By The Beachwood Press Failure Affairs Desk
This week we are providing a three-part excerpt from the opening chapter of When the Press Fails: Political Power and the News Media from Iraq to Katrina, by W. Lance Bennett, Regina G. Lawrence, and Steven Livingston, graciously provided to us by the University of Chicago Press and also available in full on their website. Part 1 of our series is here. Part 2 follows.
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Mission Accomplished
Consider for a moment that day in May of 2003, when President Bush, wearing a Top Gun flight suit, gave his “Mission Accomplished” speech on an aircraft carrier staged as a big-screen movie set. Nearly every major U. S. news organization reported the story just as it had been scripted. The result was the sort of public relations coup that occurs only when the news can be managed on such a scale. (We believe that the idea originated with a public relations consultant, and was then staged with the considerable resources of the White House communication office and the U.S. military.)
Beyond the irony of a president with a dubious military service record playing Top Gun, the message channeled through the news turned out to be disastrously wrong. But such details were no match for the Hollywood moments that the administration regularly rolled out with the help of Hollywood set directors and Washington PR firms. The news had become something of a reality TV program, replete with dramatic stories from top organizations such as the Washington Post, which published the following:
When the Viking carrying Bush made its tailhook landing on the aircraft carrier USS Abraham Lincoln off California yesterday, the scene brought presidential imagery to a whole new level. Bush emerged from the cockpit in a full olive flight suit and combat boots, his helmet tucked jauntily under his left arm. As he exchanged salutes with the sailors, his ejection harness, hugging him tightly between the legs, gave him the bowlegged swagger of a top gun.
The fact that all of this was known to have been staged just for this effect did not detract from the amount and prominence of news coverage the media lavished on the event. To the contrary, the orchestration of the event fit perfectly with the unwritten rules of mainstream journalism in the United States, and thus helped make the coverage what it was: dramatic, unchallenged, triumphant, and resonant throughout the media. Beyond this staging, the implicit journalistic preoccupation with political power in Washington shaped the plotline of Mr. Bush’s Top Gun episode. As a result, most of the coverage of the “mission accomplished” moment was not about whether the war was really over (it wasn’t), or even if there was reason to think that things in Iraq were going particularly well (they weren’t). The story was about power in Washington, and in particular, Mr. Bush’s mastery of the imagery of success – which, at that moment, seemed to make him the odds-on favorite in the 2004 election.
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Posted on June 27, 2007