On last Saturday's episode of "Behind the News," al-Jazeera discussed Donald Rumsfeld's speech at the Council on Foreign Relations about the media. Under the title "American backwardness in the media war against al-Qaeda," the show invited the able Arabic speaking American diplomat Alberto Fernandez (who evidently was in town along with Karen Hughes), the Washington based Usama Abu Rashid (who I don't know anything about), and the Egyptian Kefaya activist Abd al-Halim Qandil to discuss the reasons for America's failures in the media wars - a topic which must have been extremely popular in the al-Jazeera editorial room!
The program began with a clip from Rumsfeld's speech, and was framed around two questions: why does Rumsfeld think that America is failing in the media realm, and does Washington understand the real reasons for its failures?
Alberto Fernandez (State Department) argued that Rumsfeld's remarks should be understood as primarily for local consumption, and as directed more towards the Defense Department's efforts than towards America's overall media efforts. Jumana al-Namour, the host, was skeptical: isn't it a bit strange, she asked, that a speech for local consumption would mainly be about efforts directed towards the Arab and Islamic media? Fernandez tried to argue that it was really about the image of the American armed services, pointing to how the Abu Ghraib scandal had undermined American military missions in Iraq.
That isn't really how I heard Rumsfeld's speech, I have to say - it seemed much broader in its scope than just the military side. But thinking about it, I can understand this interpretation: from an inside the beltway perspective, Rumsfeld's speech wasn't as much an attack on the media or a creative rethinking of American information efforts as it was a broadside attack on Karen Hughes. Since Hughes came on board, Fernandez's office has worked to vastly expand the American official presence on the Arab satellite TV stations. Rumsfeld's office, I gather (with his new Public Affairs Under-Secretary Dorrance Smith, who thinks that the media as a whole, and al-Jazeera specifically, is in bed with terrorists), is deeply hostile towards Hughes's outreach to al-Jazeera and to her public diplomacy operation. Rumsfeld's dismissal of American media efforts and argument to increase the role of the Defense Department in those efforts might well have been a public escalation of bureaucratic warfare - a hypothesis reinforced by the subsequent appearance of a column by their ever-loyal flack Max Boot decrying the State Department's public diplomacy efforts and praising those of Defense.
The rest of the program was actually a bit disappointing. Usama Abu Rashid argued that the real context of Rumsfeld's speech was the widespread perception that the US faced a crisis with Arab and Muslim public opinion that existing efforts such as al-Hurra and Radio Sawa couldn't meet. He noted a report issued this month by advisers to the Pentagon which had argued that the coming battle would largely be decided in the media. But, he argued, the real problem was policy, and no media efforts or Karen Hughes led public diplomacy would allow the US to improve the image of policies that the Arab and Muslim world viewed as unjust and biased. Qandil then said that Rumsfeld's remarks were ridiculous, and agreed that the problem wasn't the marketing of the product (American foreign policy) but the product itself. Which then provided the cue for leveling a series of attacks on American foreign policy. The truth, he said, was against America so any attempt to reveal the truth would only hurt America. Qandil said that frustration with America's inability to win in Iraq lay behind Rumsfeld's speech, with the focus on the media being an attempt to shift to a domain in which America might be able to win. But, Qandil said, it couldn't.
Fernandez calmly replied that, with respect to his friends, that they were offering superficial analysis because in truth we really are talking about al-Qaeda. As for the "product", Alberto said that the product America was selling was freedom and reform. Jumana then asked him again why, then, Rumsfeld spoke of a media failure? Alberto dodged the question, pushing on the theme that America's advocacy of reform responded to the voices of reformers in the region, that America listened every day to the voices talking about freedom and reform and that this had therefore become a big part of American policy in the region. That's a good line of argument to take on al-Jazeera in general I'd say, but it didn't respond to the question. So Jumana said, but you didn't answer my question, and then asked it again. So Alberto said again that maybe Rumsfeld was just talking about the Defense Department... at which point Jumana said that maybe Alberto kept saying that because he was coming from the State Department, and then they went to commercial.
After the break, more of the same. Abu Rashid repeated the point about the public opinion polls showing hostility to the United States. Qandil repeated the point about the failure of American efforts, pointing out that the reason al-Hurra and Sawa failed was that they had no credibility - if they told the truth, to gain credibility, the truth would hurt America so they couldn't tell the truth. Alberto almost lost it there, but he's a cool customer and did a decent job staying on message. He argued that al-Qaeda represented a marginal group but capitalized on the feelings of resentment and hatred and polarization in society, and that America and the world needed to promote mutual tolerance and better living conditions in order to neutralize al-Qaeda. When Jumana asked him what he thought about the Defense Department playing a bigger role in public diplomacy, Alberto said that he thought that the military should stick to fighting battles. I'd have to agree.
Overall, I was a bit disappointed with the show because it didn't really get into the questions I'd like to see discussed - a lot of it was kind of the same old same old (better public diplomacy or changing policy? Is America serious about promoting reform?) rather than a fresh look at America's media efforts. I'd imagine that Alberto came away from the show a bit frustrated, though I think that it's incredibly important that people like him are there on al-Jazeera even if they don't have the best time at it (though he was sitting in the studio across from Jumana, so how bad could it have really been?). To me, the most interesting part was what it seemed to reveal about State-Defense competition over public diplomacy - which might not be of much interest to al-Jazeera's viewers, but should be to public diplomacy observers. Be curious to know what other PD folks think.