I am glad that Stars and Stripes has nailed the story about the Pentagon profiling journos headed overseas for embed duty, not only because it is only fair that we know how our taxpayer dollars are being spent in so-called military “strategic communications” and that the Fourth Estate knows exactly where it stands with the military establishment, but that it was Stars and Stripes, virtually inoculated from any rightwing sniping about ‘flyover’ and ‘driveby media’, that has been bird-dogging this latest example of government manipulation of the news in wartime.

Simmering for over a week, the story is starting to sprout earnest legs, but given a few more hours and days, will likely slide off into familiar media narcissism, as more reporters begin demanding their profiles and posting them online. Given the hyper-competition in the foreign policy reporting space, one can easily imagine one scribe scrambling over the other with contempt for the Pentagon out of one side of his face, using the other to call attention to his overseas bonefides. Not all are that egotistical, of course, and seeing your life’s work clinically analyzed like a FBI background check has to be quite disquieting. Nevertheless, some may want to think twice before broadcasting their profile: the Pentagon may like you and that could be kind of icky, especially when you’re trying to pay it cool.

The thing that gets me is none of this is really a surprise. The Rendon Group didn’t come out of a hole in the desert, it helped start the war. In fact its propaganda and message management work for the government goes back decades. Meanwhile, the military has put all sorts of restrictions on its official embeds and that’s why we have independent reporters who risk life and limb to get the story. The military hired a covert PR firm to plant “good news” in Iraqi papers — why wouldn’t it want to keep tabs and try to manage journalists it couldn’t outright buy or silence?

It’s amazing, as I see the first signs of this profiling story on major television news networks, I recall how none of them — save PBS — would touch the explosive Message Force Multipliers story of 2008. Because it involved the corporate broadcast media participating in the Pentagon/Bush Administration-led Spin of the Century, they acted as though it never even happened. Now that they are the victims, it is a different story?