Els spin doctors. Quan el control del relat als mèdia esdevé el gran objectiu polític.

In a society which grows and develops in an audiovisual key, the language of the media conditions our perception of reality which we increasingly know in an indirect way. In this context, politics adapts itself to a medium in which multimedia communication is a requirement. The principal objective, establishing the agenda, occupies a substantial part of the activity of parties and institutions, and in them, of the political leaders and their closest collaborators and strategists, the spin doctors, whose importance increases as this scenario becomes increasingly consolidated.

Key words: Political communication, spin doctor, political marketing, media, leadership, politics, permanent campaign