Bush policies remain obstacle for Hughes
Aide uses campaign tactics in Mideast tour to improve U.S. image
ANALYSIS
By Glenn Kessler
The Washington Post
Updated: 11:27 p.m. ET Sept. 29, 2005
http://www.msnbc.msn.com/id/9535917/ISTANBUL, Sept. 29 - When Karen Hughes met with Egyptians on a boat on the Nile River during the second day of her Middle East tour, she wore a piece of jewelry she had just purchased from the noted Egyptian designer Azza Fahmi: a pearl necklace with a medallion inscribed with the Arabic words for "love, sincerity, friendship."
The inscription echoed the themes that Hughes, the undersecretary of state and confidante of President Bush charged with burnishing the U.S. image in the Muslim world, stressed relentlessly at every public forum during her five-day trip to Egypt, Saudi Arabia and Turkey. Hughes focused on common love of family, her desire to reach out to bridge gaps in perception, and the long history of friendship and exchanges between peoples.
Indeed, Hughes brought the tactics of American political campaigning to the world of diplomacy, mixing evocative images with simple and sometimes hokey lines -- "I am a mom and I love kids" -- designed to strike an emotional chord with Muslim audiences.
But as Hughes flew back to Washington on Thursday, the immensity of her task loomed larger than it did when she left. Local news media attention, which appeared to grow over the course of the week, mixed pictures of her holding smiling children with skeptical and dismissive reports. Her audiences, especially in Egypt, often consisted of elites with long ties to the United States, but many people she spoke with said the core reason for the poor U.S. image remained U.S. policies, not how those policies were marketed or presented. Abdel-Rahman Rashid, a prominent writer and head of al-Arabiya satellite television, wrote in the London-based newspaper Asharq al-Awsat that, in the Arab world, the United States "resembles a woman of ill repute whom everyone wants to court, but only in secret." He said Hughes "will face an important decision: repair the U.S.'s reputation, which is nearly impossible, or modify the country's policies, also almost unfeasible."