Weaponizing e-girls: How the US military uses YouTube and TikTok to improve its image

US military personnel often share their everyday life on TikTok. Some joke around and play pranks on their companions, others share what they do and eat in the army, etc. 

One of today’s most popular ‘military influencers’ is Hayley Lujan, also known as lunchbaglujan. Lujan is known for her provocative, somewhat cynical sense of humor, friendship with Donald Trump’s son, and the fact that she is not a simple soldier, but a specialist in Psyops – Psychological Operations.

The career platform for US military recruits states that such “Soldiers are known for their communication expertise—using unconventional tactics to persuade and influence foreign allies and enemies in support of U.S. Army objectives.” 

Lujan’s subscribers are aware of this. They assume that her account is part of a carefully designed marketing strategy. The influencer’s goal is to help bolster the reputation of the US military, particularly in the eyes of zoomers. Or, as the authors of “Know Your Meme” say“to get ‘simps’ and the dudes who reply to every picture of boobs with ‘OMG DM me’ to enlist”.

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Author: HP McLovincraft

Seeker of rabbit holes. Pessimist. Libertine. Contrarian. Your huckleberry. Possibly true tales of sanity-blasting horror also known as abject reality. Prepare yourself. Veteran of a thousand psychic wars. I have seen the fnords. Deplatformed on Tumblr and Twitter.

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