The rest of football though reflects the militarization of American society that has occurred over the past decade and which continues to seep between sports, primarily football, and the everyday. The examples of this are nearly endless. There is the recent “Hell Week” reality webseries produced by Dick’s Sporting Goods and ESPN, borrowing a term for the climax of SEAL training and imposing it on a high school football team’s preseason training. Weekly, military aircraft provide flyovers for both college and professional games. There are the militarized uniforms of college teams including the “
American flag” uniform from Boston College and the “
Black Ops” uniform from the University of Maryland. While the Boston College uniform was in support of the
Wounded Warrior Project by UnderArmor, a point I will address below, the Black Ops uniforms were simple militarized masturbation, giving the uniform a militarized theme for the sake of style and coolness. This recent Pepsi commercial
** that seamlessly combines, the NFL, players, coaches, fans and owners with “the troops”, who are also fans, all of whom are or course drinking Pepsi. This blatant and shallow corporatism bleeds directly into the ever present “Support the Troops” movement on which Steven Salaita wrote a
poignant article last month.
Salaita’s basic premise, one with which I entirely agree, is that “compulsory patriotism does nothing for soldiers who risk their lives – but props up those who profit from war”. Widely apparent in those projects that “support the troops”, is the invariably corporatism, whose companies’ magnanimity is driven by the sole purpose of either increasing their revenue or reducing their taxes, both while garnering public good will. I leave the next point to Salaita:
“As in most areas of the American polity, we pay taxes that favor the private sector, which then refuses to contribute to any sustainable vision of the public good. The only serious welfare programs in the United States benefit the most powerful among us. Individual troops, who are made to preserve and perpetuate this system, rarely enjoy the spoils. The bonanza is reserved for those who exploit the profitability of warfare through the acquisition of foreign resources and the manufacture of weapons.”
I should qualify Salaita’s argument with this, for “the troops” themselves this is not an entirely empty sentiment. I cannot speak for the entire military, nor can anyone, but feeling the support of the nearly every American must improve and support morale. The days of Vietnam, when military personnel were vilified or ignored by the public are over. However real help for veterans does not come through these corporations but instead comes through medical support from the Veterans Affairs Administration and the reintegration of veterans to civilian life through well-paying civilian jobs. Unfortunately, neither the government bureaucracy nor the military, those with the true responsibility to these men and women, have successfully charted a path that would truly “support the troops”. Equally as unfortunate is that the empty rhetoric from corporations masks these failures with shallow corporate goodwill.
There is a difference though, and an important one between supporting the individual members of the military, and the ubiquitous support for the “troops”. Supporting the troops makes a number of assumptions that, along with this militarized culture articulated in the NFL brand, has placed American society in a dangerous place. Like the Romans who had their gladiators, Americans have our football players and the same martial traits are glorified in both. There’s a quote from the movie
Gladiator where Marcus Aurelius, the elderly emperor who is murdered by his son, says, “There is always someone left to fight”. While this is a statement from modern culture, its simplicity is reminiscent of classic philosophers and could very well have been uttered by a Roman thinker. It paints a grave picture. The NFL, Pepsi and various clothing brands are not the only corporations that have profited from the militarization of the American public. The defense industry has bound itself to the government and the blind acceptance of this by the American public has allowed the military-industrial complex to institutionalize itself in, and become an integral part of, the American economy. When an economy and a culture bases itself on a militarized society, it makes it more likely and close to inevitable that that society will go to war, that it will always find some one else to fight. The NFL, as an entertainment industry and the country’s most popular and profitable sport, is just the most transparent articulation of this society. Patriotism is not a negative characteristic in a society, militarism is.