The Guardian, Lost in Showbiz blog, 21 Feb 2013, Marina Hyde: Is Kim Kardashian "in fact, the US government's stealthiest new nation-building weapon? Consider this report for the locals, compiled by Voice of America, which you may know is the official external broadcast network of the US government. 'American reality television star Kim Kardashian is making a visit to the west African nation of Ivory Coast,' began a VOA report datelined Abidjan, 'where her family's shows have earned her a loyal following.' So far, so unremarkable. But here's where it gets a bit Operation Enduring Mindmelt. 'While the family's exploits might be seen as decadent and absurd by some Americans,' we learn, 'fans in the commercial capital of Abidjan view the shows as heartfelt family dramas featuring girls familiar with struggle and hard work.' ... 'People struggle to earn their living every day, and then when they succeed in life they get big cars, houses, luxurious things. It shows us how American people live.' Well. Voice of America has long been cited as a propaganda tool of the US government, but this seems brainwashing even by those standards." Refers to VOA News, 4 Jan 2013.

This blog entry is tongue-in-cheek, but the writer's characterizations of VOA seem intentional. Does The Guardian or anyone else refer to BBC World Service as "the official external broadcast network of the UK government" or as a "propaganda tool"?

Consider that the deputy editorial page editor of the Washington Post, in a recent op-ed, stated that VOA "exists to promote U.S. culture and values to the world." Or that a former acting VOA associate director and co-founder of a supposed advocacy group for US international broadcasting wrote this this about VOA: "The Voice of America is seen as being most effective when foreign audiences regarded it as authoritatively reflecting the American perspective on world affairs, reporting on U.S. official policies and independent views, and presenting and explaining what’s best or most interesting in American culture."

"What's best"? No wonder VOA has an identity problem from which it may never ascend. This is why I favor not only the consolidation of USIB, but also a complete rebranding.