초록 열기/닫기 버튼
본 논문의 목적은 정부의 통치행위에 있어서 정 부정보의 흐름을 관리함으로써 변화하는 미디어환 경과 유권자시장에 적응·대응하려 했던 블레어정 부의 전략적 커뮤니케이션을 분석하는 것이다. 블 레어정부의 전략적 커뮤니케이션은 언론담당특별 자문 혹은 스핀닥터들에 의한 뉴스관리전략으로 나타났다. 뉴스관리전략은 수상실에로의 정치커뮤 니케이션 시스템을 집중화시키고 정부종합홍보실 을 현대화함으로써, 정부정보의 흐름을 관리·통제 하고 언론보도에 강경하게 대응하는 것이었다. 블 레어정부의 집중화된 커뮤니케이션 시스템은 정부 조직 내의 스핀 닥터들과 언론담당 공무원들과의 갈등, 좌·우 언론매체로부터의 공격으로 그 한계 를 드러내었다. 그러나 현대 미디어민주주의 하에 서 통치자의 개인적 권력이나 정부의 정책적 성공 이 미디어의 보도행태에 의해 큰 영향을 받는다는 현실을 감안할 때, 스핀닥터들의 생산적인 미디어 관리에 대한 보다 구체적인 후속연구가 필요하다.
The purpose of this paper is to analyse the strategic political communication of Blair's government which has tried to adapt to changes in the media environment and the electoral market by controlling the flow of government informations. The news management strategy of Special Advisors or spin doctors was an integral element of the New Labour's strategies and activities, in or out of government. In order to influence public opinion by controlling the news media agenda, the New Labour has changed the structures and processes of political communication since 1997. The government's communication has been centralized under the control of some Special Advisors, such as Alastair Campbell and Peter Mandelson. The government’s desire for centralized control of communications led to an increase in centralization and control of communications in Downing Street No. 10, an increasingly assertive approach to the news media, and a creeping politicization of the Government Information & Communication Service(GICS). During the second term of Blair’s government, the central planning and controlling of all communication activities has fostered a set of antagonistic relationship between government and the news media, and the tensions between Special Advisors and dozens of senior civil servants within government. But Special Advisors or spin doctors have become necessary to form and maintain representative governments in mass media democracy and they are an inevitable part of government communications. Therefore, it is necessary to further study the productive relationship between government and news media, and the roles of Special Advisors or spin doctors.
키워드열기/닫기 버튼
media democracy, strategic political communication, Special Advisor, spin doctor,news management strategy.
