Media objectivity is already a loser as Americans write the script

NEVER mind the Iraqis. This war already has a loser. It’s called media objectivity. One little exchange on Sky news yesterday morning summed it all up.

In shot was an 'embedded reporter' with soldiers lying on the ground to the left of him, their guns pointing into the dusty distance. The programme's anchorman mentioned the ethics of 'embedding' media with the advancing Coalition forces, and invited the reporter on the ground to explain the rationale behind the practice. The reporter got quite enthusiastic about it. "I'd rather be here, with the guns pointing that way," he said, gesturing at the prostrate warriors beside him, "than out there with the guns pointing at me."

Of course you would, pet. Not to mention the unrivalled access you get to spokesmen. You can convince yourself, your employers and unfortunately a goodly chunk of the viewing public that you're completely objective by taking a blunt-and-probing tone with the officers you get to explain what's going on. But you're bought and paid for, sunshine. You're part of the most beautifully orchestrated propaganda exercise in the history of warfare. You've been sucked into the most successful exercise in spin, PR and media manipulation ever mounted. But you'll probably be the last to know.