The Bush administration is retooling its slogan for the fight against Al Qaeda and other terrorist groups, pushing the idea that the long-term struggle is as much an ideological battle as a military mission, senior administration and military officials said Monday.
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Administration and Pentagon officials say the revamped campaign has grown out of meetings of President Bush’s senior national security advisers that began in January, and it reflects the evolution in Mr. Bush’s own thinking nearly four years after the Sept. 11 attacks.
President Bush publicly overruled some of his top advisers on Wednesday in a debate about what to call the conflict with Islamic extremists, saying, “Make no mistake about it, we are at war.”
In a speech here, Mr. Bush used the phrase “war on terror” no less than five times. Not once did he refer to the “global struggle against violent extremism,” the wording consciously adopted by Defense Secretary Donald H. Rumsfeld and other officials in recent weeks after internal deliberations about the best way to communicate how the United States views the challenge it is facing.
Six months of meetings produced a new slogan that lasted about a week. Sounds about right.