The Pentagon's recent foray
into popular culture might just be its most ambitious effort to date, aimed squarely at rejuvenation of military recruitment efforts. According to documents obtained by Rolling Stone, popular shows featuring celebrities like MrBeast, Kelly Clarkson, and Guy Fieri have secured production support from the Department of Defense to possibly allure young audiences amid declining recruitment numbers.
With military recruitment hitting historic lows, officials are increasingly turning to creative solutions. A recent report from the Government Accountability Office indicated this crisis is especially pronounced among Gen Z—often referred to as zoomers—with military favorability dropping over 10% since 2016. Only 35% expressed favorable views of the military as of 2021, down from 46% five years prior.
"The military services recognize young people communicate or receive information increasingly through digital media," the GAO report observes, emphasizing the need for modernization in how the military presents itself. The findings suggest younger generations sift through information predominantly via social media, with platforms directly affecting their beliefs and values.
Capitalizing on this shift, the Department of Defense has engaged with influencers and celebrities to invigorate its recruitment strategies. It is worth noting, the Army’s 4th Psychological Operations Group previously launched viral campaigns, including one drawing on cinematic flair, likening their recruitment videos to the style of acclaimed director Christopher Nolan. But can this charm offensive truly divert the tide?
Interestingly, documented funding extends beyond viral influencers. A plethora of shows, including Kelly Clarkson’s self-titled talk show and game shows like "America's Got Talent," have also received Pentagon backing under Production Assistance Agreements (PAUs). Yet the impact of such initiatives remains uncertain.
One notable project was supposed to spotlight MrBeast, the YouTube star known for his philanthropy efforts, through humanitarian projects post-Hurricane Maria in Puerto Rico. Although the Pentagon initially approved his program, they later canceled support after learning he had not traveled to the island. The situation sparked debate about the efficacy of celebrity partnerships.
One Pentagon official noted, "We did complete a PAA for the Social Influencer Mr. Beast, but... did not support the production as he did not go to Puerto Rico for the Hurricane relief, so the PAA is canceled." This remark underlines the challenges and high stakes associated with militarily-associated media projects.
The military's reliance on Hollywood isn't entirely novel—historically, films like the 1986 classic Top Gun demonstrated how such partnerships yield recruitment spikes. That film saw recruitment applications jump 500% following its release, as theaters set up direct recruitment stations on-site. The trade-off was significant: filmmakers were granted unprecedented access to military resources. "Millions of dollars can be shaved off... if the military agrees to lend its equipment and assistance," remarked acclaimed film journalist David L. Robb, reflecting on the mutual benefit of these arrangements.
Still, not every collaboration has been smooth. The 1996 blockbuster Independence Day serves as a cautionary tale. After securing military support, the producers’ refusal to omit references to Area 51 led the Pentagon to withdraw from the agreement entirely. Renowned director Roland Emmerich recounted this struggle, saying, "The United States military was going to support this... Their one demand was... remove Area 51 from the film." Such vindications highlight the minefield surrounding military media partnerships.
Even as the Pentagon attempts to modernize its recruiting strategies through popular daytime television, the move seems almost retrograde to some observers. The initiative's seriousness is questioned, especially as those shows appeal to audiences far apart from American youth's more digital inclinations. Can these efforts genuinely reflect the realities and attract new recruits when traditional recruitment strategies already seem to falter?
A symbolic portrayal of current military recruitment woes came through another of MrBeast's videos titled, "I got hunted by the military." The extravagant production features intense chase scenes involving military veterans attempting to track down the popular influencer. While the action is undeniably thrilling, critics argue the notion of the military needing to stage such elaborate hunts—including virtually traversing decoy cars and museums—only emphasizes its struggles to engage with younger generations authentically.
Without having successfully materialized his project to provide relief for Puerto Rico, MrBeast’s detour serves as another reminder: the Pentagon's attempts to engage with the younger audience seem to be teetering on the edge of uncertain grounds. Amid existing recruitment challenges, the military's tactical shift to embrace entertainment figures leaves many wondering if it is enough to course-correct, or if it merely scratches the surface of much-needed change.