LONDON -- The British prime minister's chief of communications has publicly accepted that the overuse of "spin" in government has led to cynicism and that the emphasis should now be on policy and delivery. Most British observers would agree. But government ministers, who have spent much of their life trying to manipulate the media to favor them and what they are trying to do, find it very hard to change their ways. They believe, probably incorrectly as only a minority take their political views from the papers they read, that they will only be re-elected if the media is on their side. The British media is not easily manipulated and obvious attempts to do so are usually counterproductive.

No one can doubt that a free press, television and radio are essential for a healthy democracy, but politicians in particular want the media to be "responsible." The problem is to define the term "responsible." To some politicians this means that the media should make "the national interest" a paramount consideration and accordingly should do their best to support the policies and actions of the democratically elected government.

This interpretation is potentially dangerous. It may not be clear where the "national interest" really lies, and the policies of a democratically elected government may cease to reflect the views and needs of the electorate. Elements within government may have become corrupt and inefficient. Manipulation of the media may therefore be antidemocratic and damaging to the national interest.