Spin in the Media - the Media in a (self-)Spin?

The article focuses on the discussion of spin in the Danish media, \udespecially during the 2005 election campaign, in which spin was a \udprominent issue amongst journalists. The main argument is that this \udis not primarily an expression of a professional, self-reflective con-\udsciousness regarding the shifts in the relationship between the media, \udsociety and politics. Rather, it is an expression of a self-legitimizing \udmeta-discourse that might, however, fail to see the more structurally \udrooted tendencies that spin is part of - a mediatization of politics - \udpresenting new perspectives and challenges for both politics and the \udmedia. These perspectives appear to disintegrate in the comprehen-\udsive but often one-dimensional and self-centered discourse of jour-\udnalists and communication experts, wherein they proclaim every \udpolitical, communicative initiative as spin in the hunt for the disclosure \udof political facade