Growing up in the 80's, where the family gathered around the TV at nights; so being exposed to the fast accelerating media outlets of our time; it is easy to comprehend the importance of media in our democratic society. People rely on the media to report the facts, and to carry an unlimited discourse; because in a democracy one should have the right to credible information and the freedom of expression. But what happens if media becomes bias and looses objectivity, and somehow limits the discourse? What if this happens at the same time as its roll/task becomes more important, while an increasing number of people are relying on the media -more than ever before- to tell them the truth? Mc Chesney makes a critical and very important claim in Outfoxed when he says that “media is the nervous system of a democracy – if it cannot function; democracy will not function” (Outfoxed, 2004), which is perfectly true. Because, when looking at the Medias roll before/during/after a war; one can see that democracy is easily lost by the ignorance of certain news media to attain objectivity and to extend the discourse. In this essay I will take a closer look at the Medias roll during war; with a focus on the Vietnam War and the ongoing Iraq War. I will investigate the differences/similarities of the war coverage by the Media/News Media from both of these wars; first I will discuss the most important features of each of the wars, and later compare them to see if any change in the media coverage can be found in a historic perspective. I will also prove the importance of objectivity in a democracy. Since Media/News Media has come to contribute to a construction of ideology, supported and created by certain interests; which through the media strategies of manufactured news and propaganda, exposes the public for bias coverage which narrows the discourse and lessens democracy.
First, I will take a closer look at the media coverage of the Vietnam War. But I will start with discussing the important features of the media during the ‘build up’ to war. Because, in order to create a public ideological support for the Vietnam War, the American media came to work alongside the government to spread it’s interests and beliefs. The Governments agenda became the Medias agenda. Because, just as Carruthers claims: “civilian support [is] essential to the warfront” (Carruthers, 2000:5); and through the media, the State tried to manufacture support and create an opinion for starting a war. The Government expected the media to print propaganda, which systematically worked to manipulate the attitudes, beliefs and actions of the American people; and it did. This way the Government was able to gain enough support for the war, so that they could start occupying Vietnam. A main feature of this propaganda spread by the media was the demonization of the negative Other, which worked as an incitement for the American soldiers to kill the Vietnamese, and also as an incitement for the public to believe in their cause. In other words; they used fear as a motivator for going to war.
Then, once the Government had gained enough support for the war and decided to send troops to Vietnam, the news media and the Government extended their common agenda further. The fact that the Vietnam War was unique; because it was the first ‘TV-war’/‘living room’ war, is important since it “chang[ed] how Americans understood warfare” (Cook, 2001:203). By experiencing a war for the first time through the TV in the living room, the American public started to feel a closer relationship with the soldiers in combat, at the same time as it affected the opinion about the reality of the war. Following the war on the TV-screen made the war feel less real (although more present), but since the news media “presented not the war itself, but its construction” (Cook, 2001:204) the viewer attained a warped view of the reality of the war. Cook claims that “the unreality of pictures results in a distance towards the dead Vietnamese and empowers the Americans” (Cook, 2001:212), which was exactly in line with the Governments/News Medias agenda. By the images shown, the new technology helped producing the idea that American was superior its enemy.
Further, there are several ways in which the Government and the news management did work together in order to forge these bonds of sentiment (and thereby gaining control over the publics’ opinion about the Vietnam War and further the support for the war). First, we need to take a look at the ‘dead body-politics’ that was played out during this war. The one-sided coverage of the dead bodies during this war came to “privilege American bodies…at the expense of the North Vietnamese bodies” (Cook, 2001:203). Since “the dead body is available as a symbol for political and economical investment” (Cook, 2001:204), in contrast to the coverage of the Vietnamese bodies, the dead American bodies were hardly ever shown; and if they were shown they were portrayed as powerful symbols, “carefully filmed and framed” (Cook, 2001:206) with no wounds, blood or faces shown. By doing this, the media placed meanings upon the dead bodies shown. Vietnamese bodies were shown all the time, and they were represented very differently; as less valuable; with less ethical treatment. By choosing this one-sided coverage the news media dehumanized, demonized and racialized the Vietnamese, and by the providing cultural and ideological support for their agenda the Government and the news media enhanced the nationalism and patriotism in the country. Which, in its turn, lead to an increasing support for the war. A way of performing this deconstruction of the enemy, media started to use the language in a helpful way; by using euphemisms. For example, “Dead soldiers” would be mentioned as “non-operative personnel” instead; in order to avoid certain words that would affect the public negatively where the meaning is the same, but the sound of it is softened.
Second, the reason why the public were exposed to such one-sided coverage of the Vietnam War was because the news media depended on the partisan sources it used. And this dependency of sources produced a standardization of footage. When Cook says that the “TV news coverage depended on government and military access” (Cook, 2001:213) at the same time as each network shared common interests with the military/governmental sources (Cook, 2001:205), one realizes the danger of objectivity being lost. This suggests that through the dependency of sources; the government can manufacture news and manipulate the public with misinformation and by withholding information. The reason for this is of course to maintain -or maybe even better- to enhance the support for war, and also to maintain the morale amongst the troops.
Also, it has been argued that the extended media coverage of the Vietnam War (due to the fact that it was the first ‘TV-war’) eventually made America loose the war (the ‘Vietnam Syndrome’); which is not true. I believe the public interpreted the news in the way that it only enhanced the public opinion already held about the war. Knightley writes that an opinion poll executed by Newsweek in 1967 showed that “vad de sett på TV fick en majoritet av tittarna att stödja kriget” (Knightley, 2004:455). 64 percent of the people they questioned explained that watching the news reports about the war increased their support for the war; while 26 percent said it increased their feeling of wanting to oppose the war (Knightley, 2004:455). I also believe that along with the fact that the News Media/Government tried to withhold the reality of the war from the public (in order to maintain the support for the war); the unreality of this ‘TV-war’ “reduced and diminished the impact of [the] images” (Cook, 2001:211) shown. Since this led to a compassion fatigue experienced by the American people, would also suggests that it is hard to believe that the publics’ opinion about the war would be able to change.
When discussing the ongoing war in Iraq, it is important to highlight certain features, which are specific for this war. Pentagon worked alongside the Media in the ‘build up’ for war; through tightening bonds with certain news media channels they were able to spread lies about the cause for the war. Fox News was one of the channels that carried a common agenda with the Government. The media strategy was to mislead the public by tying the 9/11 attacks to Saddam Hussein; and then successfully making the public believe in the necessity of a pre-emptive strike towards Iraq. And it worked. By using propaganda by creating enemy images (using the Saddam-Hitler analogy) the Pentagon/News Media shifted its focus from the original reasons for intervention (WMD) during the war, to that of the hunt for Saddam Hussein. Bryan Whitman (deputy secretary of defence) was according to Knightley “den främsta hjärnan bakom den amerikanska mediaplanen” (Knightley, 2004:531). He convinced the Pentagon with a plan to shape the American publics opinion about the war and to try to create support for a ’coalition of the willing’. And the plan (which eventually worked) was to;
“Betona vilket hot den irakiska regimen innebär… Avfärda och förringa alla som skapar tvivel kring detta hot... Försök inte vädja till logiken utan vädja istället till allmänhetens hjärta och sinne, framför allt till hjärtat... Hamra in följande budskap hos allmänheen: ’Lita på oss. Vi vet mer än vi kan tala om’” (Knightley, 2004:531).
Also, to spread certain propaganda, which would create a support for the war, Pentagon worked alongside with Hollywood. Donald Rumsfeld gave the reality TV-show ”Soldiers” greenlight, and it was aired right before the war broke out. The purpose of “Soldiers” was to create a bond between the American public and the soldiers in the field, and “den fick stor betydelse för hur USA lade upp sin mediestrategi inför kriget” (Knightley, 2004:536). It led to the embeddedment strategy discussed below, since it would serve the same purpose.
Once the war was a fact, Pentagon continued to control the media coverage of the war, by following Whitman’s extended guidelines. His suggestion that the journalists should be embedded with the troops - which meant that the media would be incorporated and mobilized without feeling controlled - became a reality. Pentagon also hoped that this would lead to a highlighting of the roll of the military (and especially the roll of the average ‘American boy and girl-soldiers’); and thereby further the support for the war. This was exactly the purpose of the reality show “Soldiers” as well. This might sound as a good idea; because the war correspondent would really get the opportunity to come close to the war. But there lies a danger in turning the reporter into one of the troops; because it is inevitably that the war correspondent would start identifying with the side he was embedded with. Reporters started to use the words “we” and “us” in their reports; they became bias, and sometimes applauded Iraqi deaths and wore arms as well. A journalist interviewed in the documentary Deadline Iraq claimed, “embedded journalists might as well join the army” (Deadline Iraq, 2003). This means that objectivity is lost again; the reporter took a side in the war and therefore hardly ever produced an objective analysis of the conflict. Knightley writes that: “[j]ag lyckades bara hitta två exempel på inbäddade korrespondenter som lämnade kritiska rapporter om uppträdandet hos de amerikanska soldater de var inbäddade hos, reportage som stod I strid med den offentliga framställningen av vad som hände” (Knightley, 2004:534).
Moreover, the sources used in the Iraq war were extremely bias; due to several facts. First, the embeddedment strategy led to a very one-sided reporting which I just have explained. Second, the military headquarters in Iraq (Cent Com) installed by the Americans could easily manipulate which stories should be made public and which stories should end up on the ‘shit list’; which consisted of material that should be avoided. Third, the fact that the Americans discouraged the unilateral news media (by bombing Hotel Palestine in the first phase of war where a lot of the unilateral journalists were located) suggests that George W. Bush was serious when he coined his famous expression “Either you are with us – or against us”. If the war journalists didn’t write what Pentagon requested – they could get killed!
Looking at the media coverage of the Vietnam War and the Iraq War one can see both similarities and differences, and from these make some conclusions of the trends from a historic perspective. Some significant differences are that the Iraq war was much more intimate, immediate and more censured than the Vietnam War. It has become more dangerous for the journalists to be involved in the war; due to the embedded journalism and to the increasing war casualties amongst war correspondents since Pentagon have come to regard them as threats. George W. Bush really has come to show that he is serious when he says: “Either you are with us – or against us”; and if you are not with us it might cost you your life. And this, I suggest, is an extremely dangerous trend. The immediacy of this war is also a significant difference. Today we are able to follow the war twenty-four hours/day if we would desire to. News reaches us faster, but at the same time the sources has become more important. Pentagon has understood this and that is why they introduced the embedded journalist strategy. In a way the journalists, during the Vietnam War, were embedded with the troops; but the guidelines the Pentagon put out for the journalists in the Iraq War suggest much more censorship; which is dangerous. The Cent Com, which was an unknown feature in the Vietnam War, did also suggest an increased effort by the Pentagon to control the media coverage of the Iraq War.
There were also certain similarities of the media coverage during these two wars. For example, just as during the Vietnam War; the journalists made one mistake during the Iraq War when they (again) choose to focus on the efficiency of the war – and not the intent of the intervention itself. Also, the media outlets were used for propaganda purposes in the same way.
In conclusion, in order to understand the importance of objectivity in a democracy, Dorothy Holland and Debra Skinner talks about a “Co-development of Identity, Agency and Lived Worlds”. They suggest that the conditions which our private lives and our public representations are in effects the production of the texts/artefacts that are being submitted by the production. From these products we all make our own interpretations. We consume the texts/artefacts and apply to our readings a meaning of the context. Here, competing products influence our thoughts, and the conditions of something particular or something universal will affect how we perform these readings/interpretations of the raw material. This; in its turn, will affect how we live our lives. Because, if something influences us; we will live our life there after; and also shape our social relations thereafter.
Let us then focus on the American Democracy; what happens if the State/Pentagon, Hollywood and the Media Institutions all has an influence on the production of the texts/artefacts; and especially in the conditions of war? And what happens if the State/Pentagon alongside with Hollywood and the Media Institutions influences what is being produced with a dishonest agenda? Then the texts/artefacts also will take on dishonest forms; and if the propaganda springs from these three different instances at the same time, one would be exposed to very subjective facts. When Pentagon for example puts out guidelines for embedded journalism, or when Fox News Channel does not “separate news from commentary” (Outfoxed, 2004); they already apply a meaning to the context which forces the public to read/interpret the transmitted material in a subjective way. And especially if one is being forced to read/interpret the subjective material in the conditions of war; it will enhance the meaning to the context already offered. So, the same time “as military training produced troops capable of killing, network news produced viewers capable of understanding killing as acceptable, even desirable” (Cook, 2001:205). Hollywood makes the TV-war remind the public enough of a movie, that it is hard to understand the reality of war. And the public almost seemed to have received compassion fatigue. To dehumanize the enemy to further the support for war, was one type of propaganda; to appear as being “Fair and Balanced” – representing objective and journalism – is one type of propaganda, since, in fact you are spreading misinformation and transmitting bias media coverage. The public is being tricked be the common agenda of Pentagon, Hollywood and the Media Institutions, and during the conditions of war also the rest of the world is affected of their agenda. Objectivity is being lost in all news media, and we will not know who to trust anymore; which suggests that also democracy is lost. And now…wasn’t that what “we” were fighting for in the first place?
Works Cited
Carruthers, Susan L. The Media at War: Communication and Conflict in the Twentieth Century. Palgrave Macmillan, New York: 2000.
Cook, Bernie. Over My Dead Body: The Ideological Use of Dead Bodies in Network News Coverage of Vietnam. Overseas Publishers Association, N.V: 2001.
CBC News. Deadline Iraq: Full Uncensored stories of the War. CBC News: 2003.
Greenwald, Robert, Dir. Outfoxed: Rupert Murdoch’s War on Journalism. 2004.
Holland , Dorothy and Skinner, Debra. The Co-development of Identity, Agency and Lived Worlds. Cambridge University Press, Cambridge: 1996.
Knightley, Phillip. Krigets Första Offer är Sanningen: Krigskorrespondenten som Hjälte och Mytskapare. Ordfront Förlag, Stockholm: 2004.
Morris, Errol. The Fog of War: Eleven Lessons from the Life of Robert S. McNamara. 2003.
Notes from Lecture + Handouts.
Noujaim, Jehane. Control Room. Magnolia Pictures, 2004.