The describes in very simple graphic terms how the political communications cycle has changed from the analogue era; through professionalised political communications; through social media; through the disruptive strategy of Donald Trump; and finally offers an idealistic template for networked political communications.

1. The spin cycle: virtuous, vicious,
socialised & disrupted
Charlie Beckett
Dept of Media and Communications
LSE
@CharlieBeckett

2. The ideal of political communications
Political event or
statement
Critical but
constructive
coverage
Informed public,
agonistic debate
Politicians
communicate
transparently
and engage in
open debate
Competitive
marketplace of
ideas and policy
development

3. The vicious spin cycle of pre-social media
political communications
Political event or
statement
Critical and hostile
news media coverage
Public lose
confidence in
politicians or policies
Politicians seek
tighter control of
message through
more constrained
and stage-managed
communications
Public and journalists
more frustrated,
cynical and angry,
debate degraded,
coverage increasingly
hostile

4. The vicious spin cycle of networked political
communications: pre-Trump
Political event or
statement
Social media reaction
plus news media
coverage
Emotionally-driven
response amplified
and accelerated
through polarising
digital networks
Politicians seek
tighter control of
message through
more constrained
and stage-managed
communications
Public and journalists
more frustrated,
cynical and angry,
debate degraded

5. The vicious spin cycle of political
communications: Post-Trump
Political event or
statement
Trump frames media
as ‘opposition’ and
any critique labelled
‘fake news’ – he
communicates direct
to supporters
More polarised social
media reaction and
more reactive news
media coverage
Increasingly polarised
emotionally-driven
debate amplified and
accelerated through
digital networks, loss
of MSM agenda-
setting &
accountability roles
Public and journalists
more polarised,
frustrated, cynical
and angry, debate
degraded and more
antagonistic

6. How to escape the vicious spin cycle of
political communications?
Political event or
statement
delivered with
authenticity and
transparency
Social media and
mainstream news
media coverage
plural , evidence-
based and
interactive
Emotionally-driven
response amplified
and accelerates
agonistic
exchanges through
transparent digital
networks
Politicians
negotiate response
openly, politically.
Public and
journalists more
engaged, lines of
accountability
clearer,
responsibilities
more defined