From Draft NOtices, October-December 2013
— Seth Kershner
Over the past few years, my colleague Scott Harding and I have been chronicling the counter-recruitment movement from the perspective of activists. In this article, I’ll take a different approach and focus on counter-recruitment as viewed by military recruiters. Although it takes a bit of work to find out what they think, military recruiters’ candid views on counter-recruitment reveal that many are concerned at the success of activist campaigns. There’s a strategic advantage to knowing where military recruiters’ vulnerabilities lie, for they give us a peek at the soft underbelly of the all-volunteer force and may suggest areas where counter-recruiters could focus more of their resources. And when military officers spend the time to write reports investigating counter-recruitment — even naming specific groups like Project YANO — activists should consider this a badge of honor. You’re rattling their cage a bit, forcing recruiters to regroup and rethink their strategy. Even though they’ve got all the money and power in this lopsided struggle, you’re getting into their heads.
It’s important to start by noting that we learn relatively little by looking at what military recruiters say in public. In press interviews, the military has tried to play down the impact of counter-recruitment. In 2003, for example, the director of JROTC for public schools in Washington, D.C. told the City Paper that a local counter-recruiter, John Judge, “doesn’t affect us much. . . . People who are with us, who are patriotic, aren’t paying attention to what he has to say.” However, sometimes recruiters let their guard down. In 2006, the Army’s Austin Recruiting Company missed their target by four percent; one year later the company commander told the Austin American-Statesman that “it has become increasingly difficult to recruit in Austin schools because of a strong ‘counter-recruitment’ movement.”

Once again it is summer blockbuster season. Along with incessant pleas for us to spend hard-earned dollars to see the flick claiming to have the biggest explosions and the most seamless CGI, we are also inundated with advertising tie-in campaigns on screens big and small. This, of course, is nothing new. But what many people are unaware of is that the military has been in on this game of working with Hollywood filmmakers for even longer than the retailers have been playing the game. And, like most things, with age comes experience.




