The SAGE Key Concepts series provide students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension. Key Concepts in Journalism offers a systematic and accessible introduction to the terms, processes, and effects of journalism;a combination of practical considerations with theoretical issues; and further reading suggestions. The authors bring an enormous range of experience in newspaper and broadcast journalism, at national and regional level, as well as their teaching expertise. This book will be essential reading for students in journalism, and an invaluable reference tool for their professional careers.


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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