FRAMING THE WARS IN THE GULF AND IN BOSNIA - THE RHETORICAL DEFINITIONS OF THE WESTERN POWER LEADERS IN ACTION

This article examines the rhetorical action of the Western major power s in defining two important international confrontations, the 1990-91 war against Saddam Hussein in the Gulf and the 1992-95 conflict among the Serbs, Croats and Muslims in Bosnia-Herzegovina. The leaders of th e United States, Great Britain and France constructed the efforts of t he anti-Iraq coalition as a 'just war with a new world order as its go al' but represented the Bosnian strife as a 'cruel and meaningless sla ughter that outside forces can do very little about', and thereby sele cted appropriate policies for dealing with the situations. In their st atements in the Gulf, the Iraqi president was made the ultimate enemy, dangerous and evil, who had to be crushed in order to make the world safe again. As to Bosnia, the evanescent enemies left the Western powe rs bewildered and unwilling to dictate any solutions. Besides framing the conflicts as heroic battles or tragic feuds, the Western leaders e mployed various metaphors to make the distant events and their policie s seem significant and coherent. The apparently harmless and light-hea rted comparisons with children's stories, card games, business deals, and sports competitions induced forceful action in the Gulf; by contra st, paralleling the situation with sad dramas, horrible nightmares, vi olent natural catastrophes, and treacherous morasses made decisive int erference impossible in Bosnia. The Gulf metaphors made clear to all t he folly of leaving the princess in the lurch, not playing a winning h and, passing up the chance for a great investment or canceling the Cup Final. In Bosnia, the metaphors made it unthinkable to dash onto the stage to defend the scapegoat, act on the visions of a frightening dre am, stand in the way of the whirlwind, or try to cross the quicksand.