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Profile: James Marks
James Marks was a participant or observer in the following events:
Pentagon chief of public relations Victoria Clarke. [Source: Department of Defense]While detailed plans for the upcoming invasion of Iraq are well underway, the administration realizes that the American people are not strongly behind such an invasion. They aren’t convinced that Saddam Hussein was responsible for the 9/11 attacks, and unsure about Iraq having weapons of mass destruction. White House and Pentagon officials decide that using retired military officers as “independent military analysts” in the national media can help change hearts and minds (see April 20, 2008). Assistant secretary of defense for public affairs Victoria “Torie” Clarke, a former public relations executive, intends to achieve what she calls “information dominance.” The news culture is saturated by “spin” and combating viewpoints; Clarke argues that opinions are most swayed by voices seen as authoritative and completely independent. Clarke has already put together a system within the Pentagon to recruit what she calls “key influentials,” powerful and influential people from all areas who, with the proper coaching, can generate support for Defense Secretary Donald Rumsfeld’s agenda. After 9/11, when each of the news networks rushed to land its own platoon of retired military officers to provide commentary and analysis, Clarke saw an opportunity: such military analysts are the ultimate “key influentials,” having tremendous authority and credibility with average Americans. They often get more airtime than network reporters, Clarke notes. More importantly, they are not just explaining military minutiae, but telling viewers how to interpret events. Best of all, while they are in the news media, they are not creatures of the media. Reporter David Barstow will write in 2008, “They were military men, many of them ideologically in sync with the administration’s neoconservative brain trust, many of them important players in a military industry anticipating large budget increases to pay for an Iraq war.” And even those without such ties tended to support the military and the government. Retired Army general and ABC analyst William Nash will say: “It is very hard for me to criticize the United States Army. It is my life.”
'Writing the Op-Ed' for the War - As a result, according to Clarke’s aide Don Meyer, Clarke decides to make the military analysts the main focus of the public relations push to build a case for invading Iraq. They, not journalists, will “be our primary vehicle to get information out,” Meyer recalls. The military analysts are not handled by the Pentagon’s regular press office, but are lavished with attention and “perks” in a separate office run by another aide to Clarke, Brent Krueger. According to Krueger, the military analysts will, in effect, be “writing the op-ed” for the war.
Working in Tandem with the White House - The Bush administration works closely with Clarke’s team from the outset. White House officials request lists of potential recruits for the team, and suggests names for the lists. Clarke’s team writes summaries of each potential analyst, describing their backgrounds, business and political affiliations, and their opinions on the war. Rumsfeld has the final say on who is on the team: “Rumsfeld ultimately cleared off on all invitees,” Krueger will say. Ultimately, the Pentagon recruits over 75 retired officers, though some only participate briefly or sporadically.
Saturation Coverage on Cable - The largest contingent of analysts is affiliated with Fox News, followed by NBC and CNN, the networks with 24-hour cable news coverage. Many analysts work for ABC and CBS as well. Many also appear on radio news and talk broadcasts, publish op-ed articles in newspapers, and are quoted in press reports, magazine articles, and in Web sites and blogs. Barstow, a New York Times reporter, will note that “[a]t least nine of them have written op-ed articles for The Times.”
Representing the Defense Industry - Many of the analysts have close ties with defense contractors and/or lobbying firms involved in helping contractors win military contracts from the Pentagon:
Retired Army general James Marks, who begins working as an analyst for CNN in 2004 (until his firing three years later—see July 2007) is a senior executive with McNeil Technologies, and helps that firm land military and intelligence contracts from the government.
Thomas McInerney, a retired Air Force general and Fox News analyst, sits on the boards of several military contractors.
CBS military analyst Jeffrey McCausland is a lobbyist for Buchanan Ingersoll & Rooney, a major lobbying firm where he is director of a national security team that represents several military contractors. His team proclaims on the firm’s Web site, “We offer clients access to key decision makers.”
Shortly after signing with CBS, retired Air Force general Joseph Ralston became vice chairman of the Cohen Group, a consulting firm headed by former Defense Secretary William Cohen (also an analyst for CNN). The Cohen Group says of itself on its Web site, “The Cohen Group knows that getting to ‘yes’ in the aerospace and defense market—whether in the United States or abroad—requires that companies have a thorough, up-to-date understanding of the thinking of government decision makers.”
Ideological Ties - Many military analysts have political and ideological ties to the Bush administration and its supporters. These include:
Two of NBC’s most familiar analysts, retired generals Barry McCaffrey and Wayne Downing, are on the advisory board of the Committee for the Liberation of Iraq, an advocacy group created with White House encouragement in 2002 to push for the overthrow of Saddam Hussein. [New York Times, 4/20/2008] Additionally, McCaffrey is chief of BR McCaffrey Associates, which “provides strategic, analytic, and advocacy consulting services to businesses, non-profits, governments, and international organizations.” [Washington Post, 4/21/2008] Other members include senators John McCain (R-AZ) and Joseph Lieberman (D-CT), and prominent neoconservatives Richard Perle and William Kristol. [Truthout (.org), 4/28/2008] Both McCaffrey and Downing head their own consulting firms and are board members of major defense contractors.
Retired Army general Paul Vallely, a Fox News analyst from 2001 through 2007, shares with the Bush national security team the belief that the reason the US lost in Vietnam was due to negative media coverage, and the commitment to prevent that happening with the Iraq war. In 1980, Vallely co-wrote a paper accusing the US press of failing to defend the nation from what he called “enemy” propaganda—negative media coverage—during the Vietnam War. “We lost the war—not because we were outfought, but because we were out Psyoped,” he wrote. Vallely advocated something he called “MindWar,” an all-out propaganda campaign by the government to convince US citizens of the need to support a future war effort. Vallely’s “MindWar” would use network TV and radio to “strengthen our national will to victory.” [New York Times, 4/20/2008]
Ironically, Clarke herself will eventually leave the Pentagon and become a commentator for ABC News. [Democracy Now!, 4/22/2008]
Seducing the Analysts - Analysts describe a “powerfully seductive environment,” in Barstow’s words, created for them in the Pentagon: the uniformed escorts to Rumsfeld’s private conference room, lavish lunches served on the best government china, embossed name cards, “blizzard[s] of PowerPoints, the solicitations of advice and counsel, the appeals to duty and country, the warm thank you notes from the secretary himself.” Former NBC analyst Kenneth Allard, who has taught information warfare at the National Defense University, says: “[Y]ou have no idea. You’re back. They listen to you. They listen to what you say on TV.” Allard calls the entire process “psyops on steroids,” using flattery and proximity to gain the desired influence and effect. “It’s not like it’s, ‘We’ll pay you $500 to get our story out,’” Allard says. “It’s more subtle.”
Keeping Pentagon Connections Hidden - In return, the analysts are instructed not to quote their briefers directly or to mention their contacts with the Pentagon. The idea is always to present a facade of independent thought. One example is the analysts’ almost perfect recitation of Pentagon talking points during a fall and winter 2002 PR campaign (see Fall and Winter 2002). [New York Times, 4/20/2008]
Entity Tags: Richard Perle, Paul Vallely, Thomas G. McInerney, William S. Cohen, Wayne Downing, US Department of Defense, William Nash, William Kristol, New York Times, Joseph Ralston, Kenneth Allard, CBS News, Bush administration (43), Brent T. Krueger, Barry McCaffrey, ABC News, CNN, Committee for the Liberation of Iraq, David Barstow, Don Meyer, Joseph Lieberman, John McCain, NBC, Jeffrey McCausland, Fox News, Donald Rumsfeld, James Marks, Victoria (“Torie”) Clarke
Timeline Tags: US Military, Events Leading to Iraq Invasion, Domestic Propaganda
David Grange. [Source: CNN]CNN airs commentary from three of its “independent military analysts,” some of whom will later be cited as participants in the Pentagon’s Iraq propaganda operation (see April 20, 2008 and Early 2002 and Beyond). The analysts are retired Army Brigadier General James “Spider” Marks (whom CNN will later fire for conflicts of interest—see July 2007), retired Air Force Major General Donald Shepperd, and retired US Army Brigadier General David Grange. The topic is Defense Secretary Donald Rumsfeld and whether he should resign. After Marks confirms that Rumsfeld repeatedly refused requests from field commanders to send more troops into Iraq during critical battlefield moments (see April 16, 2006), CNN anchor Wolf Blitzer raises the issue of other retired generals calling for Rumsfeld’s resignation.
Grange - Grange dismisses the resignation demands as coming from “a small number of general officers…” Grange says he does not have a close relationship with Rumsfeld, but admits that he participates in “occasional” briefings with Rumsfeld and Pentagon officials. Grange says “it would be inappropriate [for Rumsfeld] to step down right now,” and adds that it really isn’t the generals’ business to make any such recommendations.
Shepperd - Blitzer plays the commentary of retired Army Major General Paul Eaton, who blames Rumsfeld for not putting “enough boots on the ground to prosecute” the Iraq war and has also called for Rumsfeld’s resignation, then asks Shepperd for his commentary. Shepperd, one of the most reliable of the Pentagon’s “independent analysts” (see June 24-25, 2005), says while Rumsfeld made some “misjudgments,” he should not resign. Like Grange, he questions the “propriety” of the retired generals’ speaking out on the subject. “It steps over, in my opinion, the line of the role of military general officers, active or retired, calling for the resignation of a duly appointed representative of the government by a duly elected government. That’s the problem I have with all of this. And it’s hard to have a rational discussion because you quickly get into, is the war going well or not, do we or do we not have enough troops, when the question is one of propriety about these statements.”
Marks - Marks adds his voice to the chorus, saying that “it’s not the place of retired general officers or anyone to make that statement.…[T]he country’s at war. You need to rally around those doing their best to prosecute it.” Though Marks stands with both Grange and Shepperd in defending Rumsfeld from calls for his resignation, he does note that he retired from the Army in part because of Rumsfeld’s cavalier treatment of two of his close friends, retired General Eric Shinseki (see February 25, 2003 and February 27, 2003) and General David McKiernan. [CNN, 4/16/2006]
Entity Tags: Wolf Blitzer, David Grange, David D. McKiernan, CNN, Donald Rumsfeld, Donald Shepperd, Eric Shinseki, James Marks, Paul Eaton, US Department of Defense
Timeline Tags: US Military, Iraq under US Occupation, Domestic Propaganda
CNN’s Wolf Blitzer interviews one of its military analysts, retired Army General James “Spider” Marks. Blitzer asks Marks if Defense Secretary Donald Rumsfeld ever rejected “recommendations from military commanders for more troops.” Marks replies: “Sure. Oh, absolutely. I mean, that’s been documented if you read General [Tommy] Franks’s book [American Soldier], and the current book, Cobra II [by Michael Gordon and another military analyst, Bernard Trainor], indicates very, very clearly, and in fact, that is in fact what happened. We requested the 1st Cavalry Division. That was denied. At a very critical point in the war, I might say. The metric that was established then was success against the Republican Guard and Saddam [Hussein]‘s forces when clearly the desired end state was what’s going to happen after the forces have been dealt with, and what do you do when you’ve got this military presence in Iraq. Clearly, the presence of more combat forces on the ground would have been needed.” [CNN, 4/16/2006] Later, during a Pentagon briefing of a gathering of military analysts, Rumsfeld will claim that he never denied any such troop increases, but that commanders such as Marks refused to accept additional troops (see Late December, 2006).
Outgoing Defense Secretary Donald Rumsfeld (see November 6-December 18, 2006) holds one of his final meetings with a group of retired military officers who serve as “independent analysts” for various television news broadcasts. The analysts are integral parts of a widespread Pentagon propaganda operation designed to promote the Iraq war (see April 20, 2008 and Early 2002 and Beyond).
Vitriolic Comments - Rumsfeld, who is accompanied by the chairman of the Joint Chiefs of Staff, General Peter Pace, is unrestrained in his contempt for a number of Iraqis and Americans involved in the occupation. According to Rumsfeld, Iraq’s interim Prime Minister, Ibrahim al-Jaafari, is an ineffectual “windsock.” Anti-American Shi’ite cleric Moqtada al-Sadr is “a 30-year-old thug” who wants “to create a Hezbollah” in Iraq; al-Sadr, in Rumsfeld’s estimation, is “not a real cleric and not well respected. [Grand Ayatollah] Sistani has, of course, all the respect… and he doesn’t like him.… He opposes what he does, but he at the present time has (a) survived (b) does not have perfect control over the Sadr elements.” He lauds former US ambassador to Afghanistan Zalmay Khalilzad, a fellow neoconservative who now serves as the US ambassador to Iraq, but in the next breath lambasts Khalilzad’s successor in Afghanistan, Ronald Neuman. “The guy who replaced him is just terrible—Neuman,” Rumsfeld says. “I mean he’s a career foreign service officer. He ought to be running a museum somewhere. That’s also off the record. No, he ought to be assistant to the guy… I wouldn’t hire the guy to push a wheelbarrow.”
Rewriting History - When Rumsfeld is asked about former Army Chief of Staff General Eric Shinseki’s statement that he believed it would take several hundred thousand US troops to keep the peace in post-invasion Iraq (see February 25, 2003), Rumsfeld attempts to rewrite history, suggesting that he was ready to send more troops, but the commanders on the ground did not want them. He is asked: “What’s become conventional wisdom, simply Shinseki was right. If we simply had 400,000 troops or 200 or 300? What’s your thought as you looked at it?” Rumsfeld replies: “First of all, I don’t think Shinseki ever said that. I think he was pressed in a congressional hearing hard and hard and hard and over again, well, how many? And his answer was roughly the same as it would take to do the job—to defeat the regime. It would be about the right amount for post-major combat operation stabilization. And they said, ‘Well, how much is that?’ And I think he may have said then, ‘Well maybe 200,000 or 300,000.’” Both Pace and an analyst tell Rumsfeld that Shinseki’s words were “several hundred thousand,” and Rumsfeld continues, “Now it turned out he was right. The commanders—you guys ended up wanting roughly the same as you had for the major combat operation, and that’s what we have. There is no damned guidebook that says what the number ought to be. We were queued up to go up to what, 400-plus thousand.… They were in the queue. We would have gone right on if they’d wanted them, but they didn’t, so life goes on.” [Chicago Tribune, 5/7/2008] In reality, Rumsfeld and his deputy Paul Wolfowitz publicly derided Shinseki’s estimation, and hounded him into early retirement for his remarks (see February 27, 2003). And one of the commanders in the field that Rumsfeld cites, General James “Spider” Marks, has already noted that Rumsfeld personally denied multiple requests from the field for more troops (see April 16, 2006).
Entity Tags: Sayyid Ali Husaini al-Sistani, Ibrahim al-Jaafari, Hezbollah, Eric Shinseki, Donald Rumsfeld, James Marks, Ronald Neuman, Moqtada al-Sadr, Zalmay M. Khalilzad, Peter Pace, Paul Wolfowitz
Timeline Tags: US Military, Iraq under US Occupation, Domestic Propaganda
James Marks. [Source: Military Information Technology]CNN fires one of its “independent military analysts” (see April 20, 2008 and Early 2002 and Beyond), retired Army general James “Spider” Marks, for using his position to help secure government contracts for his business. In 2004, Marks was hired as an analyst by CNN; about the same time, he took a senior management position at McNeil Technologies, where his job is to land military and intelligence contracts. As per CNN’s requirements, Marks disclosed that he received income from McNeil. But he was not required to describe what his job entailed, and CNN did not check any further. “We did not ask Mr. Marks the follow-up questions we should have,” CNN will admit in a written statement. For himself, Marks will say that it was no secret at CNN that his job at McNeil is about landing government contracts. “I mean, that’s what McNeil does,” he will say. But CNN will deny being aware of McNeil’s military business or what Marks does for the company. Marks was bidding on Pentagon contracts at the same time he was analyzing and commenting on the Pentagon’s military strategies for CNN, a clear conflict of interest. CNN will say that Marks should have been disqualified from working for the network as an analyst. During the summer and fall of 2006, for example, Marks regularly commented on the conditions in Iraq—lavishing glowing praise on the US military and the White House—while working to secure a $4.6 billion Pentagon contract for McNeil. In December 2006, Marks became president of a McNeil spin-off that won the huge contract. Marks will claim that he kept his analysis separate from his contracting work—“I’ve got zero challenge separating myself from a business interest”—but when CNN learns about his role in landing the contract, the network fires him. CNN will say, “We saw the extent of his dealings and determined at that time we should end our relationship with him.” [New York Times, 4/20/2008]
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