Selling the USA
For much of the 20th century, the United States did a stellar job convincing the rest of the world it was a country to be admired. Credit obviously goes to U.S. actions such as fighting in World War II and the U.S. Information Agency, promoted the country’s image abroad.
It ran a vast broadcasting effort in different languages, designed to provide accurate information and promote U.S. interests. Its clearly marked websites contained information about the United States, USIA programs and key international events and issues. It oversaw educational and cultural exchanges and a network of libraries around the world.
But the USIA was folded into the State Department almost a decade ago with the argument that the Cold War had been won and that it wasn’t needed any more.
It’s now evident that couldn’t be more wrong. The USIA, or something like it, is badly needed. Though the State Department — and a board of governors that has overseen broadcasting efforts since 1994 — has kept many of the programs, they’re often patchy and poorly coordinated, according to a report last year by Congress’ non-partisan Government Accountability Office. Just as troubling, the Pentagon is stepping in in ways that risk undermining those past successes.
Last week, USA TODAY reported that the Pentagon is setting up a global network of foreign language news websites, including an Arabic site for Iraqis. It is hiring local journalists to write stories that promote U.S. interests. It is establishing a site for Latin American audiences and wants to do the same in Asia. The site looks like an independent news website. Only the “about” link at the bottom takes readers to a page that discloses Pentagon sponsorship.
Certainly, websites can help America get its point of view across. U.S. adversaries, including al-Qaeda, use them. But the military is not the best messenger, and deception is not the best tool. Both undercut the sites’ credibility, potentially negating their value. Already, the Pentagon has had to back off a program in 2005 when members of Congress forced it to stop paying Iraqi journalists for favorable stories in the Iraqi media.
Foreigners in repressive countries are used to biased information, often through stories designed to present a particular point of view. The Pentagon websites risk being seen as little different. Better to showcase America’s values, including untainted reporting — a way of winning hearts and minds that the United States once did so well.
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