Page 184 - The Professionalisation of Political Communication Chaning Media, Changing Europe Volume 3

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THE PROFESSIONALISATION OF POLITICAL COMMUNICATION | 181

The issue of leadership
The professionalisation of political communication expands the capacity of political
elites to manipulate the democratic system to the advantage of their interests. One of
the essential tasks of the professionals is the building and sustaining of the image of
the political leader.

In the common, liberal, representative democracy one finds great emphasis on the
public presentation of the ‘Capo’! Frequently the media present photo opportunities
with political leaders. Heads of state, prime ministers and diplomats are seen to shake
hands, embrace, pat shoulders, while keenly looking at the cameras. These sessions
demonstrate that the key actors indulge without inhibition in the Roi Soleil feeling.They
seem to say ‘we have the power, you may look at us and then we withdraw to our
secretive meetings where we decide what is good for you’. There is an unquestioned
assumption in these rituals that expects no contestation from the onlookers. It would
be a wholesome day for democratic politics if one day the press photographers stayed
at home.

Democracy has a troubled relationship with political leadership.There is often a strong
public demand for visionary and powerful leaders, and yet the charismatic ‘Capo’ may
pose a grave threat to democracy. Strong ‘capoship’ fits perfectly within the
representative, liberal form of democracy that characterises the political systems of
most European countries. It fits badly in the notion of a strong, participatory
democracy. In this system the citizens guide the way towards the future, and the
politicians carry out the citizen’s orders. In a weak democracy politicians lead citizens, in
a strong democracy it is the other way around. As soon as politicians entertain capo
ambitions they refuse to listen to their citizens and they employ the professional
persuaders to lead us into the morasses of Kosovo, Afghanistan or Iraq. A society that
demands strong political leadership has given up on democratic aspirations.

The tentative conclusion may be that the emphasis of professionalised political
communication on creating images of strong political leadership strengthens The Professionalisation of Political Communication: Democracy at Stake?
totalitarian tendencies in political systems rather than contributing to the development
of open,participatory and deliberative societies.

The issue of trust
A core problem in contemporary politics is undoubtedly the growing cynicism of
citizens vis-à-vis the political system. The crucial question this poses is whether the
professionalisation of political communication provides an adequate approach to the
restoration of public trust. It is ironic to note that in many countries there is a
remarkable parallel development of professionalisation of political communication and
a growing electoral cynicism. The spin doctors advise the politicians to say ‘Trust Me’
and the credibility of politicians comes tumbling down. 183