In a recent development, the Pentagon has launched new social media accounts on platforms like X (formerly Twitter) and Facebook, dedicated to portraying Secretary of Defense Pete Hegseth in a favorable light. These accounts have showcased a variety of content, including videos of Hegseth jogging, engaging in handshakes, and throwing footballs, while simultaneously criticizing any adverse media coverage directed toward him. This new approach marks a significant departure from traditional Pentagon communications.

The account known as DOD Rapid Response, which boasts over 155,000 followers, claims to support the mission of Secretary of Defense and to combat what it refers to as "fake news." The account is managed by Graham Allen, a former conservative podcaster who has transitioned into the role of the Defense Department's director of digital media. This strategic shift is particularly notable given the account's inclination to emphasize the personal qualities of Hegseth rather than focusing on military strategy or foreign relations, which has been the norm in past administrations.

One of the initial tweets from the DOD Rapid Response account included a video of Hegseth defending the recent termination of high-ranking military officials, suggesting that the American public had voted for "radical change and transparency." This tweet indicated a clear intent to align Hegseth's actions with public sentiment for reform within the Department of Defense (DOD).

Allen, a veteran of the Mississippi National Guard, served in various capacities, including as an IT technician and military truck operator during two deployments to Iraq, according to the Army's public affairs office. His military background adds a layer of authenticity to the communications strategy being employed by the Pentagon.

Experts specializing in civil-military relations and communications have noted that the tone and style of content shared by the DOD Rapid Response account, characterized by exuberant use of exclamation points, emojis, and capitalization, represent a stark change from the more reserved communications typical of the DOD. The account has primarily aimed to bolster Hegseth's public image, amplifying posts from military officials who commend him while simultaneously disparaging mainstream media narratives that they describe as "hoaxes and lies."

Furthermore, the account has actively defended Hegseth against allegations surrounding the use of the Signal app, which some critics believe does not meet the security standards expected by the Pentagon for sensitive military discussions. Several posts have indicated that service members respect and admire Hegseth, reinforcing the narrative that he is well-regarded among the troops.

One notable post highlighted Hegseth's interactions with midshipmen at the Naval Academy, emphasizing his connection to the armed forces. Another post boasted about the support he allegedly receives from active-duty troops, reinforcing the idea that Hegseth is effectively engaging with the military community.

Since his confirmation, Hegseth has been observed visiting various military bases, personally meeting with troops and extending handshakes. While this has been a typical practice for Pentagon chiefs, many lower-ranking service members reportedly express frustration over the pomp surrounding such visits, describing them as mere "dog-and-pony shows." These visits often involve significant preparatory efforts from troops who are required to ensure that facilities are in pristine condition for the arrival of high-ranking officials.

In addition to promoting Hegseth, the DOD Rapid Response account has taken a defensive stance against negative press. It has labeled various reports in outlets like The Daily Beast and Politico as "fake news" and has questioned the credibility of journalists, suggesting that they are out of touch with the realities on the ground. A particular tweet directed at CNN underscored the notion that Hegseth enjoys the support of the troops, contrasting this assertion with the network's reliance on anonymous sources.

This shift in social media strategy reflects a broader trend of personal branding within government communications. According to Jason Dempsey, a senior fellow at the Center for a New American Security, the emphasis on Hegseth's personal rapport with service members deviates from the historical focus of Pentagon communications on military strategy and international partnerships. Dempsey expressed that it is unusual for a defense secretary to cultivate a narrative centered around personal affection from the troops.

Critics argue that this approach could be likened to propaganda, with Hegseth and his team employing tactics designed to evoke an emotional response and create a sense of loyalty among service members. Renee Hobbs, a communication studies professor, remarked that the portrayal of Hegseth among smiling troops serves to reinforce his image as an "everyman" leader, strategically aimed at connecting with the military community.

Hegseth's media-savvy background as a former host on "Fox & Friends Weekend" has undoubtedly influenced his approach to communicating with the public and the armed forces. Despite facing scrutiny regarding his qualifications and his handling of sensitive information, he has sought to position himself as a relatable figure among the troops, asserting that his recent experiences in the military allow him to connect more effectively with service members than senior military leaders. As the highest authority in the military chain of command, Hegseth's ability to resonate with the troops may ultimately shape his legacy as Secretary of Defense.