Spin doctors shaping narratives on climate action (SDG 13) and poverty reduction (SDG 1)

Abstract

This essay will focus on how spin doctors contribute to the construction of narratives of climate action (SDG 13) and poverty reduction (SDG 1) of the most urgent challenges in the global sustainable development agenda. Spin doctors are tactical communicators who package, confuse and rebrand messages to fit the politics, establishments or organisational agendas. The studies are informed by the latest litters, policy reports as well as case analyses in order to become aware of how spin-doctors have influence on the societal opinion, provision of policies as well as legitimacy of the institutions. Findings reveal how a positive narrative style, such as the representation of action to address climate change as an economic opportunity and anti-poverty as empowering can mobilised support, increased inclusivity and enhanced the extent of trust in institutions. However, the gainful actions, including

greenwashing, cherry-picking, and counterfeited news, could be at work against the principle of democratic accountability, to say the least, and stall out the changes that the world urgently requires. The evidence also suggests that context is also crucial: stricter regulatory frameworks kill any spin manipulation, and less strict regulatory frameworks in emerging democracies allow the narratives to proliferate virtually unshackled. With the rise of digital platforms, artificial intelligence, and algorithmic targeting, the sphere of influence of spin doctors will become even bigger than ever before, which will pose opportunities as well as threats. The article highlights ethical principles of communication and institutional security as essential to convey the message that narrative management can have a beneficial role to play in SDGs.