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Informational Ideas

Department of Sociology, University of Copenhagen, jakob.arnoldi{at}sociology.ku.dk

Based on an empirical study of the British think tank Demos, the article deliberates on the nature of current political ideas. The key argument is that such a deliberation must take into account not only ideas of production but also ideas of mediation. The article argues that the ability to disseminate, brand, and market political ideas in the public sphere through the mass media is a crucial part of the activities of modern idea producers such as think tanks. Ideas are normally conceptualized as statements. As an analytical tool, the article makes a distinction between the two components of a statement. The two components are utterance (or impartation) and proposition (or semantic unit more generally). By so doing, it is possible to focus on (1) the necessity for think tanks to be an `impartational node' in communicative networks and (2) the importance of attributing certain meanings and values to the political ideas (to brand ideas). From this theoretical outset, the article then describes the logic or nature of the mediation, marketing and branding of political ideas.

Key Words: branding • knowledge • mass media • political communication • think tanks

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