The Power of Labeling

A Google News search of the terms "Muqtada al-Sadr" and "radical cleric" brought up 616 news and opinion stories, the latter derived from the former. Despite the prime minister's obvious status as an American-appointed puppet, "Iyad Allawi" and "collaborationist" yielded zero results. The message is clear: al-Sadr, and by extension Iraqis who oppose the U.S. occupation, are marginal wackos. Those who support it are referred to by questionable legitimatizing honorifics--prime minister, in Allawi's case--because the U.S. government called a press conference to announce him as such.

Repetition is key to successful advertising. The American media uses repeated arbitrary labeling in its supposedly impartial coverage in a deliberate campaign to alter public perception. Americans were meant to feel less sympathy for an kidnapped Italian woman shot by U.S. soldiers manning a checkpoint in Iraq after the talking heads repeatedly referred to her as a "communist journalist." A Fox News reporter in the same story would never have been dubbed a "neofascist journalist." John McCain (R-AZ) might become president someday but "maverick senator John McCain" probably won't. Ralph Nader's name rarely appears in print without the unappealing word "gadfly" or a form of "crusading." Why not describe figures in the news using terms that aim for neutrality, like "Italian reporter" or "former Green Party candidate Ralph Nader"?

Labeling bias works to marginalize political outsiders while powerful elites receive their full honorifics. Howard Dean was antiwar firebrand Howard Dean but George W. Bush was never referred to as pro-war crusader George W. Bush. The press calls the founder of the Moral Majority "the Reverend Jerry Falwell," not "radical cleric Jerry Falwell." Even the word "cleric" implies foreignness to a xenophobic public; American religious leaders are the more familiar "ministers" rather than clerics. Instead of telling readers and viewers what to think with cheesy labels, why not let public figures' quotes and actions speak for themselves? Besides, well-known players like al-Sadr and Falwell don't require an introduction.

Loaded labels are commonly used to influence the public's feelings about groups of people as well as individuals. Under Ronald Reagan the Afghan mujahedeen, who received CIA funding and weapons that they used to fight Soviet occupation forces, were called "freedom fighters." Iraqis who take up arms against U.S. occupation troops, on the other hand, are called "insurgents," a word that implies rebellion for its own sake. This was the same term used by the New York Times and other mainstream media to refer to anti-U.S. fighters in Vietnam during the 1960s. Only later, when the Vietnam War became unpopular, did American newspapers begin calling the former "insurgents" members of an infinitely more patriotic-sounding "resistance."

Editors and producers who value balance ought to establish a consistent policy--either negative smears or positive accolades for both sides. Anti-occupation forces should always be called insurgents, guerillas, etc., while pro-occupation troops are dubbed collaborators. Either that, or call them freedom fighters and government loyalists, respectively.

>> "Look for the Media Labels" [Yahoo! News Op/ED]