The article focuses on the discussion of spin in the Danish media, 
 especially during the 2005 election campaign, in which spin was a 
 prominent issue amongst journalists. The main argument is that this 
 is not primarily an expression of a professional, self-reflective con-
 sciousness regarding the shifts in the relationship between the media, 
 society and politics. Rather, it is an expression of a self-legitimizing 
 meta-discourse that might, however, fail to see the more structurally 
 rooted tendencies that spin is part of - a mediatization of politics - 
 presenting new perspectives and challenges for both politics and the 
 media. These perspectives appear to disintegrate in the comprehen-
 sive but often one-dimensional and self-centered discourse of jour-
 nalists and communication experts, wherein they proclaim every 
 political, communicative initiative as spin in the hunt for the disclosure 
 of political facade.