This conference, and others like it, is an attempt to enlist educators in the military's national recruitment campaign. A decent economy, high college enrollment, and a lack of clear enemies has made the military's recruitment job more difficult. And many schools around the country don't even let military representatives in. Of course, there is a reason for that. The military is known for glamorizing a dangerous profession. The denial of access to schools is a constant thorn in the side of recruiters, and according to Alphonso Maldon Jr., Assistant Secretary of Defense, the closed doors have required them to "redouble their efforts" and conduct a "war for talent that the military must win."
The military is a necessity (although an argument could be made about the size and scope of its operations), but is it something that should be advertised in the Seattle public school system? Just as there is a constant debate about allowing Pizza Hut to sponsor school lunches, or Microsoft to provide school computers, or Coca-Cola to supply vending machines, the military's "be all that you can be" campaign should be put under the spotlight.
There are no laws in the state of Washington pertaining to military recruitment; decisions about recruitment campaigns are left up to individual school districts, says Diane Turner, spokeswoman for the Superintendent of Public Instruction in Olympia. Meanwhile, school districts have no guidelines on military recruitment for individual schools; the issue is left up to individual principals. In fact, teachers can be contacted personally by the military recruiters. For example, meet Edwin Bean, a counselor at Auburn High School who was contacted directly by the Marines. Bean went to the San Diego conference and thought it was fabulous. After seeing the recruits, Bean says he felt "proud to be an American" and had "a good feeling about the U.S."
Each day of the conference is slated for a specific purpose. Day one involves teaming up with fellow invitees. In most instances, based on the biographical data forms the participants filled out in advance, conference attendees are hooked up with people from similar areas. The teachers also meet their Marine Corps escort. On day two, teachers tour the squad bays and meet the recruits. Every recruit the teachers meet is pre-selected by the Marine program coordinator. The recruits are usually from the same towns as the teachers. This adds "personal interest" and the opportunity to "make new and lasting friendships," according to the program itinerary. Days three and four involve "hands-on training," the meat and potatoes of the seminar, where teachers are impressed with fighter jets, "a water ballet featuring Landing Assault Vehicles," and the "opportunity to try your hand with the M16A1 rifle." Day five is the final day, where teachers watch the graduation ceremony of new recruits.
So far, mainstream news coverage of the conference has been minimal and inadequate. For example, an April 3 Seattle Times article, "Marine Corps is offering show and tell for teachers," never questioned the conference or gave the mic to anyone critical of the Marines. In fact, the article read like a refined press release. It's disturbing that the mainstream media have been so simple-minded toward the military's recruitment, at a time when the armed forces are doing more sophisticated recruiting than ever.
"Working with their advertising agency, the Marine Corps has contracted with two leading generational scholars to understand what motivates and appeals to 'Millenials,' or the generation after 'Generation X, '" Carolyn H. Becraft, Assistant Secretary of the Navy, told a Senate committee last month. The Marines plan to use the insight to craft their marketing message for "America's 21st-century youth."
The idea is to enter pop culture. For example, last summer, the Marine Corps sponsored the "X-games," a flashy MTV-esque sports competition featuring national television coverage and tours throughout the country. They've also been involved in a new TV and movie-theater advertising campaign, complete with computer animation and jump-cut images. All branches of the military are following the recommendations of an independent study by the RAND corporation as well. The study called for, among other things, an increased focus on the Internet and younger demographics. Last month, the military also took part in the NASCAR Winston race, with each branch having their own specially painted car to compete in the race. All this advertising appears to be working. According to Seattle Marine Corps Major Christopher Dowling, the advertising is having a "significant effect, and making recruitment numbers really rise."
Supporters of the Marine Corps' renewed recruitment drive say the military is no different than a university -- teachers should be allowed to explore all the options for their students. This sounds compelling, but is it a fair analogy? Certainly, teachers have a right and a responsibility to inform students of all their post-high school options. But the options warrant closer examination when they stem from an intense and well-financed advertising campaign, complete with educator conferences and pop-culture influence. "It is a little strange [that] they're doing so much marketing to the kids," acknowledged one teacher who went to the San Diego conference.
