Spin doctors: manipulation or strategic communication?

Abstract

There is a new element between media and political institutions: the spin doctors. The growing influence that these elements have on media coverage of the political campaigns and the growing need that politics have on experts in political communication makes it urgent to delaminate the concept and regulate ethical and deontology their actions. Only in this way it guarantees the principle of the transparency of democratic societies. One expects with this text analyzing the different activities in some countries by spin doctors and highlighting the need of regulate, especially within Europe, this third force.