Definition: Spin doctor is an English expression for a political communication advisor. This term is generally negatively connoted and sometimes in opposition to the person in charge of political communication (whose methods, more traditional, would be limited to the development of the personality and its actions). The spin doctor is thus the one who shapes public opinion, with the help of the media in particular, in the service of a political figure, his program or his action. In particular, he uses the technique known as storytelling to convince the public.