
How the Bush administration’s propaganda machine — with the help of Roger Ailes’ Fox News — distorts the truth in the Middle East and at home.
By Jennifer L. Buckendorff
Sept. 29, 2003
It seemed like an auspicious debut: The new magazine Hi was just off the presses and it generated heavy buzz. It was glossy. It was young. It was fresh and hip and just a little bit sexy. The multimillion-dollar launch across 14 countries got headlines worldwide. And for the U.S. State Department that seemed to be good news, because Hi is a government publication issued to win hearts and minds in the Arab and Muslim world.
While produced by a private company, Hi is just one part of a U.S. campaign to convince citizens of Arab and Muslim countries to look a little more favorably on the United States. Critics have called it “soft-sell propaganda”; press reports from the Middle East have suggested that much of the young-adult target audience finds it laughable. All of which suggests that it will have little impact in offsetting long-held negative attitudes toward the United States — suspicions worsened almost universally by the ongoing conflicts in Afghanistan and Iraq.
In “Weapons of Mass Deception: The Uses of Propaganda in Bush’s War in Iraq,” co-authors Sheldon Rampton and John Stauber explain why efforts like Hi have almost inevitably failed. “The United States lost the propaganda war a long time ago,” Rampton told Salon, citing the wisdom of an Arab-American news executive. “They could have the prophet Mohammed doing their public relations, and it wouldn’t help.”
That hasn’t stopped the Bush administration from trying. Last Thursday, the White House announced its plan to launch a round-the-clock television station, a competitor to the al-Jazeera network — albeit with a slightly different perspective. Congress has approved $32 million to fund the project, with another $30 million to follow soon.
But to Stauber and Rampton, projects like Hi and the new TV station prove only that the Bush administration understands neither the Middle East nor the art of communication. Aided by Roger Ailes’ flag-waving “news” crew at the Fox network and the timidity of the mainstream press, the propaganda campaign at home has been relatively effective, they say. But though Bush doesn’t seem to realize it, the Middle East isn’t Texas. Across the Middle East and throughout the Muslim world, people loathe America for its Israel policy and for its decades of manipulation and arrogance. No glossy magazine or advertising campaign is going to change that. What might work, Stauber and Rampton say, is having a real dialogue with the Middle East — not just talking, but listening, too.
“Weapons of Mass Deception” is a readable, witty, fact-filled catalog of the U.S. government’s attempts to counter the tide of anti-U.S. sentiment that the Bush administration abruptly discovered in the Muslim world after Sept. 11, 2001. It starts with the story of Charlotte Beers, former chairwoman and CEO of two of the world’s top ad agencies, J. Walter Thompson and Ogilvy & Mather. She was hired after 9/11, as Colin Powell explained, “to change from just selling the U.S. … to really branding foreign policy.”
Efforts like these eventually cost $1 billion a year. Where did the money go?
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