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Notes -
John Carter: The Bud Light Military
(Or, to use the better title from the comments: "Achilles Shrugged")
I'm not familiar with the author, who seems to be yet another online right substackker. He asserts that America's military capabilities are being stretched increasingly thin (Ukraine, possibly Israel, potentially Taiwan) while the armed forces are missing their recruiting targets. This is the background to his main claim: that the core demographics of America's fighting force ("the Scots-Irish of the Appalachian regions, the good ol’ boys of the South, and the farm boys of the Midwest. Hillbillies and rednecks") have become so sick of the sneering racist abuse that they aren't signing up to fight any more, and while the US Army has tried to go back to a more "traditional" style of ad where white men parachute out of a helicopter, it's failed to bring back the volunteers. Carter compares a previous ad for the US Army ("Emma", the girl with two moms who operates Patriot missile defense systems, roundly mocked at the time by comparisons to a Russian recruiting ad) to the new ad that dropped on 11/6, "Jump" (Twitter, YouTube). Carter parallels it with the attempt at brand rehabilitation like the one Bud Light tried after the Dylan Mulvaney boycott, and if the comment sections of Twitter, YouTube, and his article are anything to go by, it's not going to work either.
I didn't read the substack in question and don't have a particular opinion on it, but from personal discussions / observations / distant review, the issue is more the aging-out/retering cohort's effect on military families and communities.
While there is a core demographic argument, the demographic is more regional/cultural than demographic per see. South/MidWest/etc. have always been over-represented. The thing the OP's summary paragraph doesn't seem to address is that a lot of enlistment is from military families/communities, rather than blank regional. I forgot the statistics precisely, but in generally any country you go you're likely to see far more volunteers from people with parents/grandparents who were in the military than a random first-generation enlistment. There's a family, not just demographic, dynamic in play, which means if the family member advises against rather than for the enlistment... well, 'I'll join the military' isn't exactly social rebellion.
The issue for the US's current recruitment woes comes from how the generational transition has matched to politics. The 9-11 recruitment cohort is dead, dead, dead. If you look at age averages, the vast majority of US service members were born after 9-11. If you joined just after 9-11, you are that tiny minority of people who serve a full 20 (for a pension) or go beyond. That means people who joined during the Bush years, have gradually and progressively lost during the Obama years / saw the Trump years / are back in the Obama 2.0/Biden years. There's any number of things that could justify a feeling of disenchantment, from perceptions of futility of the wars, to the progression culture war aspects into military culture/life, and so on.
This is purely anecdoctal, but the straw that broke the back for some life-longers was how the Biden administration approached the Covid vaccine mandates. The US military, like many in the world, is legally allowed to employ experimental medicines / vaccines on the forces. US troops have been used not only for experimental medical treaments, but also as medical experiment test subjects in the past. When the Biden administration decided to make Covid vaccines mandatory for all forces no matter what, they weren't on particularly legally shakey ground.
What they did run aground on, however, was the disparity between culture war politics and needs-based buy-in. Whatever your competence-expectation for the average junior soldier, US career military professionals are career professionals. They are not only educated, but educated with an eye to practical implications and effects and cross-specialty coordination that many topic-focused specialists are not. And the politically inconvenient facts of COVID- such as that it was not a death plague for the young and the healthy (which most of the armed forces are) or the sort of politically-influenced media pressures were being used in a propagandaist fashion (which the military is above-average aware of as both a target and a perpetrator of) or active suppression of inconvenient medical dissent (which the more conservative-tuned military would be more aware of)- where thus part of the awareness environment even as the administration used brute force command-control precisions to not only demand, but overrule requests for exceptions despite cases of special forces personnel (a highly respect internal community) requesting exceptions for practical concerns, religious personnel requesting exceptions on religious grounds (which have variously been respected in the past), and so on. The evidence that the Covid vaccine wasn't even stopping transitions- and as such not making self-vaccination a breakwater to protect others- undermined a public good argument that the pandemic would end once everyone was vaccinated to stop transmissions. Instead, it was pure formal power demands on institutions of people who are explicitly trained on formal versus informal power dynamics as part of good-leadership training on the assumption that demands from compliance on basis of formal authority is bad leadership. Instead, people that people knew- people with long terms of service, unquestioned loyalty, generally high levels of competence, people who had put up with the worst of the military life and some of the worst strategic decisions of national leadership in a generation- were systematically kicked out for not bending to the political hysteria of the moment. People for whom loyalty was not an ironic thing, for whom a culture of reciprocal loyalty both up and down was both the formal instruction and often found informally, were kicked aside saying 'your services aren't needed anymore.'
What did anyone expect them to tell their families? Or for their friends who kept their heads down but also got out to tell theirs?
American military recruiting was always declining as the 9-11/War on Terror legitimacy faded, but Covid was an inflexion point in at least some US military family circles, where the military went from 'you can be safe and have a successful career as long as you keep your politics to yourself,' to 'you are not safe if you do not defer to the demands for conformity by politically-driven misinformation.' This would be unhelpful regardless, but is especially counter-productive if you (a) are drawing recruitment from the political opposition, and (b) embitter a core part of your informal recruitment advocates who shape the willingness of those most open to joining.
A few things about this -
1.) As other people have noted, the economy is really good for entry-level work, the type that competes with people who end up signing up for the Army via a recruiter. The reality is, post-World War II, and especially post-Vietnam, the military is a jobs program, both in the form of the disparate congressional districts everything is built and being a fairly decent choice for a young person without many prospects in the many less than favorable part of the US.
2.) I'm old enough to remember when the macho Russian military with their un-woke ways were going to roll over anybody put in front of them, especially the SJW military that'd been feminized, etc., etc., In reality, what happened was those macho Russian soldiers got nailed with missiles by Ukranian's who were given targeting information by some trans furries working at an army base in Nevada.
3.) To follow up on that, one positive of the US military, compared to many militaries around the world, including even some friendly to us, is that isn't not haven of a specific ethnic group, geographic region, or familial background. It's a fairly meritocratic institution that will do what it's told, as long as it doesn't break the Constitution. Want to invade Iraq, and wreck Baghdad? Great. Want to be more friendly to women, LGBT, and other minority soldiers because we need them to fulfill specific roles in a new generation of warfare? Sure. So on and so forth.
It's a fantastic thing the military doesn't have to kneel to a bunch of Southerners upset it's not 1985 (and if I was being less charitable, 1925) anymore, and an army base doesn't look like a John Wayne film anymore. Because it means leadership can be found among the wide swath of America, as opposed to just the parts that certain demographics approve of.
4.) Even though I disagree, I have some sympathy for normal people who lost their jobs because of COVID. When it comes to the military, sorry, Charlie. You signed away that whole freedom thing. If they can send you to die in the middle of Ukraine possibly, they can make you get the jab.
5.) I'm perfectly happy to let the Right give away the military, along with football, and a ton of other things bit of the reactionary online right (including folks like Blake Masters) have soured on in the past few years.
6.) Finally, we're still the world's hyperpower, no matter what people upset with some social policy may claim online. If you look into any actual wargames we've lost, you quickly find we put so many limits on our own equipment, just to make things interesting. Yes, random think tankers, Congressman, and such, all whom either work closely with military contractors or whom have jobs in their district, will talk about China as some massive threat militarily, along with ideologues who dislike current American society.
The reality is, the way war is going for the US military, and I actually make the distinction here, is we actually need more people who are open and OK with lots of different types of people, as long as they can "shoot straight," to use a quote from Barry Goldwater, as opposed to a bunch of people with nostalgic ideas about the past of the military. I'm sure there were military families who talked about not sending the next generation, whenever things became a little more open.
But, hey like I said, if the Right also wants to totally hand the military over to us, we'll take it.
God made men, and God made women, but Lockheed Martin made them equal.
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This is an odd post, because it's framed as a disagreement without an actual disputing of the higher level post premise (broader and family-recruitment), makes some odd claims of a political shift in recruitment not actually observed (there is a recruitment crisis because fewer people are joining, without evidence of a meaningful change in overall recruitment allocatio), and yet somehow still adopts that curious twixt of 'there's no problem happening, and if it is it's good and you deserve it.'
This is without the oddness like 'If they can send you to die in the middle of Ukraine possibly,' given that the US military... can't send combat forces to Ukraine at this time. Which not only undermines the metaphor to the jab, but ignores that the higher post explicitly acknowledged that the legal basis for enforcement wasn't disputed.
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You can take it.
Let the women, LGBT, minorities die for Israel.
What does that even mean?
Some kind of Dirlewanger Brigade?
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