Coming from a technical background I tend to be more skeptical of the marketing side of consumer decisions. Yet Obama has proven to me time and time again that marketing works. It's evident to me that he has built and carefully crafted a "Brand" that people can buy into. This week's announcement that Obama will be inducted into one of our planets most elite groups of some of the greatest contributors to humanity our existence has ever known, is proof that the international community is investing in this brand. The Wall Street Journal poignantly stated that this is the first time the Nobel peace prize has purchased futures in an candidate. Its apparent (even to himself) that little or no measurable peace-specific results have come from Obama as of yet. My take is that this chess move was done primarily due to two motives:
- The committee wanted to arm Obama with a tool to legitimize his future efforts in peace and show the world just how necessary they feel an individual like Obama is needed right now.
- I think it is a clear message that the international community is rewarding Americans for the replacement of George W. Bush. To nominate a war time president 12 days into his administration shows this was not a lifetime achievement award.
Unfortunately this will also have the inevitable result of cheapening of a great honor. Of course I felt similarly when Jimmy Carter received the award during the Bush Administration, but definitely not the same degree. I personally believe this prize should be reserved for those whose personal commitment to peace has proven results and a historical impact, rather than simple aspirations. Talk about the Audacity of Hope ;)
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