‘Bridging the differences’: political communication experts in Germany

Abstract

A process of modernisation and professionalisation has been affecting the political communication culture in Germany. The emergence and rise of the so-called ‘spin doctors’ particularly symbolises this trend. But how do the numerous political communication experts in Germany bridge the differences between the diverging objectives of the political and media realms? By what means do they link political issues and images to anticipated media logics? And how successful are their efforts in agenda- and image-building? To answer these questions, first, a contextual framework is provided identifying political communication experts as dually conditioned linking pins. Second, a hermeneutic content analysis of 63 interviews with high-ranked German ‘spin doctors’ gives some empirical evidence of the practical relevance of widely discussed communicative strategies. The longitudinal perspective provides insights into an enormous and expanding set of communicative strategies. Here, the cultivation of interpersonal networks is most promising, although it is a rather shaky tool of modern political communication in Germany. Overall, the new myth of the ‘powerful spin doctor’ has to be modified since their ‘success’ is contingent on individual variables.