ИСТИНА

The problem is discussed of scientific identification of the new political actors emerging in modern democracies – specialists in political communication (consultants, technologists, spin-doctors). In Russia, because of its historical particularities, their role, on the one hand, proved to be especially important, and, on the other, has almost no public elucidation. Russian sociopolitical context has generated more developed, “finished” forms and methods of operation for this relatively young political institution, unknown to countries with historically more durable and strong democratic traditions. In our country the media, especially television, became the most important instrument of political struggle and a channel of communication between government and society. It was they who supplied the symbolic material—the very substance from which the future political system was molded. In view of media’s special status in politics and the lack of structural constraints inherited from the past, the spin doctors’ scope for action in Russia was much wider. Today the scope of their activity covers not only campaigns, but also the executive branch. They are engaged not only in the management of news, but also in the management of the entire political space. The said personages’ entry in contemporary politics and their accomplishment of meaningful administrative functions may seriously change the balance between politics and administration. Although in the shadows, in another sense their political presence is very noticeable, because their work directly affects the entire political process. It seems that researchers have good reason to pay serious attention to them.