Bleaching: ‘The mouth of power’

The large tragedies, specified as war or flood, require a peculiar communicative and specified communication between power and society, in order to scare and emotionally stimulate many people appropriately to meditate, suppress and silence.

Communication is the ability to convey thoughts, concepts, views, messages, assessments to be received according to the intentions of the sender. It is besides an ability to scope the views of the recipient in specified a way as to be able to influence it effectively.

First of all, the credibility of the broadcaster, which consists of decision-making powers and expertise. It is highly crucial to be nonsubjective or avoid bias, yet authority, respect or reputation. Many politicians seem to have all these qualities, although they frequently do not sin with either competence or attractiveness of the message. The most common are only on behalf of their formation, mixing information with comment, based on politically preferred and ideologically determined sources. An example of creating information about the war in Ukraine or Israeli aggression against Palestinians undermines the unilaterality of arguments, exposes cyclicalism and outdoors. In the long term, it undermines the credibility of the authorities and ridicules the offices.

‘Mediasis’

The illness of our times has become a “mediosis” (a word introduced by Wiesław Gałązka) or “trouble” (not to be confused with diamonds) of politicians in the media, even erstwhile there is nothing interesting to say. Emptyness, the quality of arguments, the contamination of venom against political opposers, and linguistic sloping do not bring them social designation or honors. They only ruin public debate, and due to the cacophony they make it hard for people to get the message of those liable for the state correctly.

Mass media, now besides social media, and journalists play the most crucial function in information communications. Communication between politics and the masses through the media is so highly important. Politicians who underestimate the function of press spokesmen, these title "post of power", as crucial intermediaries in the transmission of information, creators of affirmative images and patterns of thought, as well as their own defenders of ruling rights, sooner or later pay a advanced price for it.

It is not known why in Poland, contrary to historical experience, the misconception that “watermen” always know everything best is constantly recurring. Similarly, it is annoying to believe, especially the president and Prime Minister, that their direct transmission is best served by a affirmative reception, both by supporters and opponents. In the meantime, it turns out that in the long run, the media activity of leaders is counterproductive. People frequently feel confused and deceived. They are tired of the motivation of the message, expecting a cool analysis, not further revelations of agitation and election persuasion.

Political leaders will never replace press spokesmen, i.e. intermediaries between decision makers and decision recipients. The ombudsmen, through cooperation with media, informal arrangements, and even individual and social ties, can usage circumstantial means of influence, e.g. leaks, surprises, suggestions, patronages, promotions and others, in order to accomplish the desired results, primarily strengthening the position of the body and office represented. frequently these practices are unethical and corrupt.

From specified practices it is not far from lobbying and bringing to the media topics that are crucial or convenient to power. This means that public opinion can be controlled. They will be useful especially during the election campaigns of their bosses, erstwhile it is on the agenda to respond rapidly through a souffler, advocate advertising, statements, blogs or monitoring of competitors.

Citizens frequently imagine that political leaders are working hard all day to solve vital problems, involving professionals, and that the results and effectiveness of their actions are reported by professionals. However, if the policy spends quite a few energy on holding briefings, chairing meetings or commenting on the banal statements of participants in specified bodies, its actual consultative, negotiating or decision-making activities are clearly limited. Working in the spotlight and cameras doesn't become more effective. It is intended to be spectacular and spectacular in order to stimulate human emotions and rationalize their behaviour. In fact, it resembles scenes from the propaganda of success and is associated with a populist arsenal of political manipulation (see, you see).

Through regular and pushy media activity, politicians exposure themselves to harsh public judgment. They want to accomplish a direct message of appreciation for their eloquence, communication talent, erotic and rhetorical skills. However, they hazard being harshly assessed not only by the media but besides by professional reviewers, not to mention the negative reactions of the opposition. Hence the request to broker, bridge or natural distance.

Therefore, it is worth recalling that the "arms arm" in many countries, regardless of the system, are peculiar public officials, called press agents, who, together with the staff of experts, are liable for contacts between institutions and the full interior and external environment, thus creating an information policy for governments or government departments.

From Janiurek to Driciimski

Poland has a rich tradition in this respect, as the function of a press spokesperson appeared with the arrival of the squad Edward Game. The first and longest acting spokesperson, who in those circumstances was simply a façade, was Vladimir Janiorek, from 1971 to 1980. The most spectacular function in PRL propaganda played Jerzy Urban, whose communication powers and authority are inactive the subject of the biographies' attention (cf. Dorota Karaś, Marek Sterlingow, "Urban. Biography", Kraków 2023). They origin inactive hot emotions, even though a fresh generation of Poles and only mature citizens can actually remember its cynicism, calculating and peculiar, yet astonishing attractiveness and competence. The younger generations can only associate Urban with witty memes on social media.

It has long been known that press spokespersons are “political officers” of the government. They function on circumstantial "communications fields". They are appointed to positions as a consequence of search due to presence and persuasion skills. Often, there are various connections, protections, backroom tenders, and even intrigue. In the case of recruitment for ombudsmen, university diplomas alone are not enough. Above all, applicable developments in the field of public communication are needed.

Press spokesmen are undoubtedly a "high-risk" profession. They are “shakes” between power and the media and society. Their existence and durability at the office depend on the acceptance and patience of superiors. They express their will, read intentions, make an image and build authority. They can irritate exuberant ego rulers and even lead to open collisions and misunderstandings. due to their close relation with the decider, they may fall into traps of same - assurance and boundless religion in their abilities. They fall prey to routine, arrogance, and self-love. After a while, they vanish from the public arena without a trace.

Few people remember the names and roles of government or president spokespersons over the past 30 years. Many were so dull and cold that they did not enter into collective memory at all. It's definitely associated to this day. Małgorzata Niezabitowska (1989-1991) as Government spokesperson Tadeusz Mazowiecki. It is remembered more due to its beauty and aura than the creative achievements and colorful biography. Another clear example was Andrzej Drzyski, President's spokesperson Lech Wałęsy (1990-1994), who has signed up not only as his "interpretator" and "translator", but besides as a populariser of "pronouncer knowledge". Many of the successors failed to meet their standard.

The government should be afraid that its intentions and actions should give an appropriate explanation for obtaining social approval. Complicated projects and strategies must be translated into an understandable language for social users. However, it is not a secret that the people of power in all political systems like to environment themselves with trusted, loyal and discreet coworkers who must not exercise their own initiative in creating the image of the institution they represent. They become obedient performers of the will of the ruling. Sometimes they can even gain the position of their closest advisors and "grey eminence". However, hitting the expectations of the organ does not mean having an intuition and social instinct that allows for effective influence on the mass.

In the case of creative press spokesmen, their availability to the powerholders cannot be absolute. There must be an agreement between them on common trust and support for good and bad. If a spokesperson has to consult with his superior, this shows a complete misunderstanding of his role. He participates in the creation of political narrative, which is absorbed by the vast masses, and historians treat as a "plastic" of history.

Tolerance by power to the initiative and creativity of press spokesmen depends mostly on their position and strength. individual qualities are no little important, and this is eloquence and erudition. It's all about psychophysical resistance, emotional stableness and excellent presence. The press spokesperson is the business card of the institution he represents. His professional training must include not only cognition of journalism, but besides a large experience in the field of secretaries of law (including press law), policy meanders, intellectual paradoxes, economical processes and complexity of global relations. In addition, there is simply a way of gloating and a advanced culture of language (aside from good cognition of abroad languages) to accurately meet the expectations of even the most picky recipient.

What is the government forgetting?

The current government forgets that for political efficiency and efficiency it is essential to make a coherent information policy strategy among professionals in communication. It must take account of an equal attitude towards the media, without the application of exclusion and discrimination on ideological grounds or simply irrational prejudices. Informational openness must work both ways: from power to the media and society, but besides from media to power. The failure of media representatives unwelcomed by the authorities to freely articulate their attitudes and views demonstrates the hypocrisy of politicians who boast of the restoration of the regulation of law and care for democratic freedoms.

Press agents can play an crucial moderating and mediation function in these matters. They should, first of all, respond substantively alternatively than emotionally to media criticism, not to be offended by pointing out weaknesses and weaknesses in power, but alternatively to be the transmission belt of the "voice of the people" towards decision-makers. This may service to correct proceedings, or at least change rhetoric.

There are known practices of responsibilities sharing between public officials and their spokespersons. The leaders themselves talk out in matters that are crucial and frequently commendable. On the another hand, the responsibilities of the Ombudsman to inform about failures and crises fall. The power thus expects little "use" in society. Ultimately, the highest price is always paid by these spokespersons, which is simply a highly stressful and depressing prospect. However, as political practice proves, they must face professional risks, which means uncertainty of the office. They can at any time become a "scapegoat" to defend their superior from public responsibility.

God forbid, erstwhile a spokesperson assumes the function of a buffer, a barrier defending media access to political leaders. Similarly, there is simply a sharp translation of decision-making errors or abuses of public officials. It is actual that ombudsmen are implicitly "party", but that does not mean that they have the right to usage lies. writer students will find a peculiar wealth of swindling, evasive and lying arguments from the times of spokesperson during the regulation of law and justice.

The rank of press spokesmen is enhanced by their ability to effectively handle crisis situations. If they avoid sensationalism and drama, utilizing cognition and communication capabilities, the state for a given authority or office of “protective shields”, gaining designation and rewards instead.

Modern mass communication technologies (precision and velocity of transmission) require press spokesmen to be uniquely operational, reflective and brilliant. The vigilance and the ability to anticipate events, the anticipation of the effects of decisions and the appropriate consequence to their social reception are highly useful. Especially erstwhile the consequences of unpopular decisions are negative.

Press agents hazard their reputation and credibility erstwhile they become providers of desirable ideas and tell people – even if it is against the ethical code – what they want to hear. As you know, no 1 likes herrolds or messengers of bad news. That is why they are moving in a dangerous field of concealing uncomfortable data, lying to reality, disinformation, "kugling" and "losing the truth". There is simply a reason that spokespersons are seen as possible manipulators who treat the planet of media in an instrumental way. They ignore the rules of journalistic objectivity, causing the media environment to irritate. They make information blockades frequently at the border of law.

Absence of the ‘Law of Power’

In the Polish political landscape, there are no specialists in political marketing (although academic education in this area is not lacking) who should competently form the request for information and build images of authorities in a strategical perspective. It is clear that the image of power is influenced by the individual and personality factor. The quality of governance is derived from the qualifications of those with the highest functions and positions of power. But the identity of authorities is besides defined by constitution and laws, service pragmatism and political culture. The average recipient of the study on political decisions of public officials learns about this in fragmentary and general terms. The legal argument loop has already reached specified a state in Poland that politicians themselves are trapped. The deficiency of competent “post of power” complicates and worsens the situation.

Therefore, it is worth noting in the conclusions that the Republic of Poland is obliged to observe the right of all citizen to get information about the activities of public authorities and persons exercising public functions as recorded in the 1997 Constitution. This right besides includes obtaining information on the activities of economical and professional self-government bodies and another persons and organisational units in so far as they carry out tasks of public authority and manage municipal property or assets of the Treasury (Article 61). It is simply a social control mechanics for all public institutions financed by taxes. That is why the alleged 4th power, which is widely understood by the public, and within its framework, the media, is an highly crucial component of this control. "The mouth of power" is an crucial public trust institution which the rulers should be obliged to establish and usage professionally.

Prof. Stanisław Bielen

Think Poland, No. 41-42 (6-13.10.2024)