The Administration is admitting that its strategy since September 11th has failed, without really admitting it.George Packer in The New Yorker magazine writes about Bush's 'the war on terror' (TWOT) -- and the how and why it has now been reframed as 'a global struggle against violent extremism'. Frame, re-frame? Wikipedia has a good explanation of frame:
In communication theory, and sociology, framing is a process of selective control over media content or public communication. Framing defines how a certain piece of media content or rhetoric is packaged so as to allow certain desirable interpretations and rule out others. Media frames can be created by the mass media or by specific political or social movements or organizations. The concept is generally attributed to the work of Erving Goffman, especially his 1974 book, Frame analysis: An essay on the organization of experience.More Wiki here.