The message Defense Secretary Ash Carter has been heralding all week is his vision for younger generations to get in line for military duty.
Carter said during his visit to Fort Drum, New York, that the U.S. has “the finest fighting force the world has ever known, and that’s you. But I must think ahead by one or two generations to make sure our country has what you represent: the best of the best in every generation.”
Enter #ForceoftheFuture.
And MTV News — once popular for Music Television news about artists, bands and albums — was quick to examine how this could apply to younger generations contemplating their future prospects.
MTV, whether beaming through your cable provider or bringing you clickable links on a computer screen, has for the past few years been shifting its target audience from the 18- to 25-year-old to the 14- to 17-year-old crowd — the exact audience #ForceoftheFuture wants to appeal to.
“Think about it — The United States Military has to be a leader in research, science and cutting edge technology, which means they need to recruit people who are at the top of those fields, be it engineering, biology, computer science, coding, nursing or education,” writes Caitlin Abber, an editor at MTV News. “They’re looking for people who are not only crazy smart, but have that special something that drives them to serve their country.”
A list of jobs in these specialties and a short list of benefits — such as the GI Bill, sabbaticals to start families or go to school — follows.
Unlike major military advertising or local recruitment centers, the Force of the Future initiative brings together casual conversation about military service.
For example, when describing DARPA’s Legged Squad Support System, or LS3, robot, which carries supplies for troops on the ground, Abber effervescently conveys: “This dog-like robot is playing the ultimate game of fetch by bringing troops supplies in combat areas and rough terrain. Imagine if you were in charge of designing man’s ultimate best friend?”
The MTV piece “fairly reflects what Secretary Carter said and it accurately captures the spirit of his #ForceOfTheFuture vision,” Pentagon spokesman Army Col. Steve Warren told Military Times.
“It makes sense that MTV would report on this. MTV can be edgy and they speak to youth with a social media and tech-centric voice. If Secretary Carter’s #ForceOfTheFuture is anything it is an edgy, tech-centric program delivered to youth,” Warren said in an email.
Warren said audiences “can expect a robust social media discussion around it.”
The bigger question that remains is, can the youth be swayed?
Here are some reactions from social media below:Sidenote: MTV’s video music award is the Moonman. Ironic in its touch?
#ForceoftheFuture targets younger audiences
