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How the US army is using influencers to recruit a new generation: ‘Promise them this idea of stability’
In a new initiative, the army is partnering with social media creators to show young adults possibilities of military life
Fitness influencer Steven Kelly posted a carousel of photos on Instagram last month that included shots of himself dressed in military fatigues climbing a rope wall and aiming a firearm. The military is capitalizing on this moment to say, ‘Well, our numbers are down and gen Z is hurting for jobs and stable lives’ Jess Rauchberg, Seton Hall University The recent slate of sponsored posts, though, are slicker, and selling something more exciting than the reality. Jess Rauchberg, an assistant professor at Seton Hall University who studies the cultural impact of social media, reviewed some of the posts on behalf of theGuardian and said the content also has a message of security in an unstable time.
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