Beth Bailey


On her book America's Army: Making the All-Volunteer Force

Cover Interview of March 18, 2010

Editor’s note

Originally, this interview ran on the Rorotoko cover page under the headline

“The Army’s role is not limited to military matters.”

We highlighted two quotes.

On the first page:

“In ending conscription, the United States discarded the understanding that military service is an obligation of (male) citizenship. All-volunteer status pushed the army into the marketplace–not only into the labor market, where it had to compete with other ‘employers,’ but into the consumer marketplace as well.”

On the second:

“The images of Corporal Lovett running through the desert in the commercial that premiered in January 2001, along with the entire ‘An Army of One’ campaign, were parts of an attempt at rebranding.  This army wasn’t about benefits and opportunity, not about money for college or the chance to learn computer skills.  This was an army of warriors in training. The army’s current emphasis on the ‘warrior ethos’ began well before the attacks of 9/11, and it had very different origins.”