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Army seeks to ditch ‘woke’ messaging to undo historic recruiting problems

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1 year ago

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Going woke is doing irreversible damage to the country in multiple aspects, but one of the most dangerous is the United States military experiencing historic lows in recruiting. As a result, military experts told the Daily Caller News Foundation (DCNF) the Army is launching a new branding campaign, which was unveiled last week.

Experts said they shied away from social justice and diversity themes in order to overcome a historic drop in recruiting. Two new 90-second ads accompany the rebranding guide, and direct the viewer through the history of the U.S. Army, from the colonial militias of the Revolutionary War to modern missions aimed at countering a rising China. They highlight themes of “overcoming obstacles” and pushing toward the future with new technologies that better the lives of civilians as well as serving the nation’s defense.

Daily Caller News Foundation writes of the background:

The service’s buy-in on identity politics could turn off conservative families, which have traditionally served as the military’s largest recruiting base, and exacerbatedthe service’s recruiting woes in fiscal year 2022, experts and lawmakers warn. But, the years-in-the-making rebrand, with a goal of showcasing the Army’s role in defense and innovation throughout American history and encouraging soldiers to push their limits, could help the Army meet its ambitious recruiting goals for 2023, experts in military readiness told the DCNF…

…The Army has come under fire for embracing perceived left-wing values in branding, according to Task and Purpose. One example is a 2021 advertising scheme that emphasized the different kinds of people who could join the service, highlighting a same-sex family.

Left-wing trends in the military’s education and personnel policies — including emphasizing inclusion of LGBTQ+ servicemembers, doubling down on outreach to minority communities, and teaching CRT and giving pronoun advice at the military academies — to support “diversity as a strategic imperative” could cause conservative, often white families to believe they “are not welcome or appreciated in the military,” Elaine Donnelly, president of the Center for Military Readiness, told the DCNF in June.

“I think the new brand and commercial better appeal to young people’s desire to be part of a big, important effort larger than themselves,” Thomas Spoehr, director of the Heritage Foundation’s Center for National Defense, told the DCNF. “I think that is the right approach to take.”

The campaign resurrects the “be all you can be” slogan that served marketing and recruiting efforts from 1981 to 2001, with a focus on the possibilities for personal and career development the Army holds, according to Army Secretary Christine Wormuth, Army Chief of Staff Gen. James McConville and Sgt. Maj. Michael Grinston.

“The Army’s identity-based marketing has been a disaster for recruiting, which is why they’re shifting away from it. … The Army and every other branch needs to focus on appealing to all Americans, regardless of their political beliefs or background,” Republican Indiana Rep. Jim Banks, who chairs the military personnel subcommittee on the House Armed Services Committee and has sworn to crack down on wokeness in the military, said to the DCNF.

CONTINUE READING: Daily Caller News Foundation

 

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  1. Carolinadog

    March 18, 2023 at 6:30 am

    If the young people can’t be enticed to serve as protectors of life, liberty and the pursuit of happiness by loyalty or sense of duty it’s because they aren’t being taught these values and today’s woke destruction of America is not going to change that. The willingness of citizens to accept the coup of 2020 does not bode well for the future .

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Immigration

BREAKING: Senate votes down both articles of impeachment against Mayorkas in party-line vote

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April 17, 2024

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The Senate voted down two articles of impeachment Wednesday which alleged Department of Homeland Security Secretary  Alejandro Mayorkas engaged in the “willful and systemic refusal to comply with the law” regarding the southern border in his capacity as DHS secretary. The second claimed Mayorkas had breached public trust.

What resulted in a party-line vote, began with Majority Leader Chuck Schumer, D-N.Y., proposing a point of order declaring the first article unconstitutional, to which the majority of senators agreed following several failed motions by Republicans. The article was deemed unconstitutional by a vote of 51-48, with Sen. Lisa Murkowski, R-Alaska, voting present.

Fox News reports:

Schumer’s point of order was proposed after his request for unanimous consent, which would have provided a set amount of time for debate among the senators, as well as votes on two GOP resolutions and a set amount of agreed upon points of order, was objected to by Sen. Eric Schmitt, R-Mo.

Schmitt stated in his objection that the Senate should conduct a full trial into the impeachment articles against Mayorkas, rather than the debate and points of order suggested by Schumer’s unanimous consent request, which would be followed by a likely successful motion to dismiss the articles. 

Republican senators took issue with Schumer’s point of order, as agreeing to it would effectively kill the first of the two articles. Several GOP lawmakers proposed motions, which took precedence over the point of order, to adjourn or table the point, among other things. But all GOP motions failed. 

After another batch of motions to avoid voting on Schumer’s second point of order, which would deem the second article unconstitutional, the Senate agreed to it. The vote was along party lines 51-49, with Murkowski rejoining the Republicans. 

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