| The indelible stamp the Bush-Cheney | | | | the pig was committed". |
| Administration has made on America and its global | | | | So, let's look at how the Bush-Cheney |
| reputation will resonate well into the next decade. | | | | Administration and their advisors were able to |
| Without question, America has systematically | | | | convince the American public of the "right" thing |
| isolated itself on the world stage and methodically | | | | to do. First, the us/them paradigm was so |
| perpetrated what is considered by many as the | | | | pervasively and remarkably successful, that the |
| largest public relations hoax in history. This article | | | | architect(s) of the Iraq War (Bush, Cheney, Rove) |
| sets aside the obvious redundancy of | | | | and their toadies began using the same approach |
| circumscribing the Bush family history and the | | | | domestically. In fact, the results of these |
| Bush-Cheney ties to "big oil"; the Wolfowitz | | | | strategies and tactics were so profoundly |
| Doctrine and American pre-eminence; and | | | | effective by the Bush-Cheney Administration that |
| American foreign policy initiatives in 1979 (i.e. | | | | they have become the hallmark of this |
| alliance with the Taliban and Osama Bin Laden | | | | Presidency. An unsuspecting John Kerry and the |
| during the Soviet - Afghanistan War and Saddam | | | | Democratic Party were the victims of this rolling |
| Hussein during the Iran-Iraq War). In the past, | | | | public relations us/them juggernaut in November |
| American foreign policy has made some strange | | | | 2004. The architects of spin painted Kerry, a |
| bedfellows. Instead, this article creates a context | | | | decorated war veteran, as essentially a |
| for and reviews the types of political tools the | | | | draft-dodger; a liar; an atheist; an elitist; not |
| Administration has used over the past 9 years to | | | | representative of the American public; a |
| get their domestic policy objectives met. | | | | "flip-flopper"; and unable to be trusted to make a |
| The Role of "Democracy": First, in today's | | | | decision - in effect, one who could not be trusted, |
| America, there is little regard for the practice of | | | | period. The idea surfaced at this time, that it was |
| democracy. Many eulogize the concept, but fall | | | | more preferable to hold onto a catastrophic |
| short in implementation. Democracy has evolved | | | | decision than it was to change a decision, |
| into a tool, used by the economically and politically | | | | regardless of the consequences. This logic is |
| elite to create sentiment for, and the illusion of | | | | perplexing at best, but the media essentially |
| public input into governance. In effect, one vote, | | | | framed this concept and stuck to this |
| one person means little when the ruling parties on | | | | characterization throughout the election. Bush, on |
| both sides are really out of touch with the | | | | the other hand, was painted as a patriot; a tough |
| average person. This is the primary reason why | | | | and decisive leader; a "War President"; "god |
| the art of public relations and media manipulation is | | | | fearing"; an "apple pie good 'ole boy" with good |
| used - to elucidate and draw lines between | | | | common sense and in touch with the will of the |
| disparate groups in America where there really is | | | | people - in effect, one who could be trusted. |
| no commonality. | | | | Regardless of the veracity of the arguments and |
| Opponents of this view of democracy will | | | | representations, we know the history. Bush got |
| vehemently argue that everyone gets to | | | | another term and Kerry slipped back into relative |
| exercise their right of enfranchisement and vote | | | | anonymity. |
| their conscience every few years, and hence | | | | So how do they do this? How do you take a |
| there is an active and vibrant democracy in | | | | nation of 300 million and convince it that untruths |
| America. However, this highly spun view of | | | | or partial truths are truths, and that truths or |
| democracy, touted by those who want to | | | | partial truths are untruths? Well, first, you |
| perpetuate this illusion, is done for a reason. Yes, | | | | emotionally align and link yourself with the concept |
| there is a "free vote", and yes there are | | | | of "patriot". You create a [false, but self-serving] |
| countries that do not have this, but does this | | | | dichotomy wherein, "if you are not with us then |
| mean that mouthing the words actually | | | | you are against us", or in other words, you are |
| represents what democracy is supposed to | | | | with "them" - the terrorists. You define terrorist |
| embody? The drafters of the U.S. Constitution, | | | | as any non-American group who does not fit |
| upon which virtually every aspect of American | | | | within your parochially and ever-changing |
| society is predicated had no way of knowing the | | | | guideposts. This strategy is particularly effective, |
| far-reaching impact that economic elitism and | | | | but dangerous in that you run the risk of |
| modern day political public relations and | | | | disenfranchising and marginalizing those who |
| communications techniques and tactics would have | | | | question dogma in favour of good sense and |
| on "democracy". Ask yourself, how much clout or | | | | conscience. However, if the public's collective level |
| control you feel you have over public policy? Do | | | | of education, knowledge, and objective awareness |
| you even know how the system works? Did you | | | | is not at a sufficient level to question this logic, |
| know that the idea of a free press was initially | | | | then you, as society, effectively place power into |
| planned as a measure of creating a check and | | | | the hands of a few and God help you if those |
| balance on the Republic? Do you think it currently | | | | few are not benevolent. |
| does? | | | | Second, you align yourself with a Christian "God". |
| The Role of Media: The whole notion of media as | | | | Once you have made this emotional connection, |
| watchdog on the Executive branch of | | | | you convey through the media and at every |
| Government went the "way of the Dodo" shortly | | | | opportunity that if you are not a believer in a |
| after 9/11, and likely long before. The | | | | Christian God (which 80% of the American public |
| Bush-Cheney Administration was given carte | | | | in fact, do), then you are not with "us", and by |
| blanche after the World Trade Centre attacks to | | | | definition, you must be with "them". Once you |
| do whatever it wanted. In effect, the attacks | | | | have created this dichotomy and frozen it in the |
| removed any limitations on the Administration's | | | | minds of the public, you can always tweak it later |
| mandate; instantaneously created an easy to | | | | through some other appeal to patriotism or claim |
| leverage power base; and diminished the | | | | of ally-ship (i.e. in the case of Saudi Arabia). Oh |
| constitutional need to be accountable. This was | | | | yes, let's us not forget that 15 of the 19 |
| evidently supported by the majority of | | | | hi-jackers of 9/11 were Saudi nationals. |
| Americans, with the ensuing political tactics used | | | | Third, the best defense is a good offense. |
| adroitly by the GOP to further the party's and its | | | | Through the strategic use of ideological pundits |
| contributors own political imperialistic aims. After 9 | | | | and toadies (e.g., Ann Coulter), and media pawns |
| 11, the force of public opinion was easily | | | | the likes Bill O'Reilly and Glen Beck, you launch a |
| manipulated due to the natural occurrence of fear, | | | | crusade of smear, wherein you promote anger |
| ego, anger, and the demand for retribution as a | | | | and outrage at every corner and shout down any |
| consequence of the attacks. The Administration | | | | good sense wherever it arises and conflicts with |
| simply reframed and redirected this energy into | | | | your agenda. You create public relations |
| an "us and them" paradigm, which they have used | | | | campaigns which proactively anticipate and rebut |
| ever since to justify decisions both abroad and at | | | | moderate responses and solutions to the complex |
| home. Initially, the American people were | | | | problems being faced, well in advance. The tactics |
| overwhelmingly "on-side" as the government | | | | you use are: finger-pointing, blaming, side-stepping, |
| positioned itself as the righteous and good, but | | | | deflecting, shouting down, sloughing off, minimizing |
| gradually, as the trauma-induced fear, ego, anger | | | | the importance, personal attacks, and any other |
| and need for retribution subsided, clear thinkers | | | | messaging strategy that undermines your |
| began to question how much power the | | | | opponent. You do all this whilst aligning yourself |
| government had absorbed, was using, and how | | | | with a self-described and self-defined notion of |
| safe it was in the hands of a media that was | | | | what it means to be a patriotic, god-fearing, |
| offering no checks or balances. Unfortunately, this | | | | respectable, aligned, and in touch with "America". |
| groundswell of clear thinking did not arise in time | | | | Mix this up in a crucible and keep adding the |
| for the Kerry defeat in 2004. | | | | ingredients of fear, anger, and intolerance to |
| Us or Them: To effectively use the us/them | | | | ensure your message continues to get through |
| strategy, the Bush-Cheney Administration devised | | | | loud and clear. |
| an America v. Terrorists paradigm (Terrorists | | | | Democrat Impotence: Democrats reel when they |
| initially defined as Osama Bin Laden and extremist | | | | meet up with these GOP guerilla marketing and |
| Muslims). However, quickly, the term "Terrorist" | | | | public relations tactics. Instead of calling these |
| was redefined to include non-American, | | | | strategies what they really are - groundless and |
| non-Christian, non-continental, non-white, non-ally, | | | | baseless smearing, finger-pointing and blaming in an |
| and lastly non-supportive of American | | | | attempt to deflect attention from deficient and |
| government policy of any sort - in essence, | | | | faulty domestic and foreign policies, Democrats |
| anyone or any group who did not buy into the | | | | feebly attempt to take the high road and become |
| Bush-Cheney agenda. Countries initially supportive | | | | apologists for their own poorly thought through |
| of the United States, began to increasingly | | | | platform or lack of decision-making. Leadership |
| diminish in numbers as the Bush-Cheney | | | | takes courage - "Obama-like" courage. What does |
| Administration sought catharsis after 9/11. Since | | | | the perennially Democratic waffling do in the end? |
| striking out and making meaningful gains against | | | | It creates an impression that the Democrats |
| Terrorism was nebulous and akin to holding | | | | really don't stand for anything; are fearful of |
| mercury in your fingertips, they decided to | | | | making decisions; are anti-American; without |
| resurrect and reify an old enemy from the closet | | | | courage; and unable to offer cogent answers to |
| - who else but a UN sanctioned, fully-embargoed, | | | | complex problems. Why does this consistently |
| struggling, but anti-American nation all but | | | | happen? In truth, American governance has come |
| ostracized by the rest of the Middle East, and a | | | | down to weekly polling of public opinion; CNN |
| sworn Bush family enemy - yes, Iraq, and | | | | sound bites; strategic alignment of values (even |
| Saddam Hussein. And, yes, he was a bad man. | | | | when no alignment really exists); and strategic |
| During this period, America's trend toward | | | | public relations campaigns. |
| isolationism was tempered only by its realization | | | | The Answer: There is no political accountability in |
| that the probability of having mass ally enrolment | | | | America, only messaging and public relations |
| for its paranoiac view of the world and this "new" | | | | strategies. Democratic free will and good sense in |
| terrorism threat was slim. Terrorism is not new. It | | | | governance has been replaced by strategic media |
| has just never been so present in North America. | | | | manipulation. There is only one solution to this |
| Nevertheless, the increasingly rapid beating "drums | | | | potentially disastrous downward spiral in the |
| of war" amplified the message that a drastic | | | | American soci-political context - improve education |
| response was required. The us/them strategy | | | | and awareness and decry sensationalism. To be |
| allowed the Bush Administration to attack a | | | | fit to lead and role model the way of progress, |
| country unilaterally and without any good cause. | | | | globally, in this century, America must |
| Once support for this farcically contrived enemy | | | | responsively and dramatically open its collective |
| and for the war was established, there would be | | | | eyes and minds to the creation of domestic and |
| no turning back. It became obvious to the | | | | foreign policy which reflects the current realities |
| Administration that they could ostensibly do | | | | we are all facing and not the anachronistic "cold |
| anything they wanted under the guise of | | | | war" mentality of grey haired men and their sons. |
| protecting America - no checks and balances | | | | In order to move forward this century, the focus |
| required. So, international law was abandoned, and | | | | of North American education needs to make a |
| the country was unanimously and knowingly | | | | marked shift toward an educated, balanced view |
| plunged into the conflict in Iraq. | | | | and awareness of: (a) the reality of a closed |
| Strategies and Tactics: So, the question remains, | | | | global environmental system (i.e., the earth is finite |
| how is it that the Bush-Cheney Administration | | | | and once used up, much of it is non-renewable); |
| could have possibly gotten away with marginalizing | | | | (b) the reality, limitations, and consequences of |
| and pitting its own citizens against one another - | | | | human evolution, consumerism, and accumulating |
| people of clear mind and conscience. How did they | | | | for the sake of accumulating; (c) the threats and |
| manage to subjugate free will and sound thinking | | | | limitations posed by rampant extremism of all |
| in favour of draconian, self-serving energy policies | | | | kinds (including, but not limited to: religious, |
| which have ultimately served to benefit the most | | | | economic, psychological, social, and physical); (d) |
| wealthy segment of the American public with the | | | | the danger of unabashedly unchecked media |
| emotional support of the general public, who | | | | sensationalism, public relations spins, and sound-bite |
| would be the bearers of this cost (financially and | | | | mentality in the mass communication of fact and |
| in human lives)? Moreover, how did they tactically | | | | or truth; and (e) evolving beyond intolerance, |
| justify these decisions and the process chosen | | | | anger, ego, self-centered individualism, and us |
| knowing that countless numbers of its young men | | | | them ways of thinking and acting and moving |
| and women would be thrust unknowingly into | | | | more toward an era of patience, tolerance, |
| "harm's way", with a nod from their mothers and | | | | strength, and role modeling. To be the just, fair |
| fathers? The answer to this dynamic remains | | | | leader of civilization in the 21st century, America |
| buried in Americana. In order to uncover the | | | | must begin by forsaking the entrenched |
| collective logic and reason, one would need to drill | | | | smugness of "hanging its hat" on things that |
| down into American society, and look carefully at | | | | worked in the past on this continent, in favour of |
| the socioeconomic class systems and groupings | | | | what will work in the future, for this planet. |
| as well as the education and communications | | | | Leadership has both privileges and responsibilities. |
| environments currently in place. This activity is | | | | Leading the way forward requires a long-term |
| beyond the scope of this article. However, suffice | | | | vision and pragmatism; bringing others into the |
| to say, large numbers of young adults from the | | | | fold; and not short-to-medium-term |
| elite and politically powerful classes did not end up | | | | Armageddon-based thinking or objectives. It's |
| going to Iraq. To put it another way using the | | | | time for responsibility, accountability, and balance. |
| metaphor of a hearty all-American, bacon and | | | | The community of world depends on these things |
| eggs breakfast: "the chicken was supportive, but | | | | and on America to lead the way. |