Secretary of Defense Hegseth’s message to the troops on January 25, 2025, serves as a standard communication crafted to inspire and motivate ( https://www.war.gov/News/Rele ases/Release/Article/4040940/ secretary-hegseths-message-to- the-force/ ). However, it also embodies many of the pitfalls often found in governmental messaging: it is formulaic and lacks the personal touch, distinctive vision, and innovative leadership that modern military personnel might expect from their leaders in such a pivotal time.

The Familiar Framework

At first glance, Hegseth’s address reflects conventional elements of military rhetoric, including an emphasis on unity, strength, and determination. The opening, “It is the privilege of a lifetime to lead the warriors,” follows a common script that seeks t

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