Betterness by Kawika Holbrook

War Paint

Quibbling over labels may seem petty, but branding an international conflict of this scope -- especially in our media-saturated age -- is deadly serious public relations. Here's my take on how the nation's collective effort is going nine days from 9/11.

First came the searing image, followed a few hours later by the patriotic symbol, and then the soundtrack.

The major media outlets branded their special coverage immediately. By this morning, however, the brands were becoming brittle. ABC News still branded their coverage "America Attacked," which was accurate but outdated. MSNBC offered "America on Alert," which is also accurate but nondescript. CBS with "America Under Attack" and CNN with "America's New War" are both ill-defined -- much like the conflict itself.

Even more ungainly was the Pentagon's new code name "Infinite Justice", which suddenly turned up on the cable networks' logos and news-site home pages.

Tonight, President Bush provided the country with rather eloquent war paint. His speech to Congress was described as "bellicose" (David Gergen), fierce (Sam Donaldson), and "dead-on" (a Democrat, I believe). It was certainly the best speech of his life, if not of the best since Kennedy told America we may face nuclear war. Bush offered the world a clear, direct, and stirring call to arms. We'll certainly need one to "bring our enemies to justice or bring justice to our enemies."

Eventually, the whole conflict will need a name. I predict World War on Terrorism -- or WWT for short.

Replies: 3 comments so far

Secretary of Defense Donald Rumsfeld told a press conference that the Pentagon was considering finding a new name for Operation Infinite Justice after hearing from Muslim clerics that the term was offensive.

posted on thursday, september 20, 2001

In the days, months, and years to come, academics, pundits, and the public will pick over the speech -- as they should. I'm already wondering how it was crafted.

Quibble: Bush stumbled at the beginning, calling Robert C. Byrd, the Senate's president pro tem "pro temporary." Actually, given Byrd's age and shaky presence on the dias, Bush may be more accurate than his malaprop suggests.

posted on thursday, september 20, 2001

U.S. Tightens Net Around Afghanistan
Rumsfeld and Secretary of State Colin L. Powell spent 2-1/2 hours delivering secret briefings to members of Congress. The Pentagon renamed the military campaign Operation Enduring Freedom. The first designation it had picked, Infinite Justice, was seen as skirting too close to religious sensitivities, particularly those of Muslims, because it suggested treading on a deity's role in dispensing ultimate judgment.

posted on wednesday, september 26, 2001

Gridiron Gladiators No More?

This weekend brought the return of football to television, and with it a new sensitivity toward war clichés. Whether your team wins or loses, all of us -- fans, reporters, and players -- may find ourselves at a loss for words. Or at least more careful in our choices.

Peace

This is America's new Pearl Harbor. Only it's worse. We have no clear enemy. "Freedom itself was attacked this morning by a faceless coward," President Bush said. "And freedom will be defended." But how do we defend it now? How do we win a war when fighting "cowards" only stokes the flames that forge more cowards?

Wireless Wonder

I've been looking for a new wireless service. Found this: “With our new Cingular Nation calling plans, you can travel anywhere in America — all 50 states — and pay the same low rate for all of your calls – with no roaming or long distance charges.” And down the same page: “Cingular Nation Calling Plans are not available in the state of Hawaii.” Perhaps Puerto Rico is now the 50th state.

Unmitigated Gall

The new version of MS Explorer for Windows will no longer land on an error page when they type in an errant URL. Instead, they will arrive at MSN’s search page. Of course, Microsoft claims it’s simply an effort “to make it a less disruptive experience to browse the Web.” Error pages are called up more than 14 million times a day worldwide via Internet Explorer, according to Microsoft. Chalk up 14 million more ways for Microsoft to tell your eyeballs where they should go today.

mmGood?

As new brand names goes, you could do worse than O2. The chemical formula for Oxygen is short, easy to pronounce, and memorable. Whatever you sell is instantly associated with something clean, universal, and essential. And, if Oprah’s Oxygen Media is willing to sell the URL www.o2.com, you should be good to go. So why is British Telecom renaming its wireless unit mmO2 PLC? The “mm” doesn’t mean anything, according to the company, but it “allows us some flexibility. If we want to start a new brand in a few years, we can use the two Ms.” mmDumb.

How to Write

The first five of 25 easy steps to becoming a writer, from Heather Havrilesky:

1. Get angry.
2. Think you’re better than most people.
3. Try to explain this to others.
4. Feel alienated by their reactions.
5. Get angrier.