju da je povremeno Alister Campbell utjecajniji od svoga politikog efa. Pripisuje mu se kljuna uloga u manipulaciji i krivotvorenju podataka o irakom nuklearnom naoruanju, to je posluilo premijeru Blairu da ue sa SAD-om u rat protiv Sadama. Kasnije se pokazalo da su podaci frizirani i da je Blairov doktor u tomu imao kljunu ulogu. Niz je i drugih primjera koje Campbella stavljaju u sredite politikog odluivanja u laburistikoj Vladi Velike Britanije. Zbog takvog utjecaja mediji su pitali javnost, tko upravlja Velikom Britanijom, Vlada Tonya Blaira ili njegov savjetnik Alister Campbell? Kada Tony Blair daje televizijske intervjue, Alastair Campbell uvijek sjedi u njegovom vidnom polju kao ivi podsjetnik koji mu doaptava natuknice za odgovor. Kao bivi tabloidni novinar, on instinktivno zna to mediji ele i oekuju. Upravo njemu pripisuje se slogan Novi laburizam - nova Britanija; a i Blairova zvuna izjava nakon Dianine smrti, da je ona bila puka princeza rodila se, opet, najprije u glavi Alastaira Campbella. Rije je o, u televizijsko doba sve vanijoj, vjetini da se smisli soundbite - kratka fraza koja e, ponovljena na malom ekranu ili u novinama, daleko i zvuno odjeknuti. Campbell je zapravo klasini spin doktor - savjetnik zaduen za prezentaciju politikih odluka. Njegov slubeni naziv je tajnik za tisak - uloga ve dugo poznata u veini demokratskih sustava. No, sve vea brzina i razgranatost
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medija natjerala je suvremene politiare, posebice u Sjedinjenim Dravama, da imenuju specijaliste koji e ih savjetovati kako da svoju politiku i izjave prilagode tako da ih mediji prenesu na to povoljniji nain. Ti savjetnici takoer kontroliraju prezentaciju (spin) svakog pitanja, na nain da se projicira eljena slika.24
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Jasna Zani Nardni: Njegovo velianstvo medijski manipulator, www.vjesnik.hr
SVI MOGU ZNATI, (ALI) JE LI TO ISTINA?
U tekstu Njegovo velianstvo medijski manipulator J. Z. Nardini donosi jo niz pojedinosti o medijskoj moi A. Campbella. Ona pie: Svoj vrhunac Blairov 'doktor za prezentaciju' doivio tijekom kosovske krize. Tri tjedna nakon poetka zrane kampanje, NATO je kraj akovice bombardirao konvoj u kojem je bilo i albanskih civila. Dok su svjetski mediji traili objanjenja, NATO-ova informativna mainerija je sasvim zakazala, dajui kasne i krte odgovore. Tek pet dana nakon bombardiranja konvoja, NATO je konano priznao da su to izveli njegovi zrakoplovi. Incident kraj akovice pokazao je da je NATO-ova medijska operacija ujedno i njegova Ahilova peta. Glasnogovornik NATO-a Jamie Shea o tom je napadu saznao od nekog novinara koji ga je nazvao iz Beograda, a vrhovni zapovjednik Wesley Clark gledajui CNN. Neke vlade, posebno socijaldemokratska koalicija u Njemakoj, postajale su sve nervoznije zbog svog domaeg javnog mnijenja. Novi slian debakl u odnosima s javnou mogao je uroditi politikim posljedicama katastrofalnim po NATO-ovo jedinstvo. Kada je to postalo jasno, Tony Blair je u dogovoru s Billom Clintonom poslao u Bruxelles Alastaira Campbella da koordinira NATO-ovu medijsku prezentaciju. Campbell je nazvao svoje kolege u Bonnu, Parizu i Washingtonu, zatraivi od njih da mu poalju svoje najbolje ljude. Jo u Eurostarovu vlaku do Bruxellesa, on je skicirao i nacrt nove NATO-ove medijske operacije. Zamislio je niz odjeljenja, od kojih se jedno bavilo reagiranjem na Tanjugove
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dezinformacije, drugo je sastavljalo zvune fraze za NATOove elne ljude i glasnogovornike koji su nastupali na tiskovnim konferencijama. Tree odjeljenje pratilo je gledita raznih obrambenih strunjaka u televizijskim intervjuima. etvrto, nazvano tvornica lanaka, sastavljalo je napise koji su, pod imenima NATO-ovih efova u pojedinim zemljama, objavljeni na stranicama njihovih nacionalnih novina. Uvjerivi se u Campbellovu djelotvornost, general Wesley Clark kasnije je priznao da u propagandnom ratu treba rei istinu te samo istinu i to im prije. No, potrebno je da vam neki pametni ljudi kau koji vam je komad istine potreban. U kasnijim posjetima Bruxellesu, Campbell je dobio jedinstveni privilegij da smije odsjesti u Clarkovom dvorcu u Belgiji. Nakon obavljenog posla s NATO-om, Alastaira Campbella su ponovno pozvali u Bruxelles, ovaj put zato da pomogne u prezentaciji nove Europske komisije (nakon to je stara dala kolektivnu ostavku poslije niza skandala). Ljudi poput Campbella, koji su ve dio politike svakodnevice u Sjedinjenim Dravama, postaju to sve vie i s ove strane Oceana. Takvi spretni manipulatori medijima ne moraju biti po svaijemu ukusu, no to je pojava koja postaje sve prisutnijom paralelno s time to i mediji postaju sve aurniji, a i agresivniji. Zato e uskoro svaki politiar koji dri do sebe morati imati svoga Alastaira i zbog toga je Alastair Campbell - kao kljuni kotai vlasti - danas jedan od najmonijih ljudi Ujedinjenoga Kraljevstva.25 Bernard Igham savjetnik za odnose s javnou bive premijerke Velike Britanije Margaret Thatcher izjavio je za britanski New Statesman kako Alister Campbell i Charli Whelan (tajnik za odnose s javnou ministra financija Gordona Browna) zastrauju novinare, nagrauju i
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Jasna Zani Nardni: Njegovo velianstvo medijski manipulator, www.vjesnik.hr
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Svi mogu znati, (ali) je li to istina?
kanjavaju. () vercaju se na raun tiska. Kada Bernard Igham govori o A. Campbellu i C. Whelanu na djelu je vrhunski cinizam svojstven spin doktorima. Dakle, B. Igham bio je tajnik za odnose s medijima Margaret Thatcher. Iako je posao tajnika premijera dravni inovniki posao, Igham je svoj poloaj istinski podigao na politiku razinu. Predsjedavao je Zborom tajnika za informiranje, tijelom to su ga inili vii slubenici za odnose s javnou u Whitehallu, a koordinirao je rad ministarstava u upravljanju vijestima. Prema nekim analitiarima, do zavretka taerovskog doba Igham je postao de facto ministar informacija, a ne neutralni javni slubenik. U tom je svojstvu, pie B. McNair (2003), orkestrirao i usmjeravao vladinu komunikaciju u skladu s interesima, ne javnosti kao cjeline, nego svoje vlade i osobito premijerke. Kada bi, na primjer, Margaret Thatcher poeljela da u medije procure tetne informacije o ministrima koji su joj pali u nemilost, esto je u tu svrhu angairala Ighama i sustav lobija, uvjerena kako se nita to je reeno na brifinzima ne moe pripisati njoj osobno. Jedan od takvih ministara (Nigel Lawson) izrijekom je optuio vladu i Ighama da se u odnosima s njima slue crnom propagandom.
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J. Street, str. 127.
VLAST UKLJUUJE SPOSOBNOST PRINUDE?
Bombaki napad na podzemnu eljeznicu u Madridu dogaaj je poslije kojeg su spin doktori i sam premijer Jose Maria Aznar imalio pune ruke posla s medijima. Aznar osobno nagovarao urednike da inzistiraju na tezi ETA-e, Aznar na udaru kritike zbog navodne manipulacije medija, samo su neki od naslova koji ukazuju na spinovanje cijele situacije. Sindikati panjolske novinske agencije EFE optuili su glavnog urednika te agencije, Miguela Platona za cenzuriranje informacija o bombakim napadima u Madridu s ciljem pomaganja vladi premijera Josea Marije Aznara. Sindikalci tvrde da je Miguel Platon uspostavio "reim cenzure i manipulacije" u kojemu je EFE uskraivao informacije o moguoj ulozi islamista u napadima, kako bi podupro vladine optube na raun baskijskih separatista. Biva je vlada optuila baskijsku separatistiku organizaciju ETA-u, unato tome to su postojale konkretne indicije koje su upuivale na islamske teroriste. Zatim je poduzela sve kako bi mediji i u zemlji i u inozemstvu bez suvinih pitanja prenijeli njezinu teoriju o ETA-i. Novinari su po naredbi glavnog urednitva morali preutjeti sve indicije koje bi upuivale na moguu umijeanost islamskih terorista u atentate u Madridu. Glasnogovornica EFE-a Ana Vaca de Osma opovrgnula je te tvrdnje, rekavi da su one lane. "Posve je netono da je EFE cenzurirao i uskraivao informacije o napadima 11. oujka", stoji u priopenju EFE-a. Na internet izdanju barcelonskog dnevnika El Periodico,
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Vlast ukljuuje sposobnost prinude?
njegov glavni urednik Antonio Franco, tvrdi da je tadanji premijer Jose Maria Aznar osobno nazivao neke urednike panjolskih medija inzistirajui na injenici da je, "bez ikakve dvojbe", ETA poinitelj krvavih bombakih napada u Madridu. Prvi Aznarov poziv Franco je primio odmah nakon to je, kao sudionik u programu panjolskog radija, rekao da sumnje idu u dva smjera: na ETA-u ili al-Qaidu. "Ne smije imati nikakvih dvojbi, to je ETA ", rekao je Aznar u prvom telefonskom pozivu u kojem je ukratko iznio prve elemente istrage i dokaze, pie Antonio Franco. Drugi Aznarov poziv slijedio je naveer nakon to je ministar unutarnjih poslova Angel Acebes, vrlo nervozno, na konferenciji za novinare inzistirao na tezi ETA-e. "Aznar mi je tada, na srdaan nain, rekao neka se ne zavaram i ponovno ustvrdio da je ETA poinitelj pokolja", napisao je Franco. Do napada je dolo uoi parlamentarnih izbora, zbog ega je Vlada premijera Josea Marie Aznara pod svaku cijenu pokuala sprijeiti irenje nesigurnosti u potrazi za moguim poiniteljima. Ali, ni to joj nije pomoglo. Na izborima su ipak neoekivano pobijedili oporbeni socijalisti. Prigovori o manipuliranju medija su ostali. Aznar sve te prigovore i dalje odbija kao neosnovane. Jedan glasnogovornik je istaknuo da Vlada nije niti lagala ni manipulirala, a takoer nije ni zadravala informacije. On je izjavio da su telefonski pozivi redakcijama u stvari bili samo vjebanje transparentnosti. La, manipulacija, cenzura rijei su koje novinari koriste u raspravi o slobodi medija u panjolskoj, dok novi panjolski premijer Zapatero najavljuje kako e medije osloboditi utjecaja drave. I u inozemstvu vlada zgraanje zbog mijeanja Vlade u rad novinara. Lutz Tillmanns, voditelj Njemakog medijskog
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vijea, u ije se glavne zadae ubraja i obrana slobode medija, kae da si takve incidente u panjolskoj ranije nije mogao ni zamisliti. Bivi panjolski premijer Aznar ak se osobno obratio redakcijama kako bi ih uvjerio u krivnju ETA-e. Na temelju injenice da su glavni urednici dravnih medija te naredbe stvarno i posluali, Tillmanns zakljuuje: ...da su oito blizina i ovisnost politike i odgovornih osoba u medijima vei nego to se mislilo da bi to bilo mogue. Tu moram postaviti pitanje neovisnosti medija i neovisnosti novinarskog rada. Ako se vratimo u obeanu zemlju za spin doktore, u SAD, primjer Nesweeka jo jedanput e potvrditi svu nemilosrdnost spininnga. Amerike medije potresla je velika kriza zbog teksta o skrnavljenju Kurana objavljenog u Newsweeku. Reakcije na taj tekst dole su iz brojnih drava, ali i iz Bijele kue. Za razliku od prijanjih skandala, ija je 'rtva' bila samo novinarstvo, ovaj posljednji prouzroio je ak 15 mrtvih u masovnim prosvjedima u Afganistanu. Time je jo jednom izala na vidjelo zastraujua mo medija, ali i brojni problemi koji optereuju novinarstvo pod pritiskom spin doktora. Kada su urednici Newsweeka objavili informaciju o tekim krenjima ljudskih prava u zatvoru za teroriste u Guantanamu, zadovoljno su trljali dlanove. Imali su straan 'lager'. Vijest koju e svi prenijeti. Njihov izvjetaj bio je svjetska ekskluziva, a u njemu se tvrdilo kako je amerika vojna istraga potvrdila da su istraitelji u zatvoru Guantanamo bacali u zahod muslimansku svetu knjigu Kuran kako bi naveli zatoenike da progovore. Samo 24 sata kasnije situacija se dramatino promijenila. Cijenjeni ameriki tjednik postao je najvei krivac za lo
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ameriki imid. Posebice meu islamskim svijetom, koji je objavljeno izvjee prihvatio 'zdravo za gotovo'. Antiamerika iskra krenula je iz Pakistana kada je tamonja kriket legenda Imran Khan sazvao tiskovnu konferenciju i proitao Newsweekov lanak, prozvavi pakistanskog predsjednika Perveza Musharaffa da doputa vrijeanje od strane SAD-a. Sam Khan je poznat kao gorljivi kritiar Musharaffa, a ovoga puta pridruili su mu se i pakistanski klerici. Kada su vijest prenijele i radio - stanice iz susjednog Afganistana poeli su neredi u kojima je poginulo najmanje 15 ljudi. Uskoro su se digli na noge i Palestinci iz Gaze, a najmasovniji prosvjed organiziran je u Indoneziji. Kada se pritiscima pridruila i Bijela kua, urednitvo Newsweeka se nalo u 'neobranom grou' te se bilo prisiljeno ispriati jer je anonimni izvor, ameriki vladin dunosnik koji je rekao da je o oskvrnuu itao u vojnom izvjeu, na kraju izjavio kako u to vie nije siguran. No, isprika nije bila dovoljna Bushevoj administraciji, koja je od urednitva zatraila i ukljuivanje u akciju popravljanja amerikog imida u svijetu. Iako se u posljednje dvije godine vie amerikih medija moralo ispriavati zbog rada svojih novinara, utjecaj amerikih vlasti na tiskane i elektronike medije vie je nego upitan. Najee kritike slubeni Washington morao je pretrpjeti zbog mijeanja u slobodu medija u sluaju s novinarima koji su pratili pomicanje amerike vojske u akciji 'oslobaanja' Iraka. Sjetimo se samo filma Predsjednike lai (1997). Kada se predsjednik SAD-a samo dva tjedna prije izbora nae usred seksualne afere jer ga mlada djevojka tui za zlostavljanje, jasno je da postoje jako male anse da ga amerika javnost ponovno izabere. Prije nego taj incident izazove nepopravljivu tetu, u Bijelu
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kuu pozvan je predsjednikov savjetnik, tajanstveni 'fixer'. Spin doktor s besprijekornom reputacijom koji ima sposobnost manipulacije politiarima, medijima i, najvanije, amerikim narodom, mora rijeiti problem. On zna da situaciju moe spasiti samo vijest koja je jaa od seksualnog skandala, vijest koja e pozornost javnosti usmjeriti u drugom smjeru. Stoga predsjednikov spin doktor kontaktira holivudskog producenta s kojim e odvui pozornost javnosti na veu i vaniju stvar zajedno insceniraju fiktivni rat s Albanijom koji e predsjednik junaki okonati. U neka stara vremena, predsjednik bi samo napao drugu dravu. U dananje vrijeme moderne tehnologije, sve je puno 'ie'. Sve se moe izvesti posredstvom specijalnih efekata i uz pomo masovnih medija. A naravno, ako je na televiziji rat, onda to mora biti istina! Predsjedniki savjetnici masovnim medijima daju nekoliko maglovitih informacija, distribuiraju na televizijama snimke rata direktno iz holivudskog studija, snimaju emotivne pjesme koje pozivaju na domoljublje i kreiraju izmiljene ratne heroje. Tako mediji prenose snimku mlade Albanke koja s maiem u rukama tri preko zapaljenog mosta u svojem razruenom selu, iako je u biti to samo mlada glumica koja u rukama dri vreicu ipsa i tri po studiju. 'Predsjednike lai' komedija je o istini, pravdi i ostalim specijalnim efektima. Pa ipak, ovaj film ima u sebi dovoljno istine da se javnost, kad sljedei put pogleda dnevnik, zapita to je istina, a to samo fikcija. S obzirom na tanku granica izmeu politike, medija i show businessa, kada snage udrue producent i predsjedniki spin doktor, sve je mogue. Oni kreiraju injenice, oni stvaraju vijesti, oni mogu uiniti da javnost povjeruje u bilo to.
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Spin doktori su majstori koritenja tehnike bridga (rei ono to vi elite, a ne ono to vas novinari ele pitati). U ve 27 citiranoj knjizi Spin doktor M. Shea naslovni lik, dr. Mark Ivor nastupa u televizijskoj emisiji. Tema rasprave govori jesu li dobre komunikacijske vjetine vane za vou. Rasprava se vrtjela oko profesora Rothwella i Ivora, s tim da je prvi tvrdio da je supstanca ta koja neto znai za politikog vou, dok nain na koji su stvari izreene ima malu odnosno nikakvu vanost. To je Ivoru omoguilo da nametne svoju omiljenu temu: dakako da je sadraj vaan, ali previe populistikih voa ima dar govora a ne uspijeva im da komuniciraju, da kau svoje miljenje. Previe je voa 'vlanog prsta', koji slijede radije nego da vode, gledajui u kojem smjeru pue vjetar prije nego sto odlue o razvoju akcije. To je profesoru Rothwellu dalo mogunost da nane ono to je oito ekao. Dr. Ivor ima mnogo iskustva sa slabim, oportunistikim voama. Neu imenovati, neu optuivati, no znate sto mislim. Voditeljica je odmah pokupila tu aluziju na Ivorovu prolu vezu s premijerom. Je li premijer upitala je troio mnogo vremena na svoj image? Ili je usvojio osnovne politike parametre? Ivor je generalizirao odgovor ni ne dotakavi svoga biveg klijenta: Voe postaju ikone, zarobljenici vlastite reputacije. Izbliza su to uglavnom obini mukarci i ene koji rade svoj posao to najbolje mogu. esto ih biraju ne zbog njihovih sposobnosti da vode... gledao je ravno u kameru ve zbog njihove vjetine da dobro itaju svoju ulogu. Oni moraju biti glumci. Pogledajte predsjednika Reagana. Ako mogu glumiti svoju iskrenost, mogu glumiti sve.
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M. Shea: Spin doktor, Knjiga trgovina, Zagreb, 1996, str. 198-200.
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Ostali oko stola pristojno su se nasmijali. Tvorci imagea programirali su previe politikih voa da izgledaju velikima. Srdaan osmijeh, vrst stisak ruke; vani su za vodstvo gotovo kao i politika. Iluzija i stvarnost; trijumf ambalae nad supstancom. Mnogo ovisi o timu koji stoji iza voe, ne mislite li? nije odustajao profesor. Sigurno. ak i veliki trebaju potporu. Dobre trenere. Vi na te ljude gledate kao na trenere? Profesor je bio uporan. U neku ruku, da rekao je Ivor oprezno. Trenere koji rasporeuju voino vrijeme, pristup njemu, savjete koje dobiva, materijal za sastanke koji mora proitati. Oni vau njegove izjave, brinu se da ne shvati kao znak veliine puku proizvodnju izjava za tisak. Cenzura? upita novinar. Iskorjenjivanje nepotrebnog. Nevidljivi lutkari? Nasrnula je voditeljica. Ivor je brzo reagirao. Malo je voa koji su neije lutke. Ne traju dugo ako jesu. Neki ljudi tvrde da ti spin doktori, kako ih Amerikanci nazivaju, piu sve materijale i dirigiraju. Imaju samo jedan interes: odrati svoga vou na vlasti. Odrati druge suparnike izvan. Profesor Rothwell dobacio je svoj najbolji akademski pogled u smjeru kamera. U ovoj zemlji postoji previe zakonskih mjera da se dopusti da takvo stanje potraje odgovorio je Ivor. Tamo vani uvijek ima monih grupa eljnih vlasti koje samo ekaju da izazovu nekog savjetnika koji ue u... Show je iao uivo. Moda je profesor bio nagovoren na to jer je gledanost emisije rasla. Iznenada je stvar postala
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osobnom. Voditeljica nije maknula prstom da ga zaustavi. Jesu li se na taj nain i Vas rijeili, dr. Ivor? uli smo da su Vam lord Shand i druge 'stranake veliine' zabili no. Svi su gledali u Ivora, oekujui da on reagira. Bio je svjestan da su se producenti i menaderi uskomeali iza studijskih svjetala. Hoe li eksplodirati? Onda bi to bila emisija. Ali Ivor je bio spreman. Pomislio sam da ete povesti razgovor u tome smjeru, profesore Rothwell smjekao se. Uvijek govorim svojim klijentima da budu svjesni bodljikave ice koju voditelji nastoje omotati oko njih. Takoer im kaem da na sastancima s pitanjima i odgovorima nikad ne brinu o odgovorima. Pitanje je vano. Mi ekamo odgovori profesor suho. Ivor je znao da producent i publika oekuju pikanterije koje e proizvesti naslove. Diskrecija, naprotiv, nee pomoi tisku, ve e biti znak onima koje je potedio da se nita nije promijenilo. Lojalnost je ostala u njegovu stilu. ekajte, profesore. Siguran sam da e se gledatelji tamo vani sa mnom sloiti da biste i Vi, da ste jednom uivali povjerenje, ostali ga dostojnim. Povjerljive stvari se ne otkrivaju. Pitanje je neumjesno, profesore. Ali... Rekao bih da onaj tko kontrolira vrata prema vlasti kontrolira i tu vlast. No... Ivor se lako okrenuo u svojem stolcu i vragolasto nasmijeio voditeljici. No... ja sam i previe govorio. Ispriavam se. to je voditeljici preostalo nego da raspravu usmjeri na druge stvari? Brojni su primjeri aktivnosti spin doktora. Optuuju se za nasilje nad medijima, kanjavanje novinara, manipulaciju, propagandu, itd. Meutim, oni tvrde da samo ubrzavaju proces irenja vijesti i informacija. Jedan je novinar opisao
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njihov odnos takvim da je dio posla novinara da im ui budu prislonjene uz njih. Ipak, ne utvrujui konanu istinu ako je vjerovati onoj narodnoj gdje ima dima ima i vatre sasvim je za vjerovati kako spin doktori i manipuliraju, ali i ubrzavaju 28 proces irenja vijesti i informacija. Spin doktori svoje efove stalno poduavaju da misle medijski i da shvate kako je percepcija sve. U knjige M. Shea: Britanski ambasador ta je pria sjajno prikazana u dijalogu: Percepcija je sve ree dravni tajnik, snizivi glas dok su se motori mlanjaka polako gasili. Moramo se potruditi za dobre naslove u novinama, Martine. Teke probleme pretrest emo strogo iza zatvorenih vrata. Neto e ipak procuriti. Milner neprimjetno slegne ramenima. Dakako da hoe. Ali, budemo li se pred kamerama stalno iroko osmjehivali, srdano rukovali, govorili ljubazne stvari za veerom, sve e to ispariti. Vana je slika... Mislite medijski. Sve je bilo predodreeno medijima, sve reirano za javnu potronju. Politiari troe vrijeme na svoju publiku radije nego da se uhvate ukotac s nekim problemom. Mnogi od njih doimaju se kao da pojma nemaju o emu govore jer im govore priprema njihovo osoblje, i odete li na televiziju, kao to sam ja ovaj tjedan bio barem tri puta, vidjet ete da dolaze u studio sa svojim uiteljima da uvjebavaju odgovore prije nego to stanu pred kamere. Spontanosti nema, priprema je sve.
28 Legenda amerikog televizijskog novinarstva Dan Rather mora u prijevremenu mirovinu zbog objavljivanja netonih informacija o sluenju vojnog roka sadanjeg predsjednika Georgea W. Busha. Najtei udarac preivio je New York Times, koji je zbog lai i krivih informacija svog novinara Jaysona Blaira morao objaviti ak etiri strane isprika. Jedini ameriki nacionalni dnevnik, USA Today, takoer je morao otpustiti urednike zbog pisanja neistina svoje zvijezde Jacka Kellyja. Dodue, najvea afera u novinarstvu SAD-a dogodila se poetkom 1980-ih kada je novinarka The Washington Posta Janet Cooke dobila ak i Pulitzerovu nagradu za tekst o osmogodinjem djeaku, ovisniku o heroinu, koji nikada nije postojao. Niti europski mediji nisu 'cijepljeni' od manipuliranja. Poznat je sluaj britanske televizijske stanice Sky Newsa koja je krivotvorila snimke ispaljivanja raketa s podmornice na irake ciljeve. Kasnije se saznalo da je snimak napravljen u luci pred isplovljavanje, zbog ega je Sky kanjen sa 50.000 funti. Novinar James Forlong, koji je radio ono to mu je reeno, naen je objeen.
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Na kraju treba rei da spin doktori ne djeluju samo unutar granica stranake ili vladine politike. Gotovo sve organizacije, od vodeih organizacija u poslovnom svijetu do najradikalnijih organizacija unutar drutvenih pokreta, zapoljavaju strunjake da ih prodaju medijima. Oni se ne moraju zvatispin doktori, mogu raditi u odnosima s javnou ili se smatrati glasnogovornicima, no njihov je posao, grubo kazano, isti: osigurati da popraenost njihove organizacije ili klijenta bude onakva kakvu oni ele.
SPIN DOKTORI U REGIJI
Gledano iz kuta regionalne politike arene, moe se konstatirati da i kod nas postoje spin doktori i aktivnost spinninga. Ili kako kae jedan analitiar nije da ga ima, a nije ni da ga nema. Spin se ogleda u dnevnim aktivnostima glasnogovornika, ureda za odnose s javnou, savjetnika, itd. Meutim, pojam spin doktor malo ili gotovo nimalo ne pripada naoj jezinoj kulturi i izriaju. Stoga ovaj pojam ostaje nepoznat na domaoj politikoj i medijskoj sceni. Kada kaemo da postoje aktivnosti doktora onda moramo ovu konstataciju promatrati kroz na nerazvijeni sustav odnosa s javnou. Naime, istraivanja pokazuju da je u regiji, public relations jo uvijek nerazvijen, pa danas PR nemaju ni neke dravne institucije ili politike stranke. Brojna javna poduzea, bussines korporacije, banke, osiguravajua drutva, filmske i glazbene zvijezde nemaju osobe zaduene za komunikaciju i strategiju s medijima. Drugo je pitanje kvalitete osoblja koje obnaaju dunosti odnosa s javnou. Kod nas ne postoji niti jedan studij odnosa s javnou, ne postoje ni poslijediplomski studiji. Tek na nekim fakultetima ima smjer ili kolegij odnosa s javnou to je nedovoljno za formiranje strunjaka public relations. Kako i kada e se razviti PR kod nas, ovisit e ne samo od programa i kola odnosa s javnou nego i svijesti o njihovoj vanosti. Istina, pomaka ima ali oni su nedovoljni i spori.
ZAKLJUAK
Pojam spin doktor u naoj je politikoj praksi relativno nepoznat. Vidjeli smo da su spin doktori osobe zaduene za oblikovanje povoljne percepcije javnosti o politiarima ili politikoj stranci. Sutinu djelovanja spin doktora vidjeli smo i kroz definiciju ove dvije rijei. To spin znai (za)vrtjeti, dati nekoj vijesti ili dogaaju povoljan naglasak ili tumaenje, iskriviti informaciju u vlastitu korist; a to doktor patvoriti, frizirati (podatke, slike i sl.). Gledano s podruja primjene ove manipulativne tehnike komuniciranja, moe se ustvrditi da spin doktori (glasnogovornici) djeluju kako u podruju politike (politika komunikacija), tako i na podruju odnosa s javnou i korporativnih organizacija. Dakle, spin doktori danas ne djeluju samo unutar granica stranake ili vladine politike. Gotovo sve organizacije, od vodeih organizacija u poslovnom svijetu do najradikalnijih organizacija unutar drutvenih pokreta, zapoljavaju strunjake da ih prodaju medijima. Oni se ne moraju zvati spin doktori, mogu raditi u odnosima s javnou ili se smatrati glasnogovornicima, savjetnicima, konzultantima ili slino. No njihov je posao, osigurati da popraenost njihove organizacije ili klijenta bude onakva kakvu oni ele. Spin doktore optuuju za manipulaciju, zastraivanje, nasilje nad medijima. Oni se brane tvrdei da samo ubrzavaju proces irenja vijesti i informacija. No, bilo jedno ili drugo spin doktori su naa stvarnost i bezbroj je dokaza o njihovoj moi.
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Suzbijanje utjecaja spin doktora, kako kae John Street, nije samo stvar osnaivanja novinarskih miia, nego treba prije razmotriti ire trendove koje uzrokuju promjene u medijima openito.
Vinja Kneevi
Spin-doctors
media manipulators
Littera Banja Luka 2006
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Spin-doctors - media manipulators
''Between the idea and the reality, between the motion and the act falls the shadow'' T.S. Eliot
INTRODUCTION
World publicity is more and more interested in phenomena of influences of the media and influences on Media, proof of what are number of researches. In liberal democracies, policy pays great attention to importance of the media. Media are, beside political organizations and citizens, one of the three actors of political communication. They act as transmitters in political communication going on outside of media organization and as dispatchers of political messages made by journalists. Political actors must use media if they want their messages to be sent to their target groups. Political programs, political reports, election messages, campaigns of pressure groups, terrorist activities, have political meaning and, as B. McNair says in his book Introduction in political 1 communication , potential for communication efficiency as much as it is been reported about it and how much media spectators receives it like message. Towards that, all actors in political communication must get to the media if they want to transmit their political message. It is admitted that the media have the most important roll in making of public opinion. They make picture, image, set the agenda and shape public awareness, they define who wins and who loses, how we think and how we talk etc. Aware of that roll of the media, political actors are adapting to those. They
1
B. McNair: (2003): Uvod u politiku komunikaciju, FPZ, Zagreb, str. 19.
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Introduction
shape their appearances, campaigns and communication to fit the media. Today, a schedule of political activities is adapting to media terms. Public appearances are more adapted to the screen then to the direct spectators. Politicians are becoming more and more actors, giving great attention to nonverbal communication, style, their behavior in front of cameras, what to dress, where to look, how to make arguments etc. Politics and its actors are in fact shaped to be suitable for the media because they are aware of the importance of their relationship Relationship between the media and politic is a question of power, which appears in dimension of media power what the media are changing, and power on the media. Media should be objective viewer (spectator), mirror of reality. However, it would be wrong to think that the media really reports neutrally and fairly on what is going on in a political arena that surrounds us. Although some journalists assure us in the opposite, in many books there is more than enough analysis that shows that their reflections of political events are overflowing with value judgments, subjectivity, and favouritism. Answers on questions on reasons for these favouritisms, who is directly interested in that result and who makes it, is possible to find in a dimension of power over the media. This work will not give answer to that complex question, but it will try to point at indications and practices of manipulation with the media. An analysis will begin with a short review on developing of public relations and a definition of public relations.
DEVELOPING OF PUBLIC RELATIONS
Public relations appeared in America during American Revolution, in other words fighting for power between aristocracy and merchants. Long time ago, advertising was used for collecting money, promoting ideas, for stimulation of selling actions, selling land and for making popular persons. First institution, on that continent, which was systematically demanding financial means, was Howard College. First bureau for Public relations was established 1889 in Westinghouse Company, in order to promote revolutionary system of alternating current. Since 1897, the term ''Public relations'' was, further, often mentioned in American railway, more precisely in The Yearbook of railway literature. Purpose of the yearbook was a collection of all documents and submissions linked with public relations of railway that were published and delivered during the year, and ones that could have had permanent value. In a beginning many of American universities began innovative programs of advertising. In year 1899 Yale University's secretary office was successfully transformed into the office for relations with former students and general public. Begining of the century marked establishing of first specialized companies and agencies for public relations. This period began with main activity in research journalism. First, again american company for advertising, which is considered as precursor of todays companies for public relations, was established in the begining of the 20th century in Boston. A group of young people established the Office for publicity so
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Developing of public relations
that they could do the job that was usually done by press agents for most of the clients, and for the biggest price that 2 market can sustain. First client of the Office for publicity was Harvard University. First New York Company for public relations was called Parker & Lee, which was established by George F. Parker and Ivy Ledbetter Lee. They become partners after successful cooperation on Theodore Roosevelt's campaign. Until The First World War other institutions establishing their offices for Public relation. In the beginning of the 20th century, the first isolated samples of public relations were being noticed, in Great 3 Britain. According to Sam Black, Ministry of Finance, as a part of the state mechanism took the roll as a spokesperson for foreign policy. The then Minister of Finance Lloyd George organized in 1912 a body in order to explain employers and labors from around the country the new Law on insurance. Public relations in The First World War transformed from defensive in proactive approach. President Woodrow Wilson, aware of importance of public opinion, established "The Committee on Public Information. Purpose of this Committee was to mobilize public opinion to support war activities and Wilson's policy, since the general opinion on this issue was very contradictory.4 After The First World War, advertising becomes more and more present in humanitarian movements and new scope of activity social work. Due to growing needs of urban society, there should collect more money. Advertising started to get on importance, and it showed a need for education of future advertisers. Many intelligent people on managing positions considered advertising as the most practical human lesson that war has teached them. In that, new area right in that time
2
S. Cutlip, A. Center, G. Broom (2003). Odnosi s javnou, Mate, Zagreb, str. 113. S. Black (1997): Odnosi s javnou, Clio, Beograd, str. 222. 4 S. Black, str. 122.
3
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was born feeling of identification and professionalism. Thanks to the progress that was made in war time, public relations were expanding very fast. It started to appear in public institutions, business organizations, churches, social services, labor movements and social movements. S. Black says that first book from public relation field is Crystallizing Public Opinion, written by Dr. Edward Bernays. The book published in New York in 1923. In that book, for the first time, the term '' Public relation adviser'' was used. The very same year Dr. Bernays held the first council about public relation in New York University. The first specialized agency for public relations was established 1923.5 Thanks to war lessons and social changes, public relations had very fast expansion until stock market breakdown 1929, which caused Great economic crisis. American public relations, in this period, were developing in meaning of New Deal and President Franklin Roosevelt. Great economic crisis and New Deal urged a need for informed public. Supporters of New Deal very fast understood that information is necessary prerequisite their radical changes. Consequently, public relations under Roosevelt marked the biggest expansion. Business organizations hired specialists for public relations more frequently to help them in a battle against Roosevelt's 6 sharp attacks and legal reforms. In this period, public opinion began to be measured and evaluated more precisely and scientifically. In mid 1930's Roper and Gallup's researches of public opinion started, this earned reputation during presidential election in year 1936. Employees in public relations used those researches in order to advise management and create programs of public relations.
5 6
S. Black, str. 121. S. Cutlip et al., str. 130.
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Developing of public relations
The World War II brought more radical changes in public relations. In those changes a state again had lead on with powerful organized informational campaigns. States instrument this time was Office of War Information. This was established by Roosevelt in June 1942. The World War II opened new possibilities: it showed that public relations could be used to dissimulate war production, military moral, civil support, and developed new techniques and communication channels. During the war, about 75 000 people In America had 7 trainings in public relations. In the post-war period of expansion, public relations became more stable. Number of employees in public relations began to expand. Powerful professional societies put base for developing of professionalism, and educational programs in public relations started on colleges. More books and magazines were published which enrich corps of knowledge in that field. Professionalism in public relations was springing up, which caused growing number of professional societies. For this period, one very important fact is that in Great Britain on February 10. 1948 the first Institute for public relations was established. That Institute will later have great influence on developing public relations in that island country. Modern public relations didn't appear until the period of global informatisation. This period began in mid 1960's. It is featured with faster and more quality interpersonal communication, primarily by developing high technology.8 In politics and political parties, strategists for public relations played dominant rolls. One of the first political propagandist warrant for functioning of the American factious system was John Beckley from Virginia. He was one of the leading factious organizers in 1790's.
7 8
S. Cutlip et al., str. 132. S. Cutlip et al., str. 135.
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Development of methods and techniques of modern political campaigns actually started in last decades of nineteenth century. Employees in public relations started strongly to influence processes of crucial importance for democratic government. Methods used by chiefs of political parties during 1880's and 1890's were enabled by developing printing technology, plentifully supply of low-cost paper, and growing literacy which influenced a development of journalism9. (ibid., 108.). In the beginning of the 20th century, specialists for political campaigns began to appear. Married couple Clem Whitaker and Leone Baxter in the year 1933 established the first agency that was specialized for political campaigns placed in San Francisco where they were relying on citizen initiatives and referendum, in combination with powerless factious organizations, prepared field for developing political companies.
S. Cutlip et al., str. 108.
MODELS OF PUBLIC RELATIONS
Historically looked, developing of public relations had four phases, in other words models. According to James Grunig and Todd Hunt's work Excellence in Public Relations and Communication Management that are: :: :: :: :: Press agentry model, Public information model, Two-way asymmetric model, Two-way symmetric model.
Due to great importance of understanding public relations, we will shortly present quoted models. Press agentry model A system attempt of attraction and distraction of public attention are as old as attempts of persuasion and advocacy. Press agentry first tried to advertise to a population on Wild West, and some elements can be found in many nowadays programs for public relations. Press agentry, with its most known representative being Phineas Taylor Barnum (1810.-1891.), use ads and advertising. Developing of railway in the USA major enterprises realized they should attract people to those territories. Making ''romantic vision of Wild West'' was homework for press agents. In last two decades of 19th century, press agentry was developing progressively in the show business. Widening of action area contributed to the growing number of press agents, and their actions became more impudent. It was logical to
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expect that editors would take suspicious and even more unfriendly attitude towards them, and that their activities, as S. Cutlip said and et al. ''would be discredit''. Public information model Promoters of World exhibition about Colombo in Chicago 1893, established the Department for Publicity and Advertising and they hired journalists in order to ''use press on every possible way''. Public information model also used journalists for communication, but in somewhat different meaning. The most important name from this period is Ivy Ledbetter Lee. Ivy Lee was bachelor from Princeton and journalist specialized for business organization. After he broke up with National board of Democratic Party and cooperation with George Parker, Ivy Lee became first advertising agent of Pennsylvania railway. Lee's philosophy would later have a great influence on evolution of advertising into public relations. Namely, he thought that public should not have been ignored as it was in traditional business practice. Public must be informed, considered Lee. Lee implemented this historically very important and new approach during coal-miners strike. Journalists reporting on strike had much easier job, since communication channels were significantly opened. Journalists shouldn't attend meetings, but Lee secured reports from every meeting. That is how public information 10 model was developing. Two-way asymmetric model Origins of this model were connected to Edward L. Bernays name, author of the first book on public relations (Crystallizing Public Opinion) and lecturer at the first college of public relations at New York University. Appearance of the first books on public opinion (Walter
10
S. Cutlip., et al., str. 117.
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Models of public relations
Lippman - Public opinion, 1922.) and a development of sophisticated methods for measuring public opinion, made Bernays to set thesis that people could be convinced in something only if it was in their interest. Due to its respect to feedback communication and adjustment public relations to reactions of receivers of messages, Bernayss model of communication is called Two-way asymmetric model. It is called asymmetric because public is still in underestimated position, because they are being manipulated, and with Bernays that word have positive meaning. Two-way symmetric model Developing Two-way symmetric model of communication there were appearing modern public relations. It was time of global informatisation, and it began in mid 1960's. Since then, public relations became more and more complicated and important. Public works became the most important work of public relations. In Twoway symmetric model, related to third asymmetric, is stronger emphasis on feedback. So, communication is flowing in both ways, equally. A role of public relations experts in this model is practically the role of mediators between organization and its public. Main goal is mutual understanding between public and institution or organization, whereas is more used communication theory than persuasion theory. As it is seen Two-way symmetric model consists of much more dialog than monolog, accordingly it starts from mutual understanding and there it is absolutely closing to and became modern public relations. Through short review of public relations history and models, especially on first three models, it is completely clear that
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public relations went through three developing phases: 1. 2. 3. Manipulation phase Information phase Mutual understanding phase.
DEFINING OF PUBLIC RELATIONS
When we talk about phase three, mutual understanding phase, it is necessary to point fundamental definitions of public relations, which help us to understand the essence of modern public relations. Here are some of most influential definitions. British Institute of public relations (IPR), established in 1978, defined public relations as the deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organization and its public. The Public Relations Society of America, also known as PRSA, in November 1982, announced that public relations helps our complex and miscellaneous society in making decisions and enables functioning more efficiently, in this manner contributing achieving of mutual understanding between institutions (organizations) and its public (target groups). Scot Cutlip, Allen Center and Glen Broom (Public relations, 2003) define public relations as the management function that establishes and maintains mutually beneficial relationships between an organization and various audiences on whom its success or failure depends. Frank Jefkins author of the book Public Relations Techniques (1994) says that public relations consists of two aspects of planed communication, internal and external, between an organization and its public, with the intention of obtaining of specific goals which are about their mutual understanding. For Sam Black (Public relations, 1997) public relations are dealing with a way of how persons behavior and attitudes
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mutually interlace with organizations and governments. Quoted definitions give us opportunity to isolate mutual characteristics of public relations. Therefore: :: Public relations establishes and maintains mutual understanding between organization and its public, and promotes and maintains mutual trust, respect and social responsibility between organization and public. :: Establishes and maintains two-way communication.
:: It is a discipline of a management who wants all aspects of planed communication to be done efficiently. :: Public relations is a process that tempts to project positive aspects or to transform negative meanings or ideas into positive, and gain understanding through knowledge. :: Wherever it is possible, public relations adjust private and public interests. :: Not persuasion, but complex, planed communication process manages corporation image and reputation. :: Public relations are continuous function that according to possibilities, sustains advertising and marketing activities. As it is seen from quoted definitions and common characteristics, public relations establish mutual understanding between organizations and target groups and that is main function of it. However, both, public relations theorists and professionals are not likely to admit that in public
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Defining of public relations
relations implementation everything is about mutual understanding. In attempt to fulfill its main needs, PR sometimes digresses in other areas. Does it then manipulate public or the media?
SPIN DOCTOR(S)
Political power over the media can be manifested through media regulations, government control, data confidentiality, media pressure etc. In visible sources of journalist and media pressures includes political parties, corporations and governments. There are number of reports about how governments and ministers influence the content of media reports. They do it through their media experts, spin-doctors. Before elaboration of this theme, it would be useful to define, in short lines, roll of spin-doctors. It should be said that spin doctors have a lot of common aspects with spokesman, special advisor for the media, a person assigned for communication and public relations. The term itself is not possible to translate, but in most cases, it suggests on manipulator, someone would even say a liar! Actually, what spin-doctors really are? Maybe the essence of spin-doctors activities are showed in definition of these two words: to spin means, give some news or an event a favorable emphasis or meaning, distort information in order to gain advantage; to doctor imitate, fabricate (data, pictures etc.). Spin doctoring is an art of ''machinating'' public relations strategies, which gives desired direction of interpretation to the news. Notion spin-doctor for the first time appeared 1984 in America in a time of Reagan-Mondale presidential campaign. In the article ''Debate and spin doctors'' New York Times wrote: ''After tonight's Reagan-Mondale debate finished, dozens of men in nice suits and women in silk dresses will circulate in press center offering journalists ''reliable'' information. It will
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Spin-doctors
not be people assigned to media relations who are trying to influence on journalists. It will be spin-doctors''. Spin-doctor is a person assigned to shape favorable public perception about politicians or political party by skilled handling with mass media. That person is a politician's personal adviser, and not rarely a trustful friend. Spin-doctors are aware of the media technology, specific characteristics of media, and very often they are brought from the media to political advisers' positions. They have good connections with many editors, especially with the most powerful ones. Spindoctors depend on the media, but the media depend on spindoctors. They have ''stuff'', information that are ''life'' for the media. Because of that, mutually connected relationship spins and the media comes to packing politics. When we talk about spin doctors' assignments Michael Shea in his book ''Spin doctor'' instigate a wide range characteristics of spin doctors. According to him, they are: :: Paid advisors for public relations and they work for their clients almost indifferent what their states are; :: Professional strategists, for who somebody said that only life opinions that they have are their client's opinions; :: Fixers (persons who, with their own influence or bribe, protect other from hand of the law); :: Persons with no personal beliefs; the only thing they believe in is fixing things; :: Spins don't like journalists except when they can use them;
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:: ::
They are good in demagogic slogans; Modern Machiavelli;
:: They desire influence, a power to manipulate people, to make them doing things that they not necessary meant to do; :: They work in a backstage, never under spotlights (producers, directors and promoters, never main character in the play); :: Paid lobbyists, negotiators lobbing; the media and political
:: Convincing ones who convince; work on opinion makers; have access to decision makers; convincing them that things which spins want them to do their idea; :: Propose options, chose one that they prefer, and then let clients to make decision; :: :: :: :: :: Create politics; They are shadows, invisible hand; Brilliant political minds, having inborn astuteness; They are rarely missing words, adulators; Help others to skip ''banana peels'' in their life;
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Spin-doctors
:: They are more interested in rule (power) techniques than ruling itself; :: In crucial time of crisis - The goal justifies the mean.
One of the spin-doctor's jobs is to give anonymous terms of reference about ''real meaning'' of an event, action or announcement and shaping interpretation. The most of spindoctors used to be journalists and that is how they know the way media function. They know that journalists are tied up with deadlines and that they are always ready to give information away. Off course, they are trying to get affirmative texts for their bosses minimizing negative ones.11 Spin-doctors work in politics and business. They give their contribution while explaining journalists a company strategy or some of manager's decisions. It is important to mention how ''spinning'' does not mean misleading people. Spin-doctors use two base methods. :: The first method is a direct reporting about the facts.
:: The second is a reporting that considers using pseudoevents, elements packing politic, charm, insinuations and offthe-record statements. The best spin-doctors combine both methods, creating their performance according to how big trouble their boss is in. It should be said that public opinion about spin-doctors is mostly negative, because of the common impression that their job is to manipulate the media, to bribe and everything else that is connected to successful image in this modern time.12
11 Good spin-doctor knows how to set boundaries. Spiner who slides out of control lies and directs to wrong direction. Beside that, they know which statement will be headline; spin-doctors make events in order to attract journalists and organize situations for which they are sure will be photographed. 12 American President Theodore Roosevelt claimed that he 'contrive Sundays'. He knew that journalists are always seeking for news, which they will use for Mondays edition, so he announcements always gave on Sundays, because he was sure that it would be published. 13 Anthony Davis: Public Relations od A do Z, Adizes, Novi Sad, 2005., str. 191 192.
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Anthony Davis says in his book Public relations that the media contrived term spin doctors for persons assigned by governments to control news content, i.e. to decide about what and how the British government would say every day, and ''to manipulate the media''. Purpose of that acting is to bring government messages to readers, watchers and listeners according to their demands and to always implicate positive interpretation. Term, according to Davis, comes from expression, which means to show something in a different, favorable light. Concerning PR is cogent and always positive, journalists started to use term spin-doctors generally for everyone in public relations. A. Davis in practice distinguishes, and also connects spindoctor's activities with special advisors for the media, especially established in British political practice. When a term special advisor appeared for the first time in the media, the term pointed that they were special experts of hardly understood things which ministries in the government need if they want to execute their public duties. Gradually it became very clear that the most of them are experts only for things that party in power assigned them for, very possible like explorers or spokespersons. There was a sensation that special advisors in career are standing somewhere between parties' aspirant and a beginning of very profitable career like Member of Parliament until his old age and represent safe election unit. It is considered that in the beginning and in the mid 90's in the British government there were about 30 such people, and in Tony Blair's government about 80, what means that there is a rowing trend, and not decreasing number of them. Spin-doctors work within Ministries closed to public
13
13
Anthony Davis: Public Relations od A do Z, Adizes, Novi Sad, 2005., str. 191 192.
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Spin-doctors
servants whose job is the government's PR, where they are primarily interested in examination and influence on everything that goes in the media, along special attention on promotion of good image of ministers and their wives. They are, according to Public Administration Select Committee, ''incorrigibles and unreliable'', considering that they are committed by taxpayers, and not by public servants. Serious damage to professional status of special advisors made Jo Moore's ''judgment mistake'', who on September 11, 2001 sent an e-mail to colleagues, just one hour after the first airplane hit The World trade centre building in New York, in which he recommended ''manipulation with the media''.14 The scandal with Jo Moore amplified a notion that special advisors actually are PR people with significant political loyalty, set inside government structures by the party in power in order to control government communication, with idea that they would be non partial but support only ruling political will. This conclusion additionally emphasizes the thought that all professional state servants, who are being traditionally removing in transmission information from the government, especially replacing professional experts for public relations and journalists who came from the side. Propinquity special advisors with PR structures made the media to characterize them as spin-doctors.
14
A. Davis, str. 193.
NEWS SPREDING OR MANIPULATION?
Spin doctoring15 refers to a series of activities and individuals. It refers to ''gate keeping'' from journalists, accepting or refusing interviews, also briefing persons who are being briefed what to tell and what not to tell. Includes and comments on stories or speeches to journalists, emphasizing certain sentences or interpretations. They create good opportunities for photographing and take care that journalists and photographers are in the right place in the right time. '' Spin doctoring includes writing speeches and additional press releases and even oppresses and convinces journalists, with threatening or flattering to show their client in favorable way''.16 17 Andrew Heywood also writes about spin-doctor's activities and work. According to him, the art of ''spinning'' has several forms: :: Careful evaluation of information and arguments before these are sent to the media, :: A Control of information source in order to secure it presents only official ''line'', :: :: A use of unofficial briefings or information leaking, Giving stories only to liking medias,
:: Giving information after press deadlines in order to disable checking or giving counter arguments,
John Street: Masovni mediji, politika i demokracija, FPZ, Zagreb, 2003, str.125. J. Street, str., 125-126. 17 Andrewu Heywood: Politika, Clio, Beograd, 2004, str., 393.
16 15
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News spreding or manipulation?
:: Telling ''bad'' news when other, more important events are dominating the media. As it is seen from this review, A. Heywood writes how spin doctors control events. This way of controlling events and news is the most developed in the United States of America, where it became common for election campaign strategists and managers to hold the most important positions in White House if their candidate wins. It is believed that Clinton's administration raised up ''spin'' and technique of representing politics on a new, higher level. Spin-doctors create an image of their clients. One of the doctors, J. Street wrote, said that people would be aghast if they find out how much journalists are being prostituted. I was giving the last authorization for picture, headline and text in one magazine, which is, reputedly, 'immune to public relations' (The Times, April 10. 1998). This is how journalist Michael Kelley transmitted words of one doctor from White House in Guardian Weekend (November 20. 1993): The day doesn't consist of hours or minutes but news cycles. In every cycle The White House high representatives in the backstage define a sentence of the day. The sentence is being repeated and transmitted to regular people, who live there, outside Beltway,18 by president's surrogates, what became an actual event with the radio and TV speaking heads. When some new public policy is starting, president who is set by his assistants can allow his face going on screen. He can do it in many ways, from the simplest occasion for photographing to a one-on-one 19 dialog with a big media face. It is propounded that spin-doctors are experts for public events, camera and body speech as well.
18 Beltway is highway which surrounds urban downtown; very often is used for highway around Washington D.C., but and figuratively for segregate political and social world of The White House. 19 John Street (2003): Masovni mediji, politika i demokracija , FPZ, Zagreb, p., 163.
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Michael Shea, Quinn Elizabeth II ex-spokesman, in his book Spin-doctor20 describes a performance of British minister of health on television. He was observed by government's spin-doctor Mark Ivor. He communicated with Rick MacLean (...) I haven't seen how he acted on press conference. That is very important. How he actually behaved, how he confronted with questions, how he relaxed journalists, how he made them laugh and especially, how he presented his states. That would raise him up or break down, and his party of course. ... His policy...would be very little interesting. Five minutes. Lasting by this I think much longer than evening news or tomorrow's first newspapers that means how he says things that he is supposed to say, and not what he would say, that would be important. ...He is coming. Watch him Rick. Evaluate him with marks up to ten: for suit, style, timing, answering hard questions skill, ability to keep auditorium interested and benevolent. Forget about the essence. A media reaction to what he would say that is the key. Trust me. He needs to sell it like a soap. ...But journalists know what he did for health service. Historical... Many of journalists from history only remember who paid them the last drink. ...Half an hour later when minister stud up to leave the hall, he was surrounded by bunch of journalists. Ivor turned to Maclean. ... How did you evaluate him? Maclean looks at the notebook which Ivor hold in hand. A six for the whole performance. A seven for suit and style, a five for answers and timing. Only a three to four for keeping auditorium awake. Boring, actually. And a content? I didn't catch too much. So? Can you change him if you would be his image advisor? I would make him stop playing with coins while he is speaking. And the whole time he was talking to his breasts.
20
Michael Shea (1996): Spin doktor, Knjiga trgovina, Zagreb, str. 100-101.
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Michael Shea in order to conjure up ''the power'' of spinning in his book describes an extremely unethical, almost brutal and unscrupulous example of spin doctors' work. In his novel that exactly describes internal political conflicts, minister in Government finds himself in a love affair, which could be very destructive for his career. Media have offered a girl, involved with the minister, a certain sum of money to bring details of their relationship to public. ''The only'' way ''to get out'' of the whole thing was to hire an expert for manipulative communication. According to Shea, this assignment could only be done by a spin-doctor who believes that there exists a proven facts; irrefutable fact; media facts; created facts. ''Facts'' can be created. Media demonize, or trivialize, or create sensations on ''facts''. Everything that we need to do is to find connection where anything exists. Bingo. The fact is 21 born. The story about spinning this case finishes so that the media publish short report from Bangkok. ''One more British girl had been arrested when she tried to bring drugs into Thailand. Her companion, journalist, claimed that he met her in an airplane. He was free to go after couple of hours. Nobody, even Nigel Dempster, connected the story. After long time they realized who was the girl, but life goes on and media are shifty: they buy cheap stories, but then they have very little sympathy for one who sings''.22 After this example moralists could easily ask the question: Are spin-doctors human beings? If they would ''ask'' Mark Ivor he would have said without a doubt ''spin doctors are spin doctors''. In his book Spin Cycle (1998), Howard Kurt describes life ''peoples from darkness'' spin doctor's who are in The White
21 22
M. Shea, p. 8. M. Shea, p. 12.
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House. On an example of Hilary Clinton, Kurt describes a power of White House' spin-doctors. President Clinton and his wife Hilary were on a world tour in a year 1996. Madam Clinton wasn't very interested in giving interviews and she kept journalists far away from her airplane. Although she kept the distance, lastly she indulged journalists and decided to give interviews to two journalists who were invited to join her in a small space of her car. Unprepared and uncomfortably seated, journalists listened Hilary telling her short review on social reforms. A female journalist noticed that madam Clinton, while talking about her responsibilities, used a phrase formal roll, and she interpreted that as an intention of the first lady to resume prominent place in Clinton's administration. When an article with a headline ''Hilary again revealed'' was published, The White House reacted immediately, disproving that madam Clinton ever said what was wrote in the article. Spin-doctors ''destroyed'' the article. Even when journalist listened again a tape and proved that her report was right, White House spokesmen continued to disprove the story. Later, when ''disgraced'' journalist met Hilary again, the first lady said: ''Don't worry...Your story was right. (J. Street, page 126). As J. Street says political news are very rarely simple politicians' and journalists' product, they are, actually, pranks created by many middlemen. Another story on Clinton shows the power of spin doctoring. It was published by Wilcox, P. Ault, W. Agee and G. Cameron.23 The president Clinton was second president in American history to be impeached by the House of Representatives of the US Congress and set free by the US Senate. Throughout the 1998, media were crammed with Clinton/Lewinski scandal, why the President was forced to a legal and public relations
23
D. Wilcox, P. Ault, W. Agee i G. Cameron: Esentials of Public Relations, 2000, p. 17-20.
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defense while the main events were taking their course: 1) Independent lawyer Kenneth Starr carried out the process in front of the Grand Jury and presented the Congress a report of 445 pages; 2) The Congressional Court Council has carried hearings out; 3) the House of Representatives of the US Congress, in a very emotional and partial debate, has confirmed two of four points of impeachment accusing the President of laying under oath and obstruction of justice. The saga has began when the President Clinton witnessed under oath on January 17, in the case of sexual harassment of Paula Jones, that he never had an affair with Monica Lewinski, former novice at the White House. In August, after Lewinski's confession in front of the Starr's Grand Jury that she have had an affair, and after the DNA analyses has confirmed traces of Clinton's semen on one of her dresses, in the public address broadcast nationwide the President confessed an inappropriate contact and expressed his regrets because of the misleading of the American public. During the year legal and Public Relations advisers of the White House have often argued about the right way to address legal aspects and shape the public opinion. Legal advisers have advised Clinton to be silent as long as possible, because any admission of guilt could be used by the prosecutor in a case of impeachment, or could expose the President to a further criminal liability after his leaving the office. Clinton's Public Relations advisers, on the other hand, claimed that a silence about everything could prolong the problem claiming that the Americans could much easier forgive him a sexual misdemeanor than laying about it. And really, many Public Relations experts have told that Clinton has made a Public Relations mistake by not confessing
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The affair until August. Lynn Morgen, the Morgen-Walke Association director said: Clinton should have confessed the affair much earlier and would have achieved other things. Betsy Nichols, the Director of Nichols & Co. said: People wanted to forgive him but his speech (in August) on Monica Lewinski was not sincere. Aviva Diamond, the President of Blue Streak Inc., a company specialized in media has expressed her opinion that Clinton has violated at least for PR axioms: 1. to be honest, 2. not to be defensive, 3. not to ruin the public faith, 4. to apologize fast, sincerely and completely. In an article 'Tactics of Public Relations', Diamond concluded: What really hurts the public is laying, an impression of being manipulated, a feeling that they cannot trust the highest elected officials. It's a classic example for companies' CEOs as well as for politicians. But Carole Gorney, the Lehigh University professor and PR expert was less convinced. In an article published in PRSA's Strategist she expressed her opinion that Clinton's silence was probably the best way of conduct from legal and public relations point of view. She cited a fact that the President had a high level of backing during the scandal. (One survey showed a backing of the President with high 73% soon after the Congress has started the impeachment procedure.) The White House, after all, has used a number of public relations strategies during the year in order to gain public support for the President. Here are some of strategies and tactics used:
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Kenneth Starr as villain the White House spokespersons, the President and Hillary Clinton have criticized Starr as fanatic right-winger, whose sole mission in life was to impeach Clinton. In the beginning of the year, Hillary Clinton toured national morning TV talk shows defending her husband and criticizing Starr for his witch hunt. In his speech of acknowledgment of inappropriate contact Clinton has criticized Starr for interfering private lives and 40 million dollars spent in a 4-year attempt to discredit him. The point was to refocus public attention from the President's felony to errors in the legal process. By acting presidentially Clinton continued to act presidentially and as a supreme commander of military forces. He talked about a robust economy and offered new initiatives in health care, education and social services. He immediately ordered military actions after terrorist attacks on American Embassies in Kenya and Tanzania, and even ordered air strikes against Iraq in the night of his impeachment procedure. He often gave statements with an American flag in the background and with presidential seal in a visible place on the podium a visual appeal on patriotism. The widest support the White House operatives were inviting citizens to petition their congressional representatives against the impeachment. A Californian on-line organization called Censure and Move On submitted 300.000 signatures to the Congress against the impeachment, collected through their web site. Another organization, a liberal People for the American Way aired radio jingles in order to oppose conservative groups and guests in their talk shows supporting the impeachment. A support of media editorial staff Sympathetic columnists
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and editorial writers were engaged as a third party support. Lars-Erik Nelson, a New York Daily News columnist has wrote: The worst of all is Starr's hypocrisy, that insisted on putting this pornography into our history books. Fast answer to Starr's report the White House has issued a big denial of Starr's report, on a same day as Starr's report. This step helped diminishing the impact of Starr's claims. Elections as a referendum Luck of the President Clinton, especially in gaining support of the Democratic Party, has grown when Republicans have lost seats in the Congress, and Democrats gained. Traditionally, the presidential party loses seats in the mid of the mandate. Although, the gain was not substantial, educated people have seen elections as the main refusal of the Republicans' strategy of impeachment, while Newt Gingrich even resigned the position of the Congress speaker. The President Clinton also promoted elections as a manifest of the public against the impeachment. A use of distinguished leaders In a joint letter to New York Times former presidents, Jimmy Carter and Gerald Ford, proposed Clinton to be sentenced by bi-partial vote in the US Senate in order to avoid a long case that could lead to further division in the country. In general, the faith of the President Clinton may have been dependant only on the efficiency of the strategies of his spin doctors and public opinion. Media coverage was also an important factor. As the title in the main daily newspaper said: Clinton saga has mesmerized the public and media. For intellectuals, the drama is over. One of distinguished and influential spin-doctors today is Alistair Campbell, the press secretary to the British Prime Minister Tony Blair. British media consider him sometimes
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more influential than his boss. It is believed that he had a prime role in manipulation and forging of secret service data on Iraq nuclear weapons, which served the Prime Minister Blair as a reason to join the coalition with USA against Saddam. It has appeared later that the data were fabricated with Blair's spin doctor having a major role in it. There is a number of cases placing Campbell in the centre of political decision-making within the UK's Labour party government. Due to such influence media have asked the public, who runs the Great Britain, Tony Blair's government or his adviser Alistair Campbell? When Tony Blair gives TV interviews, Alistair Campbell sits always in his eyesight, whispering him key words for his answers. As a former tabloid journalist, he instinctively knows what media want and expect. He has been pointed as an author of the slogan New Labour New Britain; even the Blair's sound statement after Diana's death, about her being a folk's princess was born first in a mind of Alistair Campbell. It is, in a TV era more and more important, skill to come up with soundbite a short phrase which would, repeated frequently on a TV and in the press, echo sound and loud. Campbell is actually a real spin doctor an adviser in charge of public presentation of political decisions. His official title is 'press secretary' a role known for a long time in most of democratic systems. But, increasing speed and number of media has forced modern politicians, especially in the USA, to name specialists that would advise them on how to adjust their policy and statements for media to disseminate them in most favorable way. These advisers also control a spin of every issue in a way to project a wanted picture.24
24
Jasna Zani Nardni: His Majesty media manipulator, www.vjesnik.hr
EVERYBODY CAN KNOW, (BUT) IS IT A TRUTH?
In an article His Majesty media manipulator J.Z. Nardini brings more details on media power of Alistair Campbell. She writes: Blair's 'spin doctor' has reached his peak during the Kosovo crisis. Three weeks after the beginning of air campaign, near Djakovica, NATO has bombarded a convoy with Albanian civilians. While the World media demanded explanations, NATO media machinery has completely failed, giving late and scarce answers. Only five days after the incident, NATO has finally admitted its airplanes did it. An incident near Djakovica proved that NATO's media operation was its Achilles' heel. The NATO spokesman Jamie Shea found out about the incident from a journalist that phoned him from Belgrade, and the NATO Commander Wesley Clark by watching CNN. Some governments, especially Social democratic coalition in Germany were becoming nervous because of domestic public opinion. Another similar debacle in public relations could easily lead to political consequences extremely dangerous for NATO's accord. When this became clear, Tony Blair, in accordance with Bill Clinton, has sent Alistair Campbell to Bruxelles in order to coordinate NATO media presentation. Campbell called his colleagues in Bonn, Paris and Washington, asking them to send him their best men. Still in Eurostar train to Bruxelles, he drafted a scheme for a new NATO media operation. He envisaged a number of
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Everybody can know, (but) is it a truth?
departments, one of which was to deal with reactions to Tanjug's disinformation; another was to produce soundbites for NATO officials and spokespersons. Third department was covering views of different defense experts in TV interviews. Fourth department, called article factory was to compose articles to be published under name of NATO officials in their national press. Realizing Campbell's efficiency, General Wesley Clark later admitted that in propaganda war one has to say truth as fast as possible. But there is a need for a couple of smart people to tell you which part of the truth you need. When he later visited Bruxelles, Campbell obtained unique permission for staying at Clark's castle in Belgium. After finishing the business with NATO, once again Alistair Campbell received a call to come to Bruxelles, this time his duty was to help new European Commission (after the previous one resigned after a series of scandals). People like Campbell, have become a common part of the political scene in the US, and are now becoming increasingly important on this side of the ocean. These clever media manipulators are not necessarily up to everybody's taste, but their presence is ever more visible especially with media becoming faster and more aggressive. Due to that fact every serious politician will soon be forced to hire his Campbell, which is why Alistair Campbell as a key gear of the 25 government is one of most powerful man in the UK. Bernard Ingham, Public Relations adviser to the former UK Prime minister Margaret Thatcher, said for the British New Statesman that Alistair Campbell and Charlie Whelan (Press secretary to the Minister of Finances Gordon Brown) are 26 intimidating journalists, rewarding and punishing... When Bernard Ingham talks about A. Campbell and C.
25 26
Jasna Zani Nardni: His Majesty media manipulator, www.vjesnik.hr J. Street, p. 127.
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Whelan, it is about highest cynicism which characterizes spin doctors. So, B. Ingham was Margaret Thatcher's Public Relations adviser. Although the position is a state official job, Ingham has raised his position to a political level. He has been chairing the Council of Press Secretaries, the body composed of higher public relations officials at the Whitehall, coordinating the Ministry's news management. According to some analysts, by the end of the Thatcher era Ingham has become de facto the Minister of Information, instead of a neutral public official. As such, as B. McNair (2003) writes, he orchestrated and directed Government's communications in accordance with interests of his government and the Prime minister, instead of the general public interest. When, for example, Margaret Thatcher would wish negative information on ministers that lost her sympathy to leak to the media, she would have used Ingham and lobbying system, convinced that nothing said during the briefings could be addressed to her personally. One of such ministers (Nigel Lawson) has explicitly accused the Government and Ingham of using the black propaganda.
THE POWER INCLUDES A SKILL OF ENFORCEMENT
A bombing attack in subway in Madrid is an incident which gave spin doctors and the Prime Minister Jose Maria Aznar a lot of work with media. Aznar personally influenced journalists to insist with ETA thesis, Aznar criticized for alleged media manipulation, are just a couple of headings pointing to the spinning of the whole situation. Trade unions of the Spanish new agency EFE have accused Miguel Platon, Editor-in-chief of the agency of censoring of information on the bomb attack in Madrid in order to help Jose Maria Aznar's government. Union traders state that Miguel Platon has implemented a regime of censorship and manipulation by suppressing information on possible involvement of Islamists in the attacks in order to give support to the Government's accusations of Bask separatists. Former government has accused the Bask separatist organization ETA, inspite of firm evidence pointing to Islamist terrorists. Then it undertook everything to make sure domestic and foreign media would disseminate its ETA theory. Under direct orders by the editorial staff journalists had to hold back information pointing to a possible involvement of Islamist terrorists. The EFE spokeswoman Ana Vaca de Osma denied such accusations, saying it was a lie. It is untrue that EFE has censored and denied information on the attacks of March 11, says EFE statement. On the internet edition of Barcelona daily El Periodico, its
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Editor-in-chief Antonio Franco claims that the Prime Minister Jose Maria Aznar has personally phoned several editors from Spanish media insisting on a fact that beyond any doubt ETA was responsible for bloody bomb attacks in Madrid. Franco took first Aznar's call immediately after he publicly, in a Spanish national radio talk show, said that there were two possible suspects: ETA and Al-Qaeda. You shouldn't have any doubts, it's ETA, said Aznar in a first phone call, during which he also mentioned preliminary elements of investigation and evidence, writes Antonio Franco. Second Aznar's call came in the evening, after Angel Acebes, the Minister of Interior during the press conference, very anxiously, insisted on ETA theory. Aznar than told me not to full myself, and again said that ETA was responsible for the massacre, writes Franco. The attack took place in the eve of parliamentary elections, which is why the government tried to stop spreading uneasiness in a search for possible suspects. But, it didn't help. Opposition Socialists have, unexpectedly, won the elections. Still, complaints of media manipulations resisted. Aznar still denies all these evidence as unsustainable. A spokesman stated that the government did not either lie or manipulated, and did not withhold information. He said that phone calls to the media were mere transparency exercise. Lie, manipulation, censorship these are words used by Spanish journalists in a debate on media freedom in Spain, while the new Spanish Prime Minister Zapatero declares to free Spanish media from the government influence. Foreign media too, detested the government's affecting journalists. Lutz Tillmanns, a head of the German Media Council, whose main task is a protection of the media freedom,
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The power includes a skill of enforcement
says he couldn't even imagine such incidents to happen in Spain. Former Prime Minister Aznar personally contacted media to convince them in ETA's blame. Based on a fact that Chief Editors of the national media have actually obeyed these orders, Tillmans concludes: ...that obviously a dependence and closeness between politics and media is much higher than it was imaginable. I have to put question on independence of media and journalists' work here. If we get back to spin doctors' promised land, USA, an example of Newsweek once again confirms ruthlessness of spinning. American media was shocked by big crisis stirred up with the article on impertinence of Kuran published in Newsweek. Reactions came not just from numerous countries, but from the White House itself. Unlike previous scandals, whose sole 'victim' was journalism itself, the last one caused 15 dead in mass protests in Afghanistan. This again proved terrifying power of media, as well as problems with journalism under pressure of spin doctors. When Newsweek editors published information on heavy violation of human rights in Guantanamo prison, they were celebrating. They had another big news. Their report was the global exclusive, and it claimed that American investigators at Guantanamo prison have flashed Islam holy book into toilettes in order to force prisoners to talk. Only 24 hours later, the situations dramatically changed. Influential American weekly has become the main scapegoat for bad reputation of America, especially throughout Islam world that accepted the report as the ultimate truth. Anti-American spark was lit in Pakistan when their cricket
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legend Imran Khan has called for press conference and read Newsweek's article, saying that Pakistani President Pervez Musharaf accepted American insults. Khan himself was known as Musharaf's critic, but this time he was joined by Pakistani clerics. When the news was broadcast by radio stations in neighboring Afghanistan, unrest began resulting with at least 15 dead. Soon, Palestinians from Gaza strip have risen, while the biggest protest was organized in Indonesia. When the White House joined the pressures, Newsweek's editorial staff was forced to apologize since the anonym source, an American government official claiming he has found about the impertinence from the military report, finally stated he wasn't sure anymore. But, an apology was not enough to the Bush administration, which requested Newsweek's editorial staff to take part in the action of improvement of an American image in the World. Although several American media had to apologize for their journalists, an influence of the American authorities on printed and electronic media is questionable. Washington had to stand the hardest criticism due to infringement of freedom of media in a case of journalists covering movements of the American army during the 'liberation' of Iraq. Remember a movie Wag the Dog (1997). When the President of the USA finds himself in a middle of sex affair just two weeks before elections, it is obvious his chances to be reelected are very slim. Before the incident causes irreparable damage, a mysterious fixer, president's adviser is called to the White House. Spin doctor with undisputable reputation, able to manipulate politicians, media and, most importantly, American people, has to solve the problem. He knows the only way out is
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a news bigger than sex scandal, a news that would redirect media attention. Spin doctor that contacts a Hollywood producer to help him draw attention to bigger and more important thing together they stage a fictional war with Albania which will be ended by the president's heroic action. In old times, the president would simply attack another country. In modern, advanced technology times, everything is much 'cleaner'. Everything could be pulled out with a use of special effects and with a help of mass media. And of course, if the war is on TV, than it must be the truth! President's advisers give several vague pieces of information to the media, present TV stations with images of war produced in a Hollywood studio; they record emotional songs calling for patriotism and create fictional war heroes. All media broadcast an image of young Albanian girl running with a cat in her arms across the burning bridge in her destroyed village. But in fact, it is just a young actress holding a pack of chips, running round the studio. Wag the Dog is a comedy on truth, justice and other special effects. But still, the movie contains enough truth for the public to ask itself, next time watching a news broadcast, what is truth and what is a mere fiction. Since it is a thin line between politics, media and show business, when a movie producer and spin doctor join forces, everything is possible. They create facts, they make news, they can make public to believe anything. Spin doctors are experts in bridge technique (telling what you want and not what you have been asked). In a cited book Spin doctor by M. Shea,27 the main character, Dr. Mark Ivor takes part in a TV talk show. The subject of the show is whether
27
M. Shea: Spin doktor, Knjiga trgovina, Zagreb, 1996, p. 198-200.
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good communication skills are necessary for the leader. A discussion was focused on professor Rothwell and Ivor. The first claimed that substance was most important factor for a political leader while the way things were said had insignificant or no importance at all. This enabled Ivor to impose his favorite subject: Of course, the content is important, but too many populist leaders have a gift of speech without been able to communicate, to express their opinion. There are too many 'wet finger' leaders ready to follow instead of lead, watching the flow of the wind before taking action. This gave professor Rothwell an opportunity to begin with what he was waiting for. Dr. Ivor has a lot experience with weak, opportunistic leaders. I won't name and accuse them. You know who they are. The hosts immediately pick up that insinuation regarding Ivor's past connection with the Prime Minister. Did the Prime Minister she asked spend a lot of time on his image? Or he accepted basic political parameters? Ivor generalized the answer not even mentioning his former client: Leaders tend to become icons, prisoners of their own reputation. Up close they are just ordinary men and women doing best they can. They are often elected not because they ability to lead... saying this directly to the camera but because of their skill to read their role well. They have to be actors. Look President Reagan. If they can act their sincerity, they can act anything. Others in the studio courteously smiled. Image makers have programmed too many political leaders to look great. Friendly smile, firm handshake, those are as important for leadership almost as much as politics
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Itself. An illusion and reality, a triumph of packaging over substance. A lot depends on a team that stands behind the leader, doesn't it? the professor would not give up. Sure. Even the great ones need a support. Good trainers. You see these people as trainers? professor was persistent. In a way, yes said Ivor cautiously. Trainers that schedule the leader's time, his approachability, advices he gets, materials he needs to read before his meetings. They evaluate his statements, take care that he doesn't misunderstand a production of press statements as a sign of his greatness. A censorship? asked a journalist. Getting rid of the unnecessary. Invisible puppeteers? Said a journalist. Ivor reacted immediately. Only a few leaders are somebody's puppets. They don't last long if they are. Some people say that spin doctors, as Americans call them, write all materials and conduct. They have only one interest: to keep their leader in power. To keep others opponents out. Professor Rothwell took his best academic look straight into camera. There are to many legal acts in this country to let such situation last long said Ivor. There are always power groups outside eagerly waiting for some adviser to enter... The show went live. The professor may have been talked into that since the ratings were going up. Everything suddenly became personal. The host didn't move a finger to stop him.
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Did they get rid of you in such way, dr. Ivor? We heard that Lord Shand and other 'party eminences' have stabbed you in a back. Everybody looked at Ivor, waiting for his reaction. He was aware of tensions in front and behind cameras in the studio. Will he explode? That would be a real show. But Ivor was ready. I expected you to move in this direction, professor Rothwell he smiled I always say to my clients to be aware of barbed wire that hosts are trying to wrap around them. I also keep telling them that during questions and answers meetings they never take care of answers. Questions are important. We are waiting said the professor.Ivor knew that the producer and the audience are waiting for statements to produce headlines. Discretion, on the other hand, wouldn't help the press, but would be a hint to those he spared that nothing was changed. A loyalty prevailed. Wait professor. I'm sure the audience would agree with me that you wouldn't give your trust away. Classified things are not been revealed. The question is inappropriate, but I would say that the one who controls the door to the power controls the power itself. But... Ivor turned around in his chair and smiled to the host. But I've been talking too much. I'm sorry. What else could the host do but to lead a discussion in other direction. Examples of spin doctors' activities are numerous. They are accused of the abuse of media, punishment of journalists, manipulation, propaganda, etc. Meanwhile, they claim they only accelerate a process of dissemination of news and information. Journalists have depicted their relationship as a part of journalists' job is to keep their ears pricked up at them. Nonetheless, not trying to get the ultimate truth, if one can
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trust a saying where there's smoke, there's fire, it is most probable that spin doctors manipulate, but they also accelerate a process of dissemination of news and information.28 Spin doctors constantly teach their bosses to think mediawise and to understand that perception is everything. In M. Shea's book The British Ambassador this is well depicted in a dialogue: Perception is everything said the Secretary of State, lowering his voice while engine of the jet was slowly stopping. We have to put effort into getting good headlines, Martine. We will go through difficult issues behind the close doors. Something will leak anyway. Milner shook his shoulders. Of course it will. But if we keep smiling in front of cameras, handshaking and keep being polite at dinner parties, everything would eventually evaporate. The image is important... Think mediawise. Everything was subordinated to media, all directed into public consumption. Politicians waste their times on their audience instead of coping with a problem. Many of them look as if they have no idea what they are talking about, since their speeches are being prepared by their staff. And if you go to a TV station, as I have been at least three times this week, you will see them coming to a studio with their teachers, practicing their speeches before they face cameras. There is no spontaneity, a preparation is everything.
28 A legend of American journalism, Dan Rather has to accept early retirement because of publishing incorrect information on the President George W. Bush's military service. New York Times took the hardest blow, which had to publish four pages of apologies because of lies and misinformation of its journalist Jason Blair. The only national daily, USA Today, also had to fire its editors because of misinformation of its journalist Jack Kelly. The biggest media affair took place in the 80-ties when the Washington Post journalist Janet Cooke even received the Pulitzer Prize for an article on eight years-old boy, a heroine addict that never existed. Not even European media is immune from manipulation. A case involving Sky News is well known, when the station falsified shots of missiles been launched from the submarine to targets in Iraq. It was later discovered that shots were made in a harbor before taking off. Sky was fined with 50,000 pounds. A journalist James Forlong hanged himself.
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At the end, it should be said that spin doctors do not act only within boundaries of the party or government policy. Almost all organizations, from leading businesses to most radical social movements, hire experts to sell them to the media. They don't have to call themselves spin doctors, they could be PR experts or spokespersons, but their job is, roughly said, the same: to make sure that media coverage of their organization or their client is what they would want it to be.
SPIN DOCTORS IN THE REGION

From the point of view of the regional political arena, it can be said that there are spin doctors and spinning activities. Or, as an analyst would say it's not that it's there, but it's not that it isn't. Spinning can be recognized in spokespersons' daily activities, PR offices, advisers, etc. But, the term spin doctor belongs barely belongs to our lingual culture and expression. This is the reason why this term stays unknown on domestic political and media scene. When it is said that there are doctoring activities, this assertion must be viewed through our undeveloped system of public relations. Surveys show that public relations are still undeveloped in the region, meaning that even some political parties and state institutions do not have PR office. Numerous public enterprises, business corporations, banks, insurance companies, film and music stars do not hire persons in charge for communication and media strategy. Another issue is a quality of staff performing public relations duties. There are no public relations studies, nor postgraduate studies. Only few universities have public relations course, which is not enough to form public relations experts. When and how public relations will develop in the country depends not only on schools and programs on public relations but on the awareness of its importance as well. Though things are happening, but not enough and not fast enough.
A CONCLUSION
A phrase spin doctor is relatively unknown in our political practice. As we saw, spin doctors are persons in charge for creation of favorable public perception of politicians or political party. We have seen an essence of spin doctoring in a definition of the phrase itself. To spin means to give news or an event a favorable emphasis or interpretation, to bend information in your favor. To doctor means to fabricate, to fix (data, images, etc.). From the implementation of this technique's point of view, it is a fact that spin doctors (spokespersons) act as in an area of politics (political communications) so in an area of public relations and corporate organizations. So, spin doctors today do not only act within boundaries of the party or government policy. Almost all organizations, from leading business enterprises to most radical social movements, hire experts to sell them to the media. They don't have to call themselves spin doctors, they could be PR experts, spokespersons or advisers, but their job is, roughly said, the same: to make sure that media coverage of their organization or their client is what they would want it to be. Spin doctors are often accused of manipulation, intimidation, of abusing the media. They defend themselves by claiming they only accelerate a process of dissemination of news and information. However, spin doctors are our reality; examples of their power are abundant. Suppressing of their influence, according to John Street, is not only a matter of strengthening of journalism muscles, but wider trends causing changes in the media should be reconsidered as well.
LITERATURA - A LITERATURE
:: Ailes, R. (2004): Poruka to ste vi, Libera Editio, Zagreb. :: Bartle, J. i Griffiths, D. (2001): Political Communications Transformed, Palgrave Pub. :: Black, S. (1997): Odnosi s javnou, Clio, Beograd. :: Bivins, T. (2005): Public relations writing, McGraw Hill, Boston. :: Bogdani, A. (1996): Komunikologija, Radnika tampa, Beograd. :: Cutlip, S., Center, A., Broom, G. (2003). Odnosi s javnou, Mate, Zagreb. :: Davis, A. (2005): Public Relations od A do Z, Adizes, Novi Sad. :: Denton, R. Woodward, G. (1990): Political Communication in America, Prager, New York. :: Dominick, J. R. (1993): The Structure of the Public Relations Industry, to: The dynamics of mass communication, McGraw Hill, inc., New York. :: Edelman, M.J. (2003): Konstrukcija politikog spektakla, FPZ, Zagreb. :: Fawkes, J. (2002).: Public Relations and Communications u: The Public Relations Handbook, Routledge, London and New York. :: Gregory, A. (2001): Politic relations and menagement, u: A. Theaker (ed.) The public relations Handbook. :: Heywood, A. (2004): Politika, Clio, Beograd. :: Huggins, R. i Turner, J. (2002): Uvod u politologiju, FPZ, Zagreb.
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:: Kotler, Ph. (1994) : Upravljanje marketingom, Informator, Zagreb. :: McNair, B. (2003): Uvod u politiku komunikaciju, FPZ, Zagreb. :: Nardni J. Z.: Njegovo velianstvo medijski manipulator, www.vjesnik.hr :: Plenkovi, M. (1983): Teorija i praksa javnog komuniciranja, IIB, Zagreb. :: Reardon, K. Kethleen (1998) : Interpersonalna komunikacija, Alinea, Zagreb. :: Samorville, I.: (2001): Politic relations, politics and the media, u: A. Theaker (ed.) The public relations Handbook. :: Sapunar, M. (2004): Osnove znanosti o novinarstvu, ITG, Zagreb. :: Shea, M. (1996): Spin doktor, Knjiga Trgovina, Zagreb :: Street, J. (2003): Masovni mediji, politika i demokracija, FPZ, Zagreb. :: Skoko, B. (2004): Hrvatska, identitet, image i promocija, K, Zagreb. :: Smith, P. (2002): Marketinka komunikacija, Clio, Beograd. :: Smith, C. A. (1990): Political Communication, New York. :: iber, I. (2003): Politiki marketing, Politika kultura, Zagreb. :: Tomi, Z. (2000): Izborni marketing, Sveuilite u Mostaru, Mostar. :: To m i , Z . ( 2 0 0 5 ) : O s n o v e p o l i t i k o g komuniciranja, PK, Mostar. :: Tomi Z. (2004): Spin doctor, Motrita br. 31., MH, Mostar.
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Literatura - A literature
:: Tomi Z. (2004): Glasnogovornici i novinari(ne)prijatelji?, Polis-FPN, Sarajevo. :: Tomi, Z. (2002): Teroristiki odnosi s javnou. Motrita br. 33, Mostar. :: Tomi, Z. (2000): Komunikologija, Beograd. :: Trowler, P. (2002): Komunikacija i mediji, u: M Haralambos i M. Holborn Sociologija, Zagreb. :: Veri, D. i dr. (2004): Odnosi s medijima, Massmedia, Zagreb. :: Vreg, F. (1991): Demokratsko komuniciranje, FPN, Sarajevo. :: Vreg, F. (1990): Demokratino komuniciranje, Ljubljana. :: Vreg , F.(1990): Politiko ubeivanje i politiki marketing (zbornik radova Politiki marketing), Beograd. :: Watts, D. (1997): Political communication today, Manchester University Press, Manchester, New York. :: Welch, J. i Welch, S. (2005): Kako pobijediti, Naklada Zadro, Zagreb. :: Wilcox, D. Ault, P. Agee W. i Cameron G. (2000): Esentials of Public Relations, New York. :: www.vjesnik.hr
CIP - , 32.019.5 659.443/.446 K, Spin doktori : medijski manipulatori / Vinja Kneevi. Izd. - Banja Luka : Littera, 2006 (Banja Luka : Mikro knjiga : Mikro print). - 103, 104 . ; 21 . . . - 300. . : . 100-102. ISBN 99938-49-08-1 ..: , MFN=003373 Winisis=

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VINJA KNEEVI

SPIN DOKTORI SPIN DOCTORS

Vinja Kneevi SPIN DOKTORI - medijski manipulatori

Littera Banja Luka 2006

Spin doktori - medijski manipulatori

B. McNair: (2003): Uvod u politiku komunikaciju, FPZ, Zagreb, str. 19.

Spin doktori - medijski manipulatori

RAZVOJ ODNOSA S JAVNOU

Razvoj odnosa s javnou

Spin doktori - medijski manipulatori

S. Black, str. 121. S. Cutlip et al., str. 130.

Razvoj odnosa s javnou

S. Cutlip et al., str. 132. S. Cutlip et al., str. 135.

Spin doktori - medijski manipulatori

S. Cutlip et al., str. 108.

MODELI ODNOSA S JAVNOU

Spin doktori - medijski manipulatori

S. Cutlip., et al., str. 117.

Modeli odnosa s javnou

Spin doktori - medijski manipulatori

DEFINIRANJE ODNOSA S JAVNOU

Spin doktori - medijski manipulatori

Definiranje odnosa s javnou

Spin doktori - medijski manipulatori

Spin doktori - medijski manipulatori

A. Davis, str. 193.

IRENJE VIJESTI ILI MANIPULACIJA?

irenje vijesti ili manipulacija?

Spin doktori - medijski manipulatori

irenje vijesti ili manipulacija?

M. Shea, str. 8. M. Shea, str. 12.

Spin doktori - medijski manipulatori

irenje vijesti ili manipulacija?

Spin doktori - medijski manipulatori

irenje vijesti ili manipulacija?

Spin doktori - medijski manipulatori

irenje vijesti ili manipulacija?

Spin doktori - medijski manipulatori

Jasna Zani Nardni: Njegovo velianstvo medijski manipulator, www.vjesnik.hr

SVI MOGU ZNATI, (ALI) JE LI TO ISTINA?

Spin doktori - medijski manipulatori

Jasna Zani Nardni: Njegovo velianstvo medijski manipulator, www.vjesnik.hr

Svi mogu znati, (ali) je li to istina?

J. Street, str. 127.

VLAST UKLJUUJE SPOSOBNOST PRINUDE?

Vlast ukljuuje sposobnost prinude?

Spin doktori - medijski manipulatori

Vlast ukljuuje sposobnost prinude?

Spin doktori - medijski manipulatori

Vlast ukljuuje sposobnost prinude?

M. Shea: Spin doktor, Knjiga trgovina, Zagreb, 1996, str. 198-200.

Spin doktori - medijski manipulatori

Vlast ukljuuje sposobnost prinude?

Spin doktori - medijski manipulatori

Vlast ukljuuje sposobnost prinude?

SPIN DOKTORI U REGIJI

Spin doktori - medijski manipulatori

Littera Banja Luka 2006