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Why 'War on Terror' Was Re-Branded
The 'war frame' helped Bush consolidate power, never fit reality of terrorism.
The "War on Terror" is no more. It has been replaced by the "global struggle against violent extremism." The phrase "War on Terror" was chosen with care. "War" is a crucial term. It evokes a war frame, and with it, the idea that the nation is under military attack -- an attack that can only be defended militarily, by use of armies, planes, bombs, and so on. The war frame includes special war powers for the president, who becomes commander in chief. It evokes unquestioned patriotism, and the idea that lack of support for the war effort is treasonous. It forces Congress to give unlimited powers to the President, lest detractors be called unpatriotic. And the war frame includes an end to the war -- winning the war, mission accomplished!
The war frame is all-consuming. It takes focus away from other problems, from everyday troubles, from jobs, education, health care, a failing economy. It justifies the spending of huge sums, and sending raw recruits into battle with inadequate equipment. It justifies the deaths of tens of thousands of innocent civilians. It justifies torture, military tribunals, and no due process. It justifies scaring people, with yellow, orange, and red alerts. But, while it was politically useful, the war frame never fit the reality of terrorism. It was successful at consolidating power, but counterproductive in dealing with the real threat.
Terrorists as criminals
Former US Secretary of State Colin Powell had suggested "crime" as the frame to use. It justifies an international hunt for the criminals, allows "police actions" when the military is absolutely required, and places the focus and the funding on where it should go: intelligence, diplomacy, politics, economics, religion, banking, and so on. And it would have kept us militarily strong and in a better position to deal with cases like North Korea and Darfur.
But the crime frame comes with no additional power for the president, and no way to hide domestic troubles. It comes with trials at the international court, giving that court's sovereignty over purely American institutions. It couldn't win in the administration as constituted.
The abstract noun, "terror," names not a nation or even people, but an emotion and the acts that create it. A "war on terror" can only be metaphorical. Terror cannot be destroyed by weapons or signing a peace treaty. A war on terror has no end. The president's war powers have no end. The need for a Patriot Act has no end.
It is important to note the date on which the phrase "war on terror" died and was replaced by "global struggle against violent extremism." It was right after the London bombing. Using the War frame to think and talk about terrorism was becoming more difficult. The Iraq War was declared won and over, but it became clear that it was far from over and not at all won and that it created many new terrorists for every one it destroyed. The last justification - fighting the war on terror in Iraq so it wouldn't have to be fought at home -- died in the London bombing.
Orwellian nuances
And so the term "War on Terror" had to go. Gen. Richard B. Myers, chairman of the Joint Chiefs of Staff and the head man in waging war, said he had objected to the term, "because, if you call it a war, then you think of people in uniform as the solution" Instead, the solution is "more diplomatic, more economic, more political than it is military."
That's what was said by those in the anti-war movement.
Donald Rumsfeld's spokesman, Lawrence DiRita, said that the change in language was "not a shift in thinking," like Nixon saying "I am not a crook." But when the war frame is crucial and evoked by the word "war," then dropping the "war" while addressing the public will result in a shift in thinking in the public mind: If the war frame is not evoked in the public mind, the failure of the president's war policy will be less visible.
The new phrase is less comprehensible, long, complicated. You almost have to memorize it: "global struggle against ...what was that exact wording again? Oh yeah, "violent extremism." It doesn't sound like poetry, but it a perverse way it is. It says the administration's policy is like the words for it: hard to comprehend, long, complicated. The new phrase is not memorable, and that's the point.
"Struggle" does not evoke a war frame. "Struggle" is more realistic in that it does not imply an end; it may not have a victory, the "mission" is vague, it is hard to say when it is accomplished, and it is difficult. Dropping war takes the blame for failure away from the war policy, takes the focus away from $200 billion and thousands of lives spent so far, with more to come. It also justifies bringing troops home next year. If there is no war, there is no war to lose.
"Global" takes it out of any particular location, and justifies going into any country, anytime. It is diffuse, but confers a broader scope over which to exert power.
"Violent" is important. If they're violent, it justifies using violence against them. It's not just diplomatic, economic and political -- expect the US to use violence.
"Extremists" was chosen very carefully. It applies both abroad and at home. The Bush administration was using the designation "terrorist" for progressive activists and setting the FBI and the IRS on them: activists like, for instance, members of PETA who release minks raised in horrifying conditions. And the radical right has been using the word "extremist" for environmentalists. The term is set up for the suppression of opposition at home.
War without end
What is most important is what is not being said. The Bush administration is implicitly, through the use of language, admitting that war won't stop terrorism and that the war in Iraq had no justification. Important questions arise and must be asked: If this is not a "war," does the president still have the war powers given him by Congress? If there is no "war" anymore, how can there be "enemy combatants" in Guantanamo, whose imprisonment without due process is being justified by "war." If there is no "war," will we still need to call up the reserves and the National Guard? And is the new framing retroactive? Was there ever a "war" on terror? Was it just mistake to think so?
Language matters, because of the frames evoked -- and, just as importantly, the frames not evoked. "War on Terror" evoked a frame that embodied a policy claim, that war was the appropriate means to stop terrorists, and that the Iraq War was justified as a response to 9/11. "War on Terror" was a way to get the public to accept that frame and the policy it was mean to justify.
That policy is now being disowned, and so the words must be dropped. The hope is, in the absence of the old words and the presence of the new, a new frame will take hold and the old policy will be forgotten. The goal is that the public will no longer associate the Iraq War with terrorism and see the failure in Iraq as a failure to curb terrorism. That way most of the troops can be brought home before the midterm elections without the implication that the administration is giving up on stopping terrorism.
What should progressives do? Remind the public that there is still a war going on, that it was the wrong policy from the beginning, that the administration now agrees with the anti-war activists, and that you can't end a war just by stopping the use of the word. And remind the public of what Karl Rove said just weeks ago: "Conservatives saw the savagery of 9/11 in the attacks and prepared for war." The conservatives were wrong; had they been right, they'd still be talking proudly about the "war."
George Lakoff is the author of Don't Think of an Elephant: Know Your Values and Frame the Debate' (Chelsea Green). He is Professor of Linguistics at the University of California at Berkeley and a Senior Fellow of the Rockridge Institute. This article is distributed by Alternet.org. ![]()



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Te Aro Arahina
6 years ago
Comments on "Why 'War on Terror' Was Re-Branded"
Bush can squirm but he cannot hide.
Te Aro Arahina
6 years ago
How come the obscenity asterikseses don't blot out G. W. Bush's name? It works so well with VP Dick Cheney.
This should be a standard thing for the Tyee:
G. W. ****
Te Aro Arahina
6 years ago
Oops, I guess the asteriksesseses don't work for **** Cheney either.
Dungeness_Crab
6 years ago
Curiouser and curiouser, those asterisks.
This war on a concept must be viewed in the context of entrenching the plutocracy, which it does admirably.
I note they prefer the stealth method, those corporate plutocrats, when it comes to countries like ours. Outright warfare in the streets is not politically tenable, so it's through the back door we go. "Deep integration" is just one recent example. Martin is just so happy to be selling Canada one pound at a time, he can hardly keep his knickers dry.
I digress, I know, but the labored point I'm making is that with the threat of war constantly in the back of people's minds, it serves as a ghastly reminder of what might be, should we ever actively resist the creeping demise of our country so well under way at this point. Talk about an implied threat. So what if you can't open a bank account in this country anymore unless you have a credit rating? The implication is clear: it could be worse, they could be here at gunpoint, literally.
Thank God I'm nearly fifty, and won't live to see the worst of it (hopefully).
*scuttles back under favorite rock*
dangrice.com
6 years ago
While extremism in the short run is being applied to islamic fundamentalists, what about their evangelical bretheren who press state involvement in moral area. Such as banning gay marriage and the war on drug. We need to keep up the full preservation of democracy and eventually ensure that peoples from across the planet have full equality and opportunity, and that no sect, cult, or fanaticism can take that away.
nemesis
6 years ago
Nice comparison Dangrice: Blowing up babies to banning gay marriage and fighting drugs. You're with it.
Jeffrey J.
6 years ago
George Lakoff's analysis is so clear and obvious. In a freer press environment, this kind of analysis would be common. Not so in 2005. As an obvious example of the change in "coverage", yesterday 14 young marines were obliterated by a bomb in Iraq. Coverage by major media? Virtually non existent. The single largest casualty event in the entire war. But no coverage. The agenda has changed. It's no longer news. Sadly (and surprisingly), even CBC radio didn't cover this tragedy. So as the "war" unravels into increased killing, it will no longer be "news" and as such, doesn't really "exist". Try telling that to the civilians and people of Iraq, the young, disenfranchised American boys who are sent to die, and their families. Good old doublespeak reigns supreme!
Ron Erwin
6 years ago
This is not true. Last night it was confirmed that it's still called a " Global War on Terrorism " nothings changed. This article is out of date.
Thr reason that they didn't go with with the label " global struggle against violent extremism " is probably because the word extremist could be used to describe almost anyone. The violent part would be ignored and the wacko's would be including christians and Republicans and whoever else they wanted to target as extremist as their whipping boy.
George Bush has yet again made another intelligent decision.
Hopefully the writer of this article will get updated to current events.
Mel from Calgary
6 years ago
Are you saying George W. Bush is not a christian extremist who broke international law to wage war?
Ron Erwin
6 years ago
Mel; Yes that's what I am saying.
Mel from Calgary
6 years ago
Then you are wrong.
allan
6 years ago
"George Bush has yet made another intelligent decision," offers Ron Erwin.
Just to get it straight Ron, when was it that GW made the other intelligent decision?
Hey, take your time on that one.
Ron Erwin
6 years ago
Allan; When he decided to be President of the United States.
Mel from Calgary
6 years ago
I thought it was the courts who decided? He did get elected properly the second time but there is a book coming our about irregularities in Ohio's voting.
Ron Erwin
6 years ago
Mel; In the 2000 , although very close was in fact won by George Bush. You may have noticed him on TV during those 4 years behind a pulpit with the Presidential seal on it.
The New York Times, a extreme liberal publication, did a recount themselves. Guess what, they found he won and reported it on page 113.
I know liberals refuse to believe he even won the 2004 election, but he did. We are much better off because of this. The alternative would have been fancy pant's Kerry.
God help us if that happened.
Mel from Calgary
6 years ago
I think you mean "real war hero" Kerry.
dangrice.com
6 years ago
If you think one form of fundamentalism and another do not have common roots, just because there means are different, you may want to re-examine your own ideas. The islamacist have taken it to the extreme with their attacks, but fundamentalism across the board is blinding.
How about gunning down abortion providers? Or high imprisonment rates among minorities because of a desire to expand moral beliefs. But there are extremist across the board, across the spectrum, and I threw out one example. Surely, the unibomber, and McVeigh fall into extremism as well.
But if its true, as Ron said, they backed down from mentioning "extremism", then I think partially vindicated. (Who knows, the CIA is probably monitoring our posts, and maybe they fed my little snipe back to GWB) A war on extremism could easily blend into a war on zealots of all stripes and cross the boundaries of fundamentalism.
Te Aro Arahina
6 years ago
So now G.W. is back to War on Tay-Roar. The Violent Extremism spiel had more than two syllables, dangerous territory for that man's mouth, and enough to render him Apocaplectic Now on account of sniffin' too much napalm in the morning.
Of course, he's still trying to say it's a war agin them bad onions who blowed up them trade towers real good, but his aim's off by about 50,000 miles.
Dungeness_Crab
6 years ago
The "war on terra" knows no boundaries. Or definitions, apparently.
Frank
6 years ago
The US refusal to be part of international organizations like the court says it all. When a country wants to be free from the rules it would apply to others you have to ask why. And really its just a case of optics anyhow. Its not like the US would recognize any decision that went against it. NAFTA and WTO decisions that go against the US tend to be ignored too.
dangrice.com
6 years ago
I'll agree with you frank, we need to put more weight into international organizations. But I think there is also some huge deficiencies in the current ones.
The UN, for one, is toothless. It has a charter of human rights which, frankly, half its members don't abide by, and to make matters worst it allows tyrannies and dictatorships to sit on rights tribunals.
As for an international court, does anyone know which legal code it is supposed to run by?
Camgra
6 years ago
Various Geneva conventions?
RickW
6 years ago
The George Bush thing has been nothing more or less than a massive way to pump hundreds of billions of public money into a few private pockets. PT Barnum's: There's a sucker born every minute" applies particularly well here and is the GWB Gang's credo.
(Although attributed to PT Barnum, it was actually a banker named David Hannum who uttered: "There's a sucker born every minute." But that is another story.
http://www.historybuff.com/library/refbarnum.html )
George Bush & gang has always operated under this maxim, and they have found (much to their delight!) that about 150 million suckers fell for their con game. The con goes on, as we speak........
Bailey
6 years ago
Dangrice; there are several possible templates available for an International Tribunal or Court.
The Nuremberg trials in the late 40s are one. Crimes against peace and humanity originated there I believe. The crimes prosecuted there were not only not crimes in the jurisdiction where they were committed, they were compulsory.
Another is the International Law of the Sea. Established at the time of the looting of the New World, to combat piracy. An interesting feature of that is the idea that anyone can arrest and try a pirate. Even if the crime took place in international waters, outside of anybody's jurisdiction, and even if the crime was against somebody else not present in the proceeding.