I have no interest in defending someone from the Bush Administration, but surely this is not the first Sec of State that has consciously worked to manage their image. Every politician or diplomat of similar stature visits places like the Taj in India in an attempt to have the aesthetics of those monuments rub off on them. Similarly, they all care about how they look as they visit with other foreign diplomats or leaders (both their clothes and their surroundings.
Ms. Rice's gender and race provide a counterpoint to the usual "old white guy" that many US and western countries have in their diplomatic corps, so it doesn't surprise me that she and her handlers are making use of it. I guess I'm just wondering why this article thinks that is something new or evil.
Image does mean something and it makes sense to point them out so people can make sure they separate those nice images from the realities of policies or personalities that may not match the image. But this isn't something new or only practiced by one side as implied here....