Posts Tagged ‘Editorial Intelligence’

KOMMUNIKATION: Valrörelsen är i full gång i Storbritannien. Ärlighet och tydlighet är nyckelord som alla partier säger sig omhulda i sina relationer med väljarna.

Men frågan är hur mycket transparens som de politiska partierna och väljarna klarar av att hantera. 

Julia Hobsbawm, som leder Editorial Intelligence, skriver så här i The Guardian

Record numbers of political spinners are now working 24/7, trying to design a campaign with the right combination of photocalls, op-ed pieces, announcements and party broadcasts to win ”hearts and minds” on polling day.

The challenge of communicating to the electorate is defined by three things. Firstly, the speed and volume of media. It’s a nanosecond culture, a Twitter election, with news blending with views, fact with rumour. Second, a culture of deep cynicism among the public. And third, transparency.


Transparency then is a friend of democracy but also a threat to it. Every time a lie or inconsistency is exposed, it twists another knife in the certainty the voter has about truth. In politics you win trust by making others less trusted. You ”go negative” because it works. The negative story sells more, as does the negative message. But the trick is to make the techniques as hidden as possible.

Political journalists and political spinners are inseparable during a campaign. They go on and off the record and offer exclusives and leaks which underscore the degree to which openness still has its limits. I wish I could say that all press officers and party managers should publish all their meetings, but politics cannot cope with full disclosure. Journalists need their sources to be protected, they need their fix of information.


In a war there is always a sniper, and it is often the political journalist who will cut a political figure down for nosing out of the confines of ”on message”. And if they fail, there is always the electronic mob, revolutionising not on the streets but mobilising via Twitter and Facebook. In this election, armies of invisible propagandists and party activists become freelance spinners.


Is there a solution to the collateral damage to truth in a war of words and pictures? Make it as public as possible, and the public just might believe the politicians enough to vote for them. But remember: they, that is us, may secretly prefer to be kept in the dark after all.

Tankar som är nog så relevanta för den svenska valrörelsen.

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