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This has become increasingly common in public discourses about politics since the 1990s. ‘Spin’ has come to imply the particular angle, meaning or interpretation assigned to a political event by a spin doctor. Romola Christopherson, a government information officer, described New Labour's spin strategy as ‘Labour's three ‘Rs’.

First, rhetoric – getting the message and encapsulating the message in a marketing slogan – New Labour, New Britain, People's Princess – all those soundbites, getting that rhetoric absolutely clear and right and accessible. That's the first ‘R’. Second ‘R’ is repetition, repetition, repetition, repetition. When you're bored with repeating it, it probably means that people are beginning to pick it up. The final ‘R’ is rebuttal, which is don't let any attack on you go without walloping ...

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