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Political Communication in the Era

of Professionalisation

Papathanassopoulos, Negrine, Mancini
and Holtz-Bacha

INTRODUCTION
The central argument in this book is that contemporary practices in the content and
conduct of political communication can be best understood when looked at in both an
historical and comparative context. Rather than focus on, or become excited by, the
most recent development in the conduct of political communication, be it new
techniques of polling, ‘spin doctoring’, targeting or marketing, we need to develop a
broader understanding of what each of these developments – singly and collectively –
signifies. Furthermore, we need to do this in such a way as to begin to outline some of
the common themes that permit us to understand changes in the conduct of political
communication that pull together what has been, at least in the past, a fairly loose set
of ideas,subjects and areas of interest.

One way in which this could be done, and we would argue should be done, is to Political Communication in the Era of Professionalisation
provide a common point of focus, a common way in which we can begin to explore
similarities as well as differences.That way is through the elaboration of the idea of the
professionalisation of political communication.

As an idea, professionalisation – and we are fully aware of the contested nature of this
word, as well as of its variants of profession, professionalisation, professionalism, and
professional – allows us to identify and link up many things that should really be linked
together.For example, the use of polls, the use of political consultants, practices of news
management, the creation of a ‘war room’, or the use of focus groups, are probably best 9