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Audio: Military Analysts Laud "The Leader" Rumsfeld

Last month, The New York Times published its front-page exposé of the Pentagon's strategy of using military analysts. The retired officers who frequently appeared on TV were the ideal vehicle to broadcast the administration's message on the wars in Iraq and Afghanistan. "Message force multipliers," Pentagon officials called them.

Well, earlier this week, the Pentagon released all of the documents that had been turned over to the Times. It is a staggering load. But most immediately intriguing is audio of some of the briefings at the Pentagon, including two featuring Secretary of Defense Donald Rumsfeld.

The audio we've excerpted here comes from a meeting on April 18, 2006. It was an emergency meeting called because earlier in the month, several retired generals had hit the airwaves demanding that Rumsfeld resign. 17 analysts attended the briefing, which featured Rumsfeld and then-Chairman of the Joint Chiefs Peter Pace. It was a remarkable display of servility, with one analyst at one point proclaiming that Rumsfeld need to get out there on the "offense," because "we'd love to be following our leader, as indeed you are. You are the leader. You are our guy." Here's the audio:

Another analyst chimed in to the effect that, though PsyOps or "brainwashing" are dirty words, it was necessary to get out there on offense. "You know what they call PsyOps today, they call those public relations firms," another said approvingly. Finally, Rumsfeld had to throw up his hands: "You people should be taking notes. I'm taking all the notes!" It sure was an eager group.

A transcript is available here (pdf) for those who want to follow along at home. The excerpt above begins at the bottom of page 18. It cuts at one point to the top of page 20. The full audio of the briefing is here (wav).

Unfortunately, the transcript does not name the analysts when they speak (it just says "Question"), meaning that it is not easily possible to figure out which of them said what. A list of the participants, however, is here.

The Times reported that the meeting was a rousing success for the Pentagon:

The meeting ended and Mr. Rumsfeld, appearing pleased and relaxed, took the entire group into a small study and showed off treasured keepsakes from his life, several analysts recalled.

Soon after, analysts hit the airwaves. The Omnitec monitoring reports, circulated to more than 80 officials, confirmed that analysts repeated many of the Pentagon's talking points: that Mr. Rumsfeld consulted "frequently and sufficiently" with his generals; that he was not "overly concerned" with the criticisms; that the meeting focused "on more important topics at hand," including the next milestone in Iraq, the formation of a new government.

Omnitec Solutions was the private contractor that was paid "hundreds of thousands of dollars to scour databases for any trace of the analysts." The company "evaluated their appearances using the same tools as corporate branding experts."

Update: The Politico reports on the "deafening silence" created by the networks failure to run with the Times' story.


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I remember a statement from Bush....when explaining his job....he said part of his job.."was to catapult the propaganda" any one else remember that?

Here's the full quote, courtesy of The Google:

"See in my line of work you got to keep repeating things over and over and over again for the truth to sink in, to kind of catapult the propaganda."

Bush was speaking at the Athena Performing Arts Center at Greece Athena Middle and High School Tuesday, May 24, 2005 in Rochester, NY.

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truth = propaganda

this is where we are!

Wow. These guys actually advocate talking in banal simplicities like World War II. Detailed logical analysis just gets countered by detailed logical analysis, so don't do it. They don't treat the public like we're stupid by accident or just because they're stupid, but because they really think we're stupid. One general said it, simplicity and framing. They don't care if they're spewing nonsense.

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Yeah, you nailed it.

This didn't happen by accident either. We got to this point after decades of sponsoring PsyOps and coup d'etat abroad which also seeped into domestic practices. Just as torture and totalitarianism are seeping into our domestic practices. Everything does. Who we are abroad will ultimately come back on us just as a brutal street cop inevitably brings it home.

We raise a military culture on a steady diet of propaganda, invasion, and overthrowing democracies that don't agree with us, and then we're surprised when it comes back on us?

The military and covert forces obviously emphasize force and deception. That's thier job. Not democracy and sunlight. We have a civilian government and civilian media for good reason. Or at least we're supposed to if one ignores the the great deal of consolidated ownership, revolving doors and blurred lines.

Military juntas don't make for good government, and it shouldn't be a surprise they're not good journalists either.

The MSM, CNN, MSNBC, FOX, it's complete crap. Brain rot. From the phony anchors to the oily experts. May as well get the National Enquirer or Pravda.

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So, I've been wondering about the network silence, too. Is it possible their lawyers said just shut up about it, it was illegal for you just like it was illegal for them.
I'm not trying to find an excuse for them, but how liable are they?

The mantra and mission of the gop, the more you say it the more people believe it, not matter how false the statement. cheney is the poster child of this tactic, and unfortunately there are people who buy into this bs. So when does the prosecution against rummy start, since its illegal to use propaganda against against our own people? Hopefully next january 21.

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Rumsfeld has been a walking ego trip like a Mafia Don all his life. My wife's aunt worked at Searle Pharmaceuticals in the 70s when Rummy was CEO and she said everyone was terrified of him. He insisted on having elevators all to himself and his entourage. Other employees were required to exit when Don wanted to use their lift. It's not surprising that he acted like a tyrant when he was SecDef. Tyrants can only function when they are surrounded by sycophants.

Scary, these guys have the time to discuss deceiving the American People and laugh it up throughout the entire audio. Why we do not train people to think for themselves especially from these types of tactics is astounding? DO these people who were in the room believe that you build trust and honor through deception and manipulation. Call me naive but these are not the values that our founding fathers have nor are they the values that this cuountry was founded upon. ANd yet these guys will scream all day that they are patriots? I call Bullshit!

First, "propaganda", in and of itself is not illegal, and in many cases may not at core be objectionable. Of course, the term "propaganda" has a negative connotation (although maybe not for the President), and is usually used as a perjorative by those who disagree with the message being delivered.

That said, the interesting thing here (which remains unexamined by the New York Times and others) is whether the analysts were tasked by the Pentagon to influence U.S. public opinion and the intention was to hide the hand of the U.S. government itself. It is that combination, where the Government seeks to influence while keeping its role in such influence secret that is pernicious (and perhaps illegal). Why illegal?

The National Security Act, Section 503, provides that "No covert action may be conducted which is intended to influence United States political processes, public opinion, policies, or media," and a "covert action" is defined as "term "covert action" means an activity or activities of the United States Government to influence political, economic, or military conditions abroad, where it is intended that the role of the United States Government will not be apparent or acknowledged publicly". This is not as clear as it may seem (for instance, a covert action is defined as taking place "abroad," but later the statute seems to prohibit covert actions at home. This has not been litigated, but is an important question.

It is also important from a policy perspective: the effect of a government policy to covertly influence public opinion would change both the perception and reality of ordinary life in the U.S.

The danger of such activity is illustrated by the case at hand, where Americans may have been tricked into believing that the opinions of experienced (but retired) military officers was significant because of its apparent independence from the U.S. Government. But that appears to have been false.

Woo, LAWDY! That's creeeeepy... I haven't heard situational-ethics man-crush sweet talk that lickspittle this side of a maximum-security jail cell! I'm glad, in a way, you shared, TPM. ...Now I'm gonna puke my guts out!

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The "independent" military analysts are giving Rumsfeld advice on how to use the military for best political use.

"In terms of the political ties ... it seems like the political tie has been kind of ebbing away from you guys for awhile. ... But, is there some way that you're thinking about to maybe kind of regain the political tide in your favor by going on the offense. ... Are you going to go out there and, forgive me for the analogy, but start kind of poking people in the nose politically a little bit ...

... But it's got to be the kind of thing that -- what the two Toms were saying about the political, people not hearing the poltical message that you're trying to send sometimes may be seeing you on the offense a little bit"

Transcript p. 18

So covert briefings for military/lobbyist embeds in the networks, discussing how to help Rumsfeld poke people in the nose politically. geez.

And all those prohibitions in the national security act and elsewhere against covert domestic propaganda and using the military for psyops against Americans, phooey - talking about that stuff just makes Rumsfeld and his ex-gens gwumpy.

"RUMSFELD: ... So every time someone tries to do some information operations for some public diplomacy or something, they say oh my goodness,
it's multiple audiences and if you're talking to them, they're hearing you here as well and therefore that's propagandizing or something or it's not fair or it's not right"

Transcript 19 - 20.

Pssst Ex-Sec, what they should have been telling you is, "it's not LEGAL."

Good thing all the "team" were able to keep the sons and daughters in uniform "trusting" them while they went out and pulled this kind of crap. And be paid for it by the people they were actively bamboozling. While the bamboozled sons and daughters and families paid a different price.

And all the while, the good ol boys had a good "chuckle" over attacking the Constitution from within and using military psyops against the American people.

"... I can sum all of this up, unfortunately, with one word. That is PsyOps. Now most people hear that and they think oh my God, they're trying to brainwash --
SECRETARY RUMSFELD What are you, some kind of nut? Don't you believe in the constitution?[LAUGHTER]"
Transcript, p. 20

Using psyops against your own civilian population in violation of law and having a big snickersfest over it. That's not misquided or pompous, it's bad. Truly bad.


A follow up, upon a careful reading of the transcript, and keeping in mind the post above (and my deep pessimisim about this situation, and my inclination to take seriously concerns about covert efforts): the transcript has absolutely nothing in it that supports my fears. In fact, I think the body of the article, pointing out the "leader" language is misleading and unfair to the unamed officers, and even to the Secretary.

I am not one to defend the Adminstration, and certainly not Secretary Rumsfeld. But there is nothing nefarious evidenced by this transcript.

Those who are concerned about the issue of Government interference in domestic affairs in a covert way should keep looking. But we should also be very, very, careful not to advance accusations that will be thin at best, and unfounded at worst.

It's more than just this transcript, it's all the other stuff mentioned by the Times, into which this becomes a major piece to establish the comprehensive whole.

Ah, Alex, you sure your name is not David Frum or perhaps one of his cohorts? Seriously, though, one can always argue and/or defend parts of a campaign or program. It is the sheer mass of everything we now know about the run-up to war and the conduct of it that tells the whole tale. We were conned on the front end, and parts of the "con" are still going on. And like it always does, more will come out. What struck me in particular about the spring of 2006 and "The Revolt of the Generals" as some called those who spoke out. was the vehemence of the anger in those retired brass calling for Rumsfeld's being fired. Vanity Fair ran a lengthy piece in which each of the dissenting former generals was interviewed at length. One could sense there was a lot more these gentlemen could and would tell at a later time. So, when I read about Rumsfeld's "Message Multipliers," my first reaction was, "Oh, I'll bet Swannack, Eaton, et al know something about this foul-smelling arrangement, and perhaps it fueled some of their anger." Who, indeed, would have a better reason to be madder than hell about phony "neutral opinion" than a commander who retired so he could speak out with nothing to gain but a better plan for troops he used to command in Iraq?

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I disagree with you AH.

All the meetings between gov and the "journalist/analysts" who were going to be going onto various national news networks and on various radio programs were all kept secret and the governments role in working with these journalists/analysts to develop a domestic message was not disclosed and was kept covert covert.

Keeping the meetings covert, and the content of the meetings themselves, was because, as specifically stated in the transcript, the meetings were to establish methods of influencing domestic politics and political opinions (see, e.g., references to how Rumsfeld needs to approach the political messaging).

This isn't really any different than the VRNs, except that the Pentagon used covert, undisclosed, government coordinated pre-programed messaging via "live" guests rather than VRNs. These guys also got trips. And all the appropriations bills include the language that, "No part of any appropriation contained in this or any other Act shall be used for publicity or propaganda purposes within the United States not heretofore authorized by the Congress."

Then there are also internal military prohibitions on domestic propaganda (at least, once upon a time there were) which all the retired military would have been aware of and Pace would have been bound by.

The transcript specifically talks about covertly targeting the domestic audience and covertly coordinating political messaging specifically to help Rumsfeld bloody noses politically and to influence domestic politics, all while never disclosing the role of the Pentagon in molding the messaging that the analyst/lobbyists were disseminating. There may also be Smith-Mundt aspects, since there are also discussions of how to shape the message to be delivered to the foreign audience (Iraqis) in such a way as to also impact the US audience - how to counter the al-Jazeera stories they are upset about (its a crusade, its our oil, its humiliation etc.) with a message ostenibly to the Iraqis and ME, but covertly crafted to affect the domestic market.

It's not AS cut and dried as Bush and Cheney's decisions to plant cherrypicked NIE with Judy Miller for disinformation purposes, but it certainly seems to pass more than a "johnu" test of meeting the elements of the violations.

The primary point that pervades is that when the government is meeting with people to shape a message, then sending those people out to deliver the message, the role of government has to be disclosed. Not years later, but at the time. Not only did that not happen, these guys were flat out laughing about being able to violate the laws because the Executive branch didn't have to worry about all that "constitution" and "laws" stuff.

I especially like the voice on the recording who says .."you go O'Reilly and you got him eating out of your hand because you are so smart..."


...or is it O'Reilly is just so profoundly dumb?

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Listen to those guys all giggle when they talk about the constitution. It's just a big joke.

The striking thing about it, as noted, is the craven obsequiousness they all show Rummy -- one of the most incompetent figures in American military history.

I may be a bit late on this thread, but the line that caught me is at the bottom of p25: an analyst remarks that it doesn't really matter whether the Iraqi government is democratic as long as it doesn't pose a threat to the U.S. in the war on terror. Did I misread this? Rumsfeld responds, "yeah."

Isn't this a bigger deal than the slavish praise?

great ideas !

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