This article was written after the 2006 War on Lebanon, and focuses on the bogus “Cedar Revolution” and the role of the United States as well as local remediation efforts in branding Lebanon into the Empire.
In this world of meta-communication, the reality of the situation becomes increasingly obfuscated. What the West interprets as a clash of civilizations is really about class differences — the haves and the have-nots, capital and labor, the first world and the other four-fifths of the planet. Seen through these advertising campaigns, “America” and “Democracy” — and by extension, free-market capitalism — become simply a product to sell, a brand to push, and logically (and cynically), advertisers have been hired to do the job. The greater problem for the pushers of the product is that the peoples of the world have grown wise to the pitch — especially when those pushing this local variant of the global “brand,” Saatchi & Saatchi, are simultaneously working on the rebranding of Israel, to create a “narrative of normalcy” after the war this past summer.