Naomi Klein

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Brand USA is in Trouble

Sure, there is a certain irony in being urged to get off the couch by the company that popularised the "drive-thru", helpfully allowing customers to consume a bagged heart attack without having to get out of the car and walk to the counter. And there is a similar irony to Bush urging the people of the Middle East to remove "the mask of fear" because "fear is the foundation of every dictatorial regime", when that fear is the direct result of US decisions to install and arm the regimes that have systematically terrorised for decades. But since both campaigns are exercises in rebranding, that means facts are besides the point.

Can Democracy Survive Bush's Embrace?

It started off as a joke and has now become vaguely serious: the idea that Bono might be named president of the World Bank. US Treasury Secretary John Snow recently described Bono as “a rock star of the development world,” adding, “He’s somebody I admire.”

The job will almost certainly go to a US citizen, one with even weaker credentials, like Paul Wolfowitz. But there is a reason Bono is so admired in the Administration that the White House might just choose an Irishman. As frontman of one of the world’s most enduring rock brands, Bono talks to Republicans as they like to see themselves: not as administrators of a diminishing public sphere they despise but as CEOs of a powerful private corporation called America. “Brand USA is in trouble... it's a problem for business," Bono warned at the World Economic Forum in Davos. The solution is “to re-describe ourselves to a world that is unsure of our values.”

Getting the Purple Finger

The Iraqi people gave America the biggest 'thank you' in the best way we could have hoped for." Reading this election analysis from Betsy Hart, a columnist for the Scripps Howard News Service, I found myself thinking about my late grandmother. Half blind and a menace behind the wheel of her Chevrolet, she adamantly refused to surrender her car keys. She was convinced that everywhere she drove (flattening the house pets of Philadelphia along the way) people were waving and smiling at her. "They are so friendly!" We had to break the bad news. "They aren't waving with their whole hand, Grandma—just with their middle finger."

You Break It, You Pay for It

So it turns out Pottery Barn doesn't even have a rule that says, “You break it, you own it.” According to a company spokesperson, “in the rare instance that something is broken in the store, it's written off as a loss.” Yet the nonexistent policy of a store selling $80 corkscrews continues to wield more influence in the United States than the Geneva Conventions and the US Army's Law of Land Warfare combined. As Bob Woodward has noted, Colin Powell invoked “the Pottery Barn rule” before the invasion, while John Kerry pledged his allegiance to it during the first presidential debate. And the imaginary rule is still the favored blunt instrument with which to whack anyone who dares to suggest that the time has come to withdraw troops from Iraq: Sure the war is a disaster, the argument goes, but we can't stop now—you break it, you own it.

You asked for my evidence, Mr. Ambassador. Here it is

David T Johnson,
Acting Ambassador
The US Embassy, London


Dear Mr Johnson,
On November 26, your Press Counselor sent a letter to the Guardian taking strong exception to a sentence in my column of the same day. The sentence read: “In Iraq, US forces and their Iraqi surrogates are no longer bothering to conceal attacks on civilian targets and are openly eliminating anyone—doctors, clerics, journalists—who dares to count the bodies.” Of particular concern was the word “eliminating.”

The letter from your office suggested that my charge was “baseless” and asked the Guardian either to withdraw it, or provide “evidence of this extremely grave accusation.” It is quite rare for US Embassy officials to openly involve themselves in the free press of a foreign country so I took the letter extremely seriously. But while I agree that the accusation is grave, I have no intention of withdrawing it. Here, instead, is the evidence you requested.

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