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Facing falling enlistment numbers, the U.S. Army takes a new approach to recruitment: Mom and Dad

Nicole Goodkind / Fortune - Gone are the days when the United States Army plastered airwaves with recruitment advertisements that includes photographs of younger males parachuting out of Apaches, fording streams, and jogging throughout barren fields over the sober horns of Mark Isham’s “Army Strong.”

Today’s Army is taking a other approach: They’re going after Mom and Dad.

A sequence of new tv recruitment advertisements function moms and fathers in conflict settings, making an attempt to convince their kids no longer to sign up for the Army. 

In one advert, titled “Warfighter,” a mom approaches her son who’s decked out in a ghillie swimsuit and aiming a gun. The mom, who’s dressed in a nightgown and housecoat, implores the younger guy to come again house.

“Michael,” she begs. “You can do anything you want. Why this?”

Michael remains robust. He tells his mother that he doesn’t need to be caught in the back of a table.

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Understanding the South's unequal contribution of military recruits

by Rolando Zenteno / Facing South  - Since the U.S. ended the draft in 1973, young adults from Southern states* have been overrepresented among new military recruits. In fact, the region has been in a league of its own in terms of military recruitment since the late 20th century, with no other region experiencing as wide a disparity in military representation. 

The disproportionate presence of new military recruits from the South can be understood by looking at the region's "representation ratio": its share of new recruits divided by its share of the U.S. young adult population.  A ratio of 1 means a state's share of new recruits is equal to its share of the U.S. young adult population between the ages of 18 and 24, the typical age range for new enlistees. A ratio of less than 1 means a state is providing fewer recruits than might be expected given its young adult population, while a ratio of more than 1 means it's providing more than its fair share.  

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The Military Views Poor Kids as Fodder for Its Forever Wars

  As the United States staggers toward war, it will try to draw troops from the same poor, rural neighborhoods it always has.

  español -

January 7, 2020 / Nick Martin / The New Republic - In my high school in rural North Carolina, a plastic table was set up just off to the side of the atrium where we all congregated after lunch every day. Behind that pamphlet-strewn table was a man in the recognizable khaki of a Marine’s service uniform. With a smile that never left his face, he’d reach out a hand and ask about your day. He’d inquire about your classes, whether you played sports, who you rooted for. Then, after maybe two or three minutes of small talk, he’d make his pitch.

It was always the same: fast-tracked citizenship; relief from the financial pressure of attending college; real employment prospects in a recession-era economy that had left many of my classmates’ parents without jobs. He was the flesh-and-blood version of the television propaganda we had already seen a million times over by then. But his pitch, run against a limited set of options, sounded like a good deal. It was supposed to.

That recruiter’s presence at my school was the result of a particularly insidious piece of the 2002 No Child Left Behind Act, signed by George W. Bush, which required that all public schools grant military recruiters “the same access to secondary school students as is provided generally to post secondary educational institutions or to prospective employers.” That table was his equal access. 

While the law handed the military a clean reach into American high schools, its recruitment efforts remained selective. Enlistment data paints a complicated portrait of the economic makeup of the military, but what we know about recruitment is more straightforward: The Pentagon views low-income kids as easy targets for its forever wars.

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