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Our Brand is Crisis

Doc raises legitimate questions about the exporting of democracy
By MATTIAS FREY  |  June 30, 2006
3.5 3.5 Stars
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Our Brand Is Crisis
For decades, US political consultants have won elections across the globe. For James Carville and Jeremy Rosner, democracy is a brand to be marketed and exported. In this documentary of the former Clintonites’ work on Gonzalo Sánchez de Lozada’s Bolivian presidential campaign, first-time director Rachel Boynton obtains remarkable access to focus-group analyses and strategy sessions. The smug neo-liberal candidate is out of touch with the electorate, and the spin doctors rehearse a script of faux humility. Boynton’s restrained vérité reveals the consultants’ video-game mentality — and the violent consequences of their meddling. Although dealing with Bolivian internal politics, Brand poses a psychogram of American interventionism. The consultants’ arrogant ignorance of local culture and their dogmatic belief in US values beg larger questions about the merits of exporting America’s brand of democracy.
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