The U.S. Secretary of Defense, Pete Hegseth, has required a very specific communications plan for Juneteenth. To that end, he’s imposing a zero-tolerance policy on any diversity, equity, and inclusion (DEI) initiatives. In a Pentagon email, Hegseth stated, “The Pentagon will comply, immediately. No exceptions, name-changes, or delays.” This directive aligns with his ongoing criticism of DEI policies, which he claims jeopardize military service members without providing evidence.
Hegseth, who was host of “Fox & Friends Weekend” until his appointment, is a fierce critic of DEI efforts in government. He’s especially interested in their use in the U.S. military. He has gone on the record to say that these programs are a diversion from the core purpose of our armed services. “DEI is dead. We replaced it with a colorblind, gender-neutral, merit-based approach, and the force is responding incredibly,” he asserted.
As such, Hegseth’s position is part of something much bigger on the Republican Party and especially on its Trumpist wing. This came after Trump had signed an executive order in January that would go on to make DEI initiatives in the military virtually nonexistent. He previously criticized such programs, stating, “They subjected the armed forces to all manner of social projects and political causes,” while asserting that the military’s focus should remain on national defense rather than social issues.
This Juneteenth messaging request comes soon after President Joe Biden made June 19 a federal holiday in 2021. This recognition led to greater visibility and commemoration of this significant day. This date celebrates the announcement of the Emancipation Proclamation of 1863, signed by President Abraham Lincoln. Broadly, it commemorates when enslaved people in Galveston, Texas became aware of their freedom — two and a half years after it had been ordered with Robert E. Lee’s surrender in 1865.
Hegseth’s directive has opened up a wide debate about what this means for the way the Pentagon will start to engage with major examples of our culture. Critics say his focus on exclusion and punishment runs counter to growing demands to foster inclusivity in the armed forces.
The Pentagon’s Office of the Chief of Public Affairs disseminated Hegseth’s propaganda playbook. This decision was an attempt to bring visibility to their greater communication work for Juneteenth. The unprecedented request was initially reported by Rolling Stone.