Spin Doctors

Q. When did politicians' advisers start being referred to as 'spin doctors'

A. The tag was first used in The New York Times in 1984, during President Reagan's campaign for a second term in office.

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Q. Why 'spin'

A. 'Spin' is a sporting metaphor for the twist given to a ball by a baseball pitcher, which can be compared to the slant put on information presented by politicians or their advisers.

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Q. And 'doctor'

A. 'Doctor' is used in the figurative sense as someone who mends or patches up - or, more sinisterly, tampers with.

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Q. What are these powerful figures

A. Most people are unclear exactly what a spin doctor is. The name has sinister connotations, as a manipulator, conspirator, propagandist, even a malign and evil force at the heart of the body politic. The dictionary defines spin doctor as 'someone, especially in politics, who tries to influence public opinion by putting a favourable bias on information presented to the public or to the media'.

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Q. How long have we used the term in the UK

A. Spin doctor is a relatively new term in British discourse, coming to the fore since the Labour victory in 1997, though it had been heard of before. No British government has had to fend off accusations of media manipulation to the extent that the Labour government of Tony Blair has been obliged to.

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Labour's chief of spin is Alistair Campbell, who is charged with getting the right angle on the government's - and particularly the Prime Minister's - public pronouncements. However, Campbell is not above using more physical tactics. A widely reported incident involving the then BBC correspondent John Sargent had the spinmeister kicking the BBC man under the table after he had aimed a particularly tricksy question at the PM. Sargent's response was to put his hand up and say to Tony Blair, 'Sir! Sir! Alistair's just kicked me!'

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Q. Are they a recent phenomenon

A. Throughout history, powerful and influential people have had trusty lieutenants to represent them, speak for them, interpret their thoughts and provide the masses with insight into their thinking and intent. Many early examples were priests, explaining what was really meant by the commandments or religious texts and giving metaphysical weight to the pronouncements of earth-bound leaders. These figures acted as a buffer between kings and subjects, providing advice and counsel to the great and the good and rising and falling with them. Such a role confers huge influence and power.

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Q. So why does it feel like we are in the age of the spin doctor now

A. In our age of virtually instant, 24-hour news coverage, there is often only a very short time between an important event, speech or announcement and the subsequent news reports. The political spin doctor lives in the gap between an event and its dissemination, and works to place the event in context, provide extra information, offer interpretation and analysis and to mould the way in which the event is reported. The spin doctor is there dealing with journalists, providing news and ideas, steering reporters in certain directions and attempting to influence the media's output.

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The hugely successful Michael J. Fox vehicle Spin City is an example of just how all-pervasive spin culture has become in our lives.

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Q. Why do we need them

A. Spin doctors exist because there is no such thing as objective truth. Facts, figures, events and words all have different meanings to different people. So it is their interpretation that is the key issue. A politician hit by a sex scandal who appears with their entire family - wife, offspring, parents and all - at the garden gate of the family home and offers the press hounds a cup of tea with biscuits is already speaking volumes about their wholesome home life

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Q. Are they confined to politics

A. Indeed not - behind every Richard Branson, David Beckham or Prince Charles is a spin doctor or two.

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For more on Phrases & Sayings click here

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By Simon Smith