Spin Doktori PDF

VINJA KNEEVI
SPINSPINDOKTORI
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 potencijal 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.
3
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.
10
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

11
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.
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
13
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.
14
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.
15
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.
Faza manipulacije
2.
Faza informacije
3.
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.
17
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
18
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
20
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;
21
::
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;
22
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.
23
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
24
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?
15
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
::
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.
16
26
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
Clintonova 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.
27
19
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
John Street (2003): Masovni mediji, politika i demokracija , FPZ, Zagreb, str., 163.
Michael Shea (1996): Spin doktor, Knjiga trgovina, Zagreb, str. 100-101.
28
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.
29
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.
30
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
31
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
32
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
33
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
34
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
35
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
24
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
37
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
25
Jasna Zani Nardni: Njegovo velianstvo medijski manipulator, www.vjesnik.hr
38
Svi mogu znati, (ali) je li to istina?
26
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.
26
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,
40
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
41
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
42
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
43
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.
44
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.
27
M. Shea: Spin doktor, Knjiga trgovina, Zagreb, 1996, str. 198-200.
45
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
46
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
43
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.
48
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.
51
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
55
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.
56
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
58
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
59
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.

60
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

61
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.
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
63
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.
64
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
65
public relations went through three developing phases:

1.
Manipulation phase
2.
Information phase
3.
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
67
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
68
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
70
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;
71
::
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;
72
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
73
13
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
74
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,
15
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
76
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.
77
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.
78
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.
79
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.
80
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
81
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:
82
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
83
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
84
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
86
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.
87
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
89
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,
90
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
91
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
92
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.
93
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
94
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.
95
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
96
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.
97
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.
101
::
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.
102
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.
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Wilcox, D. Ault, P. Agee W. i Cameron G. (2000):
Esentials of Public Relations, New York.
::
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..: ,
MFN=003373
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VINJA KNEEVI

Spin doktori - medijski manipulatori

Izmeu ideje i stvarnosti, izmeu kretanja i ina pada sjena

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

Javni nastupi prilagoeni su vie ekranu nego neposrednoj

Spin doktori - medijski manipulatori

RAZVOJ ODNOSA S JAVNOU

Odnosi s javnou pojavili su se u Americi tijekom Amerike

Razvoj odnosa s javnou

tiskovni agenti za najvei mogui broj klijenata, te najveu

Spin doktori - medijski manipulatori

osjeaji identifikacije i profesionalizma.

S. Black, str. 121.

Razvoj odnosa s javnou

istraivanjima da bi savjetovali menadment i kreirali

S. Cutlip et al., str. 132.

Spin doktori - medijski manipulatori

stranakog sustava u Americi, bio je John Beckley iz drave

S. Cutlip et al., str. 108.

MODELI ODNOSA S JAVNOU

Povijesno gledano, razvitak odnosa s javnou prolazi kroz

model tiskovne agenture,

Zbog vanosti razumijevanja odnosa s javnou kratko

Spin doktori - medijski manipulatori

njihovo djelovanje postajalo je sve bezonije. Bilo je logino

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

Modeli odnosa s javnou

predavaa na prvom kolegiju odnosa s javnou na

Spin doktori - medijski manipulatori

Kroz krai osvrt na povijest i modele odnosa s javnou,

Faza meusobnog razumijevanja.

DEFINIRANJE ODNOSA S JAVNOU

Kad govorimo o treoj fazi, fazi meusobnog

Spin doktori - medijski manipulatori

Za Sam Blacka (Odnosi s javnou, 1997) odnosi s

Definiranje odnosa s javnou

izmeu organizacije i ciljne javnosti i to im je osnovna funkcija.

Politika mo nad medijima moe se manifestirati kroz

na novinare. Bit e to spin doktori.

Spin ne voli novinare osim ako ih moe iskoristiti;

On je dobar u demagokim sloganima;

Spin doktori - medijski manipulatori

:: eli utjecaj, sposobnost da manipulira ljudima, da ih

:: Uvjerava one koji uvjeravaju; radi na tvorcima

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;

Jedna od zadaa spin doktora davanje je anonimnih

Jedna je neposredno izvjetavanje o injenicama.

:: Druga je informiranje koje podrazumijeva koritenje

Spin doktori - medijski manipulatori

njenim zahtjevima, a to uvijek podrazumijeva povoljnu

porezni obveznici, a ne dravni slubenici.

A. Davis, str. 193.

IRENJE VIJESTI ILI MANIPULACIJA?

Spin doktoring odnosi se na niz aktivnosti i pojedinaca.

Dostavljanje pria samo naklonjenim medijima,

Pruanje informacija na kraju zakljuivanja medijskih

irenje vijesti ili manipulacija?

izdanja kako bi se onemoguili provjera ili pruanje kontra argumenata,