The first characteristic is theannouncement effect. Calculated leaks or press
articles written by politicians themselves anticipate and prepare the presentation
of the draft put out for consultation. They prepare public opinion for the
requisite conclusions of this consultation.
The second is the summary. The complex texts of draft laws are systematically
summarised, translated into a language that is more readily intelligible to
common mortals. This is the role of the mass circulation press, appropriately
briefed by government communication agencies. These summaries are, in
reality, translations – that is, interpretations of the texts which constrain their
reading – and impose the conclusions even before the arguments that might
back them up have been set out.
The third is the use of reported speech. In reporting government policy and
translating it into simple language, the friendly press can bluntly say what
the government wants to have understood, but does not wish to state explicitly.
Thus, ‘strong signals to those who abuse welfare’ will be translated in terms
of ‘repression’, even ‘clear-out’.
The fourth characteristic of spin is the manipulation of dialogue. Consultation
is couched in terms that proclaim a desire for dialogue (as the very word
‘consultation’ indicates), but which, in reality, aim to prevent it: the language
chosen to formulate questions prevents the emergence of conclusions other
than the desired ones. The three following characteristics develop this, which
is the essential characteristic of spin.
The fifth characteristic is propagandistic force. Consultation is conducted in
terms of seeking to persuade and convince; it therefore pertains to persuasion
rather than exchange. One pretends to practise a Habermasian language game,
based on egalitarian communicative exchange. But, in fact, one practises an
unequal exchange (it is the consultant who supplies the relevant, carefully
selected information), which pertains to strategic action.
The sixth is that the consultation is presented in terms of problem solving.
The impression on the part of the consulted that the dice are loaded is due
to the fact that the object of the consultation is presented as solving a problem,
rather than discussing an issue. But the terms of a problem call, if not for a
single solution, than at least for a very narrow range of solutions. Thus, a
serious demographic situation poses French society a severe problem and
dictates pension reform. Posed in these restrictive terms, the issue can only
result in a reform that will invite future pensioners to tighten their belts: for
‘there is no other solution’.
Contrasting Short Glossaries of Philosophy of Language • 221