The Marines, Counterinsurgency, and Strategic Culture

Identity and Role 55
mixed narratives—some of which would be anathema to the Marine Corps
of today—threaded together with a few constant themes. To understand
how surprising some of these narratives might be to today’s Marine Corps
recruiters, it might be useful to paint a clear portrait of a standard visit to a
recruiter’s office in the contemporary setting.
The “transformation” of a civilian into a Marine takes place over a series
of stages—an art form the Corps has consciously and studiously cultivated
over the years. In the words of Commandant Charles Krulak: “Our Corps’
survival depends upon the transformation.” 10 Popular images of warrior
swagger that draw a civilian to a Marine recruiter’s door are only reinforced
by the exchange that happens once he walks in. It is made clear to any new
walk- in that joining the Corps is a privilege. The Marine behind the desk may
be “recruiting,” but it is the civilian who is being measured in the exchange. 11
Interested parties stepping into the office in search of scholarships, a stable
livelihood, or travel may be invited to step out and visit the Army’s office next
door. 12 One Marine recounts:
I was thinking about going in to the Army because they offered
more money for college. I first went into the Marine recruiter’s
office and asked what they could give me. They told me I should
be happy just to join the Marine Corps. He also told me that if all I
wanted was money for college I should get out of his office and go
join the Army. I left and wondered why they did that. Shortly after,
I returned to the Marine recruiter’s office and asked him if I could
join the Marines. 13
Recruiters are looking for a particular type of young person: one who
emphasizes the “intangible” rather than “tangible” rewards of joining.
Recruiters make their own assessment of the young person in front of them,
sometimes as soon as he or she walks in the door, but they add evidence to
their initial impression, both for themselves and for the potential recruit, by
throwing a collection of eleven plastic tags on the table. Each is inscribed
with a different attribute: Pride of Belonging; Courage, Poise, and Self-
Confidence; Challenge; Leadership and Management Skills; Self-Reliance,
Self- Direction, and Self-Discipline; Physical Fitness; Professional Development;
Financial Security, Advancements and Benefits; Educational Opportunities;
Technical Skills; Travel and Adventure. The civilian youth is asked
to select from the stack the five that are most important to him. Recruiters
are looking for those young people who lean toward the “intangibles” such
as challenge, leadership, and self- reliance, reflecting an attributes orientation
(becoming a Marine), rather than a benefits orientation (what will I get from
the Marines?). Those youth seeking membership in the Corps who select in
favor of “intangibles”—and also have a high school degree, lack tattoos in
visible spaces (forearms, neck, face), and have potential to perform at the