Kerry and the Gift of Impunity

By Naomi Klein, The Nation. Posted November 29, 2004.

Iconic images inspire love and hate, and so it is with the photograph of James Blake Miller, the 20-year-old Marine from Appalachia who has been christened "the face of Fallujah" by pro-war pundits and the "The Marlboro Man" by pretty much everyone else. Reprinted in over a hundred newspapers, the Los Angeles Times photograph shows Miller "after more than 12 hours of nearly non-stop deadly combat" in Fallujah, his face coated in war paint, a bloody scratch on his nose, and a freshly lit cigarette hanging from his lips.

Gazing lovingly at Miller, Dan Rather informed his viewers that, "For me, this one's personal ... This is a warrior with his eyes on the far horizon, scanning for danger. See it. Study it. Absorb it. Think about it. Then take a deep breath of pride. And if your eyes don't dampen, you're a better man or woman than I."

A few days later, the L.A. Times declared that its photo had "moved into the realm of the iconic." In truth, the image just feels iconic because it is so laughably derivative: it's a straight-up rip-off of the most powerful icon in American advertising (the Marlboro Man), which in turn imitated the brightest star ever created by Hollywood (John Wayne) who was himself channeling America's most powerful founding myth (the cowboy on the rugged frontier). It's like a song you feel like you've heard a thousand times before – because you have.

But never mind that. For a country that just elected a wannabe Marlboro Man as its president, Miller is an icon and as if to prove it, he has ignited his very own controversy. "Lots of children, particularly boys, play 'army' and like to imitate this young man. The clear message of the photo is that the way to relax after a battle is with a cigarette," wrote Daniel Maloney in a scolding letter to the Houston Chronicle. Linda Ortman made the same point to the editors of Dallas Morning News: "Are there no photos of nonsmoking soldiers?" A reader of the New York Post helpfully suggested more politically correct propaganda imagery: "Maybe showing a Marine in a tank, helping another GI or drinking water would have a more positive impact on your readers."

Yes, that's right: letter-writers from across the nation are united in their outrage – not that the steely-eyed smoking soldier makes mass killing look cool, but that the laudable act of mass killing makes the grave crime of smoking look cool. Better to protect impressionable American youngsters by showing soldiers taking a break from deadly combat by "drinking water" – or, perhaps, since there is a severe potable water shortage in Iraq, Coke. (It reminds me of the joke about the Hassidic rabbi who says all sexual positions are acceptable except for one: standing up "because that could lead to dancing.")

On second thought, perhaps Miller does deserve to be elevated to the status of icon – not of the war in Iraq, but of the new era of supercharged American impunity. Because outside U.S. borders, it is, of course, a different Marine who has been awarded the prize as "the face of Fallujah": the soldier captured on tape executing a wounded, unarmed prisoner in a mosque. Runners up are a photograph of two-year-old Fallujan in a hospital bed with one of his tiny legs blown off; a dead child lying in the street, clutching the headless body of an adult; and an emergency health clinic blasted to rubble.

Naomi Klein is the author of "No Logo: Taking Aim at the Brand Bullies" and "Fences and Windows: Dispatches From the Front Lines of the Globalization Debate."

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