Be All You Can Be (For A Quarter, To Start)
by Garrison. Average Reading Time: less than a minute.
Today’s New York Times features a brief article on video games and U.S. Army recruiting efforts in a Philadelphia mall.
The facility, which opened in August, is the first of its kind. It replaces five smaller recruitment stations in the Philadelphia area, at about the same annual operating cost, not counting the initial expenses, said Maj. Larry Dillard, the program manager. Philadelphia has been a particularly difficult area for recruitment.
Of particular interest is the Army’s recognition (already noted by scholars like Ian Bogost) that the persuasive capacity of video games extends beyond mere recruitment needs. Games are a more subtle political tool:
“We want to put people in the Army, but that’s about our third priority,” Sergeant Jennings said, gesturing to a kiosk with descriptions of 179 jobs in the Army, including details on salaries and benefits. “Most people think joining the Army means being a grunt, and that Iraq equals death. We try to show them that there’s more to the Army than carrying a gun. If people come in here and they learn that but they don’t join, that’s O.K.”
Hey Gary,
I happened to walk past this place last weekend. It’s Franklin Mills an it’s amazing looking. It’s very modern/high tech looking with an entire wall of what I assumed where military “video games”. Although I think I’ve read somewhere that the army has developed it’s on army simulator game, so maybe that was what was on the screen. I walked by a couple of time becasue I was so intrigued by the marketing ploy (that’s really what it boils down to IMHO) the army was using. There were a number of individuals milling about, apparently waiting to speak with recruiters. I myself only obseved from the outside.