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  • Rebranding America

    Tuesday, Oct 20, 2009 5:44AM / Standard Entry / Members only
    12 comments

    Re: "Rebranding America" and the response to Obama's winning the Nobel Peace Prize, I agree with so many points that are made in this article. I think of a lot of Americans are completely incapable of thinking beyond the concept of "the US as just another competing country." I think that's a major problem considering - in Bill Maher's words - "there is no second place" when it comes to military spending.

    http://www.nytimes.com/2009/10/18/opinion/18bono.html?_r=1&th&emc=th

    Published: October 17, 2009

    A FEW years ago, I accepted a Golden Globe award by barking out an expletive.

    One imagines President Obama did the same when he heard about his Nobel, and not out of excitement.

    When Mr. Obama takes the stage at Oslo City Hall this December, he won’t be the first sitting president to receive the peace prize, but he might be the most controversial. There’s a sense in some quarters of these not-so-United States that Norway, Europe and the World haven’t a clue about the real President Obama; instead, they fixate on a fantasy version of the president, a projection of what they hope and wish he is, and what they wish America to be.

    Well, I happen to be European, and I can project with the best of them. So here’s why I think the virtual Obama is the real Obama, and why I think the man might deserve the hype. It starts with a quotation from a speech he gave at the United Nations last month:

    “We will support the Millennium Development Goals, and approach next year’s summit with a global plan to make them a reality. And we will set our sights on the eradication of extreme poverty in our time.”

    They’re not my words, they’re your president’s. If they’re not familiar, it’s because they didn’t make many headlines. But for me, these 36 words are why I believe Mr. Obama could well be a force for peace and prosperity — if the words signal action.

    The millennium goals, for those of you who don’t know, are a persistent nag of a noble, global compact. They’re a set of commitments we all made nine years ago whose goal is to halve extreme poverty by 2015. Barack Obama wasn’t there in 2000, but he’s there now. Indeed he’s gone further — all the way, in fact. Halve it, he says, then end it.

    Many have spoken about the need for a rebranding of America. Rebrand, restart, reboot. In my view these 36 words, alongside the administration’s approach to fighting nuclear proliferation and climate change, improving relations in the Middle East and, by the way, creating jobs and providing health care at home, are rebranding in action.

    These new steps — and those 36 words — remind the world that America is not just a country but an idea, a great idea about opportunity for all and responsibility to your fellow man.

    All right ... I don’t speak for the rest of the world. Sometimes I think I do — but as my bandmates will quickly (and loudly) point out, I don’t even speak for one small group of four musicians. But I will venture to say that in the farthest corners of the globe, the president’s words are more than a pop song people want to hear on the radio. They are lifelines.

    In dangerous, clangorous times, the idea of America rings like a bell (see King, M. L., Jr., and Dylan, Bob). It hits a high note and sustains it without wearing on your nerves. (If only we all could.) This was the melody line of the Marshall Plan and it’s resonating again. Why? Because the world sees that America might just hold the keys to solving the three greatest threats we face on this planet: extreme poverty, extreme ideology and extreme climate change. The world senses that America, with renewed global support, might be better placed to defeat this axis of extremism with a new model of foreign policy.

    It is a strangely unsettling feeling to realize that the largest Navy, the fastest Air Force, the fittest strike force, cannot fully protect us from the ghost that is terrorism .... Asymmetry is the key word from Kabul to Gaza .... Might is not right.

    I think back to a phone call I got a couple of years ago from Gen. James Jones. At the time, he was retiring from the top job at NATO; the idea of a President Obama was a wild flight of the imagination.

    General Jones was curious about the work many of us were doing in economic development, and how smarter aid — embodied in initiatives like President George W. Bush’s Emergency Program for AIDS Relief and the Millennium Challenge Corporation — was beginning to save lives and change the game for many countries. Remember, this was a moment when America couldn’t get its cigarette lighted in polite European nations like Norway; but even then, in the developing world, the United States was still seen as a positive, even transformative, presence.

    (Page 2 of 2)

    The general and I also found ourselves talking about what can happen when the three extremes — poverty, ideology and climate — come together. We found ourselves discussing the stretch of land that runs across the continent of Africa, just along the creeping sands of the Sahara — an area that includes Sudan and northern Nigeria. He also agreed that many people didn’t see that the Horn of Africa — the troubled region that encompasses Somalia and Ethiopia — is a classic case of the three extremes becoming an unholy trinity (I’m paraphrasing) and threatening peace and stability around the world.

    The military man also offered me an equation. Stability = security + development.

    In an asymmetrical war, he said, the emphasis had to be on making American foreign policy conform to that formula.

    Enter Barack Obama.

    If that last line still seems like a joke to you ... it may not for long.

    Mr. Obama has put together a team of people who believe in this equation. That includes the general himself, now at the National Security Council; the vice president, a former chairman of the Senate Foreign Relations Committee; the Republican defense secretary; and a secretary of state, someone with a long record of championing the cause of women and girls living in poverty, who is now determined to revolutionize health and agriculture for the world’s poor. And it looks like the bipartisan coalition in Congress that accomplished so much in global development over the past eight years is still holding amid rancor on pretty much everything else. From a development perspective, you couldn’t dream up a better dream team to pursue peace in this way, to rebrand America.

    The president said that he considered the peace prize a call to action. And in the fight against extreme poverty, it’s action, not intentions, that counts. That stirring sentence he uttered last month will ring hollow unless he returns to next year’s United Nations summit meeting with a meaningful, inclusive plan, one that gets results for the billion or more people living on less than $1 a day. Difficult. Very difficult. But doable.

    The Nobel Peace Prize is the rest of the world saying, “Don’t blow it.”

    But that’s not just directed at Mr. Obama. It’s directed at all of us. What the president promised was a “global plan,” not an American plan. The same is true on all the other issues that the Nobel committee cited, from nuclear disarmament to climate change — none of these things will yield to unilateral approaches. They’ll take international cooperation and American leadership.

    The president has set himself, and the rest of us, no small task.

    That’s why America shouldn’t turn up its national nose at popularity contests. In the same week that Mr. Obama won the Nobel, the United States was ranked as the most admired country in the world, leapfrogging from seventh to the top of the Nation Brands Index survey — the biggest jump any country has ever made. Like the Nobel, this can be written off as meaningless ... a measure of Mr. Obama’s celebrity (and we know what people think of celebrities).

    But an America that’s tired of being the world’s policeman, and is too pinched to be the world’s philanthropist, could still be the world’s partner. And you can’t do that without being, well, loved. Here come the letters to the editor, but let me just say it: Americans are like singers — we just a little bit, kind of like to be loved. The British want to be admired; the Russians, feared; the French, envied. (The Irish, we just want to be listened to.) But the idea of America, from the very start, was supposed to be contagious enough to sweep up and enthrall the world.

    And it is. The world wants to believe in America again because the world needs to believe in America again. We need your ideas — your idea — at a time when the rest of the world is running out of them.

Entry comments (12)

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  • JoanneSanderson
    posted on Friday, Oct 23, 2009 1:44AM [Report]
    I think Obama is certainly a worthy contender but I think perhaps in a yer or two is when he should have been considered, I hope the healthcare system  is introduced, I know that in the UK our NHS comes under attack for it's lacking, but at least every person gets free healthcare, often equal to that of private, but it is hard as so much money is needed and right now our NHS isn't getting enough, I hope America can improve the system.
    The Bono article raises some very interesting points to consider over America.
  • wendycheng
    Official artist 
    posted on Friday, Oct 23, 2009 12:26AM
    I also think there should be some sort of bigger target quota system when it comes to medical school b/c i hear there aren't enough doctors to deal with what we would need under universal healthcare...
  • wendycheng
    Official artist 
    posted on Thursday, Oct 22, 2009 5:59AM
    even if there people here crashing on floors to get through school, it's just weird that in China the six to a room thing in dorms or in restaurant's servant quarters, etc.  that's a NORM. that's what so many Chinese dorms are like. Here, if it's a secret thing for some people, then it's definitely rarer. Still, it's interesting to think about that and your experience in Vietnam. One of my bosses in Beijing used to fly to Italy to buy his suits. I think health care and education are both impt, healthcare, I just think would relieve a lot of general anxiety. I mean, really, I don't know - I just want to stay positive about progress and I probably feel more partial to the  health care issue right now b/c I've always felt the insurance and getting to doctors has been complicated. Also, I don't  have health insurance at the moment...
  • wendycheng
    Official artist 
    posted on Thursday, Oct 22, 2009 4:39AM
    yeah, the whole debt thing is really confusing. America has a society where up until now, people have been making and spending big money - even money they don't really have. China tends to be on the economical side - but I guess it comes down to individuals on both sides... even though we owe China, China is where you see college students sleeping 6 to a room and making fun of the dorms set up for foreigners as being extravagant for having the level of comfort that we think is "normal"? And you never know whether people are saying that out of pride or b/c they sincerely don't care. But if it's out of pride, that's just really sad.  It's pitiful, but the behavior is pitiful in both directions, not just one. The US is tired of being the world policeman, as Bono said, yet we still spend hundreds of billions of dollars a year on our miiitary, 40% of the global, from what I just read, so at that point it's *confusing* when it comes to the debt issue.
  • wendycheng
    Official artist 
    posted on Thursday, Oct 22, 2009 2:02AM
    well, even the healthcare debate, in my opinion, really came more from outside. we learned to take care of our family by realizing that so many other families took care of themselves better than ours does! i think we've entered an age of international comparison.
  • wendycheng
    Official artist 
    posted on Wednesday, Oct 21, 2009 12:06AM
    And I agree with Chris even based on my short 2 1/2 year time in Asia just as Bush was entering office.
  • wendycheng
    Official artist 
    posted on Wednesday, Oct 21, 2009 12:03AM
    I think I like Bono's talk of the need for balance and stability vs. a recent NY-er op-ed's talk of the prize just confirming Obama wanting to share American wealth with the whole world.
  • chrislay
    Official artist 
    posted on Tuesday, Oct 20, 2009 10:59PM [Report]
    Let me just say thank you for sharing this. Often times I live in an information bubble/black hole. Appreciate your pointing this one out. I actually agree with Bono on something key here via my own experience in the NGO field in Africa and Asia. As for the prize. Hm, seems much has been said of it already. As a student of history, I feel it is better to wait and see, then to say to much about what has yet to come.
  • wendycheng
    Official artist 
    posted on Tuesday, Oct 20, 2009 6:06PM
    Ladies, I like hearing your thoughts as I know I tend to be idealistic. That said, I don't feel Obama's potential should be undermined by the idea that he's only here b/c Bush was such a failure.  I personally think it was good that he got some more encouragement from outside the country because even if we're still struggling with making some ideals a reality (like the health care issue), the harsh nature of criticism today might end up pummelling them into the ground before they can bloom.
  • polina
    posted on Tuesday, Oct 20, 2009 5:52PM [Report]
    hello  h r u  thax for  update  have nice day
  • Flagday
    posted on Tuesday, Oct 20, 2009 7:51AM [Report]
    I was an Obama supporter and I wish they had not given him the prize.  It is almost less that he has great ideas (Bono strains to find one he likes) or that he has accomplished so much but more that he is not George Bush.  Obama should have taken his name out of consideration IMO.  I think it is hubris that he did not.  I think this prize only fuels the right into thinking that we deify Obama.  Not true but I think it actually hurt him domestically.  And on the world stage it just set an impossible standard.  Even if Obama implements policies that empower women (the real peacekeepers of the world) and builds bridges between cultures and religions the fruits of that labor are not to be seen in the short term.  He will look like a failure by the time he starts running for re-election.  I do agree with Bono that being the World Power with the most sophisticated military did not help the British in Afghanistan or the Soviets or Alexander .....
  • elle75
     
    posted on Tuesday, Oct 20, 2009 6:31AM [Report]
    Politic and religion are the 2 most controversial subjects that I always try to avoid talking in open forum. All I can say here is that although President Obama is not the first sitting president who receive the Nobel Prize but looking at not just the last 2 presidents, Teddy Roosevelt and Woodrow Wilson list of accomplishments as well as current Nobel Prize holders make one wonder. Controversial is an understatement; this almost feel like a political move. I'm sure our president is doing the best that he can and we should not criticize him but he also has the most support from the people compare to most presidents before him. However, quoting someone, gold medal should not be hand out before the Olympic game start. Respects take time to earn. The question is that if this is the case for any other Nobel winner, would we react the same way? Of course we would...

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