Trends in Military Influences on Army Recruitment: 1915–1953

Abstract

The implementation of an all‐volunteer force in 1974 sparked academic interest in U.S. Army recruiting. During the past three decades Moskos's (1977) Institution/ Occupation (I/O) thesis has dominated this literature. Moskos held that the U.S. Army was becoming less of an institution and more of an occupation. He warned about the danger of offering monetary incentives for enlistment which, he believed, threatened to transform a patriotic duty into a mere job and might also undermine motivation to fight during wartime. This study examines recruiting theme trends through an analysis of recruitment posters from 1915 to 1953. (In a companion article, we extend the examination from 1954 to 1990.) Findings indicate that the I/O thesis was not borne out (Janowitz 1977) and that military changes, including the emergence of an elite military culture, influenced recruitment themes.

The Social Impact of the Defense Sector: How Defense Sector Efforts Contribute to Education and Quality of Health in Disadvantaged Regions in Serbia

“…To determine the social spillovers of the defense sector, we seek evidence of social programs at work in Serbia's municipalities and compare the available data for differences in locations where such programs are not present. We believe that the use of Padilla and Laner's (2002) analyses ofU .S. Army recruitment materials suit our research endeavor.…”

“…We borrow the methodology that uses materials available in accessible archives (Padilla and Laner 2002). Whereas Padilla and Laner (2002) analyze print material, because it did not differ in terms ofthemes from its electronic counterpart, we are limited to available electronic materials; nonetheless, we presume that the above assumption about similarity of the content holds. Serbia's MoD has made one of its reform objectives the development ofa successful model of relations between its citizenry and the defense sector.…”

Assessing the Efficacy of Armed-Forces Recruitment Advertising: A Reasoned-Action Approach

“…Because the vast majority of armed forces appeals emphasize extrinsic rewards available to the potential recruit (Padilla and Laner, 2002), no effect is expected on social norms and interest or the path between interest and intent. Therefore, the following hypotheses are set forth:…”

The black citizen-subject: black single mothers in US military recruitment material

“…Recruitment advertising strategies shift over time, adapting to context (Segal 1989;Padilla and Laner 2002;Rostker 2006). After the draft ended in 1973, recruitment advertisements focused on rewards (education, career) and achieved social status of service (Padilla and Laner 2002). After the terrorist attacks of 9/11/01, advertisements emphasized themes of patriotism, and belonging to the nation (Bowyer 2007).…”