Fineman: Beware debate spinners
<snip>
Pivotal moments aren't usually apparent at first glance. They are like a old-fashioned photographic print in a chemical bath; they take time to emerge. Often there isn't a pivotal moment, even a hidden one, so it takes even longer for the press to invent one outright, since drama is what we live on. In 2000, at UMass in Boston, I went on MSNBC after the first Gore-Bush debate and said I thought that Bush had "won" it by not losing it. I was right, as it turned out, but I did not get the real news — which, it became clear after a day or two, was all about The Gore Sigh.
Now a huge industry has grown up to influence what the press eventually decides to declare the Pivotal Moment. I speak, of course, of the spin doctors. At UCLA long ago, spinners were a new invention, still in their guppy phase. After the debate, a smattering of them circulated through the press area, but they did so gingerly, whispering and cajoling and trying to act all innocent and helpful as they did their work of shaping a story.
<snip>
http://www.msnbc.msn.com/id/6143026/