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US Marines defend woman-led recruitment advert | US Marines defend woman-led recruitment advert |
(35 minutes later) | |
The US Marine Corps has defended its latest recruitment advert - the first led by a woman - after critics said it panders to political correctness. | The US Marine Corps has defended its latest recruitment advert - the first led by a woman - after critics said it panders to political correctness. |
The commercial, titled "Battle Up" follows the evolution of a female Marine. | The commercial, titled "Battle Up" follows the evolution of a female Marine. |
She is seen as a schoolgirl standing up to bullies, on a rugby pitch, under fire in combat, and as a veteran helping the homeless. | She is seen as a schoolgirl standing up to bullies, on a rugby pitch, under fire in combat, and as a veteran helping the homeless. |
The service said it celebrates the Marines' "fighting spirit". | The service said it celebrates the Marines' "fighting spirit". |
In the advert, the protagonist tackles an obstacle course through icy water as the narrator intones: "No one knows where it comes from. Why some have it, and some don't. It's the fighting spirit, and it needs to be fed. | In the advert, the protagonist tackles an obstacle course through icy water as the narrator intones: "No one knows where it comes from. Why some have it, and some don't. It's the fighting spirit, and it needs to be fed. |
"It consumes fear, self-doubt and weakness. It stands ready to protect those in danger and to fight - whatever shape the battle takes." | "It consumes fear, self-doubt and weakness. It stands ready to protect those in danger and to fight - whatever shape the battle takes." |
'That's not a 'chick'' | 'That's not a 'chick'' |
The Corps hopes the advert will attract women, especially athletes, and send the message that the Marines isn't only open to "a few good men". | The Corps hopes the advert will attract women, especially athletes, and send the message that the Marines isn't only open to "a few good men". |
Capt. Erin Demchko, who plays the logistics officer in the ad, served in Afghanistan. She is currently a deputy commander at Camp Courtney in Okinawa, Japan. | Capt. Erin Demchko, who plays the logistics officer in the ad, served in Afghanistan. She is currently a deputy commander at Camp Courtney in Okinawa, Japan. |
The advert has been viewed almost 690,000 times on Facebook since it was posted by the official US Marine Corps account on 12 May. | The advert has been viewed almost 690,000 times on Facebook since it was posted by the official US Marine Corps account on 12 May. |
But while some praised its unifying message and thanked Capt. Demchko for her service, others sneered. | But while some praised its unifying message and thanked Capt. Demchko for her service, others sneered. |
Facebook commenter Chris Clark remarked: "Had to be a chick...tired of all this political correct bull****... now let all the man haters come out of the woodwork..." | Facebook commenter Chris Clark remarked: "Had to be a chick...tired of all this political correct bull****... now let all the man haters come out of the woodwork..." |
The Marine Corps account replied directly to his comment, writing: "That's not a "chick", Chris. You're watching a Marine." | The Marine Corps account replied directly to his comment, writing: "That's not a "chick", Chris. You're watching a Marine." |
The force also went into battle on its YouTube account, telling the advert's critics: "Fans, this is not 'Social Justice Warrior' stuff - just warrior stuff. | The force also went into battle on its YouTube account, telling the advert's critics: "Fans, this is not 'Social Justice Warrior' stuff - just warrior stuff. |
"The Marine Captain protagonist of the film is not being portrayed as an infantry officer - she's being portrayed as a logistics officer, which she is. She's portrayed reacting under fire like all Marines are trained to do, which she's done in real life, in a real firefight. | "The Marine Captain protagonist of the film is not being portrayed as an infantry officer - she's being portrayed as a logistics officer, which she is. She's portrayed reacting under fire like all Marines are trained to do, which she's done in real life, in a real firefight. |
"Her story, service and dedication to our country is no less than any of yours because she happens to be a woman. | "Her story, service and dedication to our country is no less than any of yours because she happens to be a woman. |
"We are recruiting those who share our fighting spirit, and who also meet our higher-than-ever standards and requirements. If that doesn't describe you, then you can probably find better ways to spend your time instead of posting comments on a recruiting-specific social media page." | "We are recruiting those who share our fighting spirit, and who also meet our higher-than-ever standards and requirements. If that doesn't describe you, then you can probably find better ways to spend your time instead of posting comments on a recruiting-specific social media page." |
The Marine Corp is pushing harder than ever to appeal to female recruits, after a nude photo scandal in which a number of Marines shared naked photographs of female colleagues on Facebook. | The Marine Corp is pushing harder than ever to appeal to female recruits, after a nude photo scandal in which a number of Marines shared naked photographs of female colleagues on Facebook. |
The pictures were posted within a members-only group, and accompanied by highly aggressive threats. | The pictures were posted within a members-only group, and accompanied by highly aggressive threats. |
The photo sharing began in the same month that the first US Marine infantry unit began receiving women. | The photo sharing began in the same month that the first US Marine infantry unit began receiving women. |
Overall, women make up around 8.3% of the 183,000-strong Marine Corps. Around 74 of them are in combat jobs. | Overall, women make up around 8.3% of the 183,000-strong Marine Corps. Around 74 of them are in combat jobs. |
Web documentary - What makes a hero? | |
Veterans are often thanked for their service and called heroes, so why are some veterans pushing back against this? |
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