| While political consultants, in some form, have probably been around since the first elections, advancements in polling, technology and data gathering have lead to the institutionalization of election experts. These experts are often viewed as blights on the body politic, but is this almost universal contempt deserved? The concern is one of power. Opponents argue that the focus on symbolic communication allows political elites to manipulate the mass electorate. However, our worry should not be over manipulation but ossification. Spinning is a conservative endeavor. The success of the spinning process depends on the ability of the spinner to translate specific policy initiatives into the level of common symbols. Common symbols---common meanings and images---are the basis of potential agreement, in that they affirm a deeper consensus. Therefore, spinners must cater to the most basic beliefs held by the public-at-large. By catering to the most basic fears, aspirations, and beliefs, the spinners are buying into a system of which they are the inheritors more than the creators. Thus, the growth of spinning can be a threat to certain kinds of leadership---mainly leaders who attempt to reconceptualize or resymbolize political discourse. |
