Defense Secretary Pete Hegseth’s approach to war messaging has devolved into pure spectacle — TikTok-style video montages splicing missile strikes into movie clips and video game footage — leaving military veterans and Congress members stunned by the brazenness of treating armed conflict like entertainment content.
According to Politico, the White House communications team has churned out more than half a dozen of these viral videos, apparently plucked straight from staffers’ private group chats. But outside the administration bubble, the reaction has ranged from bewilderment to outright revulsion.
Former military brass are particularly appalled. “I don’t think the performance of our men and women in uniform requires embellishment from Hollywood or computer games,” said Joe Votel, a former Central Command chief under Trump’s first administration. “They represent the American people quite well on their own.”
Retired Lt. Gen. Ben Hodges, who commanded U.S. troops in Europe during Obama’s presidency, was even blunter. “It just seems detached from reality. Our allies look at this and they wonder what the hell is going on? It doesn’t look like we’re serious.”
The videos range from an NFL clip captioned “Touchdown” to baseball home runs, Grand Theft Auto footage, and scenes from “Iron Man,” “Top Gun” and “Gladiator.”
Hegseth has escalated beyond embarrassing aesthetics into genuinely alarming territory. He’s declared the U.S. will give “no quarter, no mercy for our enemies” — language that signals troops should execute combatants rather than take prisoners, a potential war crime. He’s called rules of engagement “stupid” and branded Iranian leaders as “rats” who are “cowering” underground.
Military historian Tom Ricks slammed the entire approach. “The Trump administration’s approach to discussing the war against Iran is both unusual and unprecedented,” he said. “With Hegseth at the helm, they are mixing incompetence and hubris. They don’t seem to care what the American public thinks, which is a dangerous approach.”
The messaging offensive isn’t working. A YouGov poll this week found 56 percent of Americans — and 63 percent of independent voters — disapprove of Trump’s Iran handling. The propaganda blitz hasn’t even successfully consolidated Trump’s base, with significant cracks emerging in the MAGA movement.
Joe Rogan, the podcaster who helped Trump reach young male voters during the presidential campaign, has called the Iran war “nuts” and reported his listeners feel “betrayed” by Trump’s pivot toward military adventurism instead of domestic priorities.
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