Unravelling a ‘spun’ policy: a case study of the constitutive role of ‘spin’ in the education policy process

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Abstract
The term ‘spin’ is conventionally used to refer to the process and products of purposively managing information in order to present institutions, individuals, policies, practices and/or ideas in a favourable light and thereby mobilize support for them. Attempts to manage news and political communications are not new. However, the New Labour Government in the UK is frequently presented—by the media and political opponents—as being obsessively concerned with spin to the detriment of both transparency and substantive policy‐making. In the collection and analysis of the data from the ESRC‐funded study of the English Education Action Zones (EAZs) policy upon which this paper draws, spin arose as a prominent theme. For example, spin was often raised explicitly by those interviewed as an activity that they needed to be reflexive about and engage in. It was described as shaping the fortunes of the policy or in some cases as constituting the policy. Frequently overt attempts were made by those being researched to try to ‘persuade’ the researchers of a particular spin which should be put on the research questions and/or reports. The overarching purpose of this paper is to illustrate the complex relationship between spin and policy, using the English EAZs policy as an example. The first section of the paper defines spin and places the concept in historical context. It then goes on to explore the role of spin in the construction and evolution of the policy, drawing particular attention to the dynamic, endemic, and disciplinary nature of the policy of spin. Whilst spin is conventionally understood as something separate from policy, as something that is ‘done to’ policy in order to make it attractive to particular constituencies, the central argument of this paper is that spin needs to be understood as operating on two levels, often simultaneously. At one level it operates as a strategy of impression management, where a range of tactics are used to attempt to control the impression that ‘the public’ gets of New Labour policies. However, those policies and the spin that represents them to ‘the public’ cannot be understood as distinct and separate entities because the policies cannot be neatly abstracted from the spin. Thus, at another level, one also needs to focus on the constitutive role that spin plays.

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