Mixed Messaging: USMC Marketing, Culture, and the Future Force

Abstract

Issues of misogyny, Islamophobia, and misconduct have placed the Marine Corps squarely at a disadvantage in the court of public opinion. The advertising campaigns of the last forty years have been used to solidify the identity of the Marines. The rhetoric used has perpetuated a culture of intolerance that characterizes male Marines as few and associated with elite and exceptional while female Marines are fewer, weaker and an exception. The Marine Corps Operating Concept (MOC) could be the tipping point for a diverse Corps. The MOC identifies key skills required for the warfighter of 2025 that challenge the current recruitment strategies and organizational standards. A cultural shift is required to recruiting and retaining Marines with the cognitive capabilities outlined in the Marine Operating Concept.

Open PDF

Document Details

Document Type
Technical Report
Publication Date
Apr 02, 2018
Accession Number
AD1177104

Entities

People

  • Jessica J. Karlin

Organizations

  • Marine Corps University

Tags

Communities of Interest

  • Engineered Resilient Systems
  • Human Systems

DTIC Thesaurus Topics

  • Basic Training
  • Best Practices
  • Department Of Defense
  • Discrimination
  • Doctrine
  • Instructors
  • Language
  • Law
  • Marine Corps
  • Military Training
  • New York
  • Personality
  • Sexual Assault
  • Societies
  • Students
  • Task Forces
  • Test And Evaluation
  • Training
  • United States
  • Warfare

Readers

  • Educational Psychology
  • Maritime Combat Support and Expeditionary Logistics.
  • Naval Personnel Management