Introduction

Digital media, including podcasts and video media platforms, has become a powerful industry with a substantial and consistent audience. Many different fields have tapped into the power of this type of messaging, resulting in a continually broadening range of publicly accessible information. The United States military has also turned to digital media to reach a wide audience. Podcasts and social media are now a key source of information about the military for many Americans. This information comes not only from Department of War (DoW) entities but also from former service members and others with an interest in the military.

Podcasts hosted by veterans from the special operations force (SOF) community provide insights into the work and lives of those who serve. YouTube and TikTok offer a visual media platform with similar content. Interviews and stories shared via SOF-centric social media include a variety of information from combat scenarios to the struggles of SOF veterans during and after their service. Though this type of media has raised public awareness of SOF professionals, it can also be accompanied by inflated personalities, political bias, and misinformation that can influence public opinion and recruitment. The lack of editorial control on many online platforms allows unfiltered and often unverified narratives to go unchallenged with audiences accepting them without questioning their truthfulness or accuracy. One 2021 commentary noted, “in a preliminary analysis of more than 8,000 episodes of popular political podcasts, approximately one-tenth include potentially false information” (Wirtschafter, 2021). This indicates that podcast hosts can, intentionally or unintentionally, spread misleading information or unsubstantiated personal viewpoints.

The Problem – Digital Media’s Impact on the Public Perception of SOF

This type of broadcasting can create significant issues, particularly because viewers and listeners increasingly rely on these platforms for news and cultural information. At times, SOF-related shows enter the political realm, either directly or via discussions about military or social topics. As a governmental department sworn to defend the United States Constitution, the public expects the military to project an apolitical stance and to avoid public endorsements of political candidates or parties while serving. The Department of War’s long-standing policy on political activities prohibits active-duty personnel from engaging in partisan politics (Department of Defense Directive 1344.10, 2012). This policy supports a healthy civil-military relationship and gives policymakers confidence in the institution's role in defending the country’s freedoms rather than influencing political matters.

While the policy provides service members with explicit guidelines, these rules do not apply to veterans. Though usually coming from programs featuring prior service members, some SOF-centric programming has skirted or breached DoW guidance and the purpose it was intended to serve. This dynamic is critical, as these shows represent a significant source of military information for the public. Veterans are typically featured on shows, but there have been instances of active service members being interviewed, which included discussions that enter the realm of partisan politics. Although service members may avoid directly engaging in politically-sensitive conversations, the political views of hosts are often public knowledge. Discussing social concerns through the host's lens, without the guest's direct rebuttal, may lead the audience to perceive agreement. In many cases, simply appearing on the show can lead listeners to believe the guest shares the host's views. While many digital media hosts invite diverse perspectives, some strongly partisan shows reinforce their viewpoints by discussing issues with like-minded guests.

Another point to consider is the effect of SOF-centric media on young people who consider military service. Podcasts like Pineland Underground, hosted by Soldiers at the United States Army John F. Kennedy Special Warfare Center and School (USAJFKSWCS), provide information about the training and service of  Specia Forces and other Army SOF soldiers. This podcast sheds light on the mystique surrounding the Green Berets, potentially enhancing public understanding and recruiting efforts.

However, other SOF-specific digital media may present content that could harm public perception and recruiting. Hosts often interview operators who glamorize combat. While this type of programming could boost recruiting numbers, the possibility of direct combat never becomes a reality for many service members. What does become a reality for all service members, including those who do see combat, is day-to-day military service that may consist of long periods of inactivity, administrative requirements, and varying amounts of training depending on unit requirements. This reality comes fast, leaving some disheartened by their experience, often leading them to choose to move on from the military.

The ever-evolving role of SOF is also a factor in recruiting. SOF are currently undergoing modernization and working to market its impact in large-scale combat operations. As stated by retired Gen. Richard Clarke, a former commander of the U.S. Special Operations Command, “It may no longer be that the most important person on the mission is actually the Special Forces operator who is kicking down the door, but it could be the cyber operator that the special operations team actually has to get to the environment and make sure that he or she can work his or her cyber tools into the fight” (Military.com, 2020). Although this statement might appeal to a tech-savvy recruit, these critical, evolving roles are rarely the focus of popular digital media.

Current digital media is facilitating the public airing of concerns regarding military leadership. The U.S. military has experienced scandals tied to senior leader misconduct. Both those directly involved and the wider community bear the consequences. An article featured in the Modern War Institute at West Point posits, “Instances of ethical lapses, resource misuse, and sexual harassment have eroded confidence in military leadership, tarnishing its image as a bastion of professionalism” (2024).

Not all opinions about problems with military leaders constitute clear violations of the Uniform Code of Military Justice, and many discussed on digital media platforms may be unsubstantiated. However, public airing of perceived leadership faults can shape public opinion and lead some would-be recruits to rethink their desire to serve. While there are undoubtedly leaders who don’t perform as well as expected, these complaints may be better suited for conversations within the units affected rather than for public consumption.

Defining a Way Forward

Though this article presents a generally negative view of SOF-centric digital media, there may be ways to minimize its negative impacts. The First Amendment of the United States Constitution guarantees freedom of speech, a cornerstone of our democracy. For that reason, these podcasts and other media won’t disappear any time soon. One possible response is for the community to produce interesting, realistic content that enhances the image of SOF and the military as a whole. Current podcasts produced from within the actively-serving SOF community are directed towards the operators who do the work discussed in each segment. This group typically believes in what they do, leading them to formulate their own experiences and perspectives to develop informed discourse rather than relying on outside information to form their opinions. However, when compared to popular media, the content is bland and doesn’t capture the attention of the wider audience that has come to expect a shock factor in programming.

Popular podcasts typically interview interesting people with charismatic personalities to boost viewership. They also discuss a range of topics related to culture and current events. Smith (2022) notes that podcasts “allowed creators from all walks of life to make shows that appeal to the masses.” Another skill that popular podcasters possess is their ability to engage with their guests and the audience. Yorganci and McMurty (2025) highlight that appearing ordinary and imperfect allows listeners to feel a friendship-type bond with hosts. Conversely, DoW-sponsored podcasts are often perceived as sterile and scripted, lacking the authentic engagement that builds a loyal audience.

Another option to moderate the content of SOF-specific programming would be to change the policy surrounding the disclosure of military subjects. This would be extremely difficult to navigate because many popular podcasts feature former service members, who aren’t bound by the same rules as those currently serving. Even enacting policy changes for currently-serving members would skirt the First Amendment, which service members are sworn to defend. Current U.S. Army social media guidance informs soldiers, who are off duty and not in uniform, they are permitted to express their personal views on public issues or political candidates via social media platforms, much the same as they would be permitted to write a letter to the editor of a newspaper (Department of the Army, n.d.). This guidance is not only open to interpretation but also largely obsolete, referencing an era of public discourse that has been eclipsed by social media.

The best solution to this dilemma involves a grassroots approach. At one time, a key aspect of being a SOF operator was accepting the profession's inherent operational secrecy. The Green Berets call this being a “Quiet Professional” (a term used by Col. Charles Fry in a 1979 article about “quiet professionalism” and Special Forces).  Other SOF entities have similar mottos that represent this idea. Being a “Quiet Professional” was once a shared value that instilled pride in the job, understanding that the hard work put forth may never leave the countries in which those efforts occurred. This foundation of the SOF culture has changed since the Global War on Terrorism. Books and movies on SOF exploits roused the public’s imagination, and the evolution of media technology met this thirst for SOF stories, leading to the current landscape of podcasts and digital content. The days of working in the “Quiet Professional” culture clashed with the celebration of individualism highlighted on social media.

Leading Cultural Change

The U.S. military has undergone cultural changes that affect all members, regardless of branch, rank, or occupation. According to a literature review on culture and climate, Meredith et al., (2017) point out, "The U.S. Army is facing challenges stemming from behavioral health issues, misconduct, and adjustment to changing demographics. Long-term solutions to these problems very likely require changes in the Army's organizational culture and climate, but institutional change in large organizations is typically very difficult.” From this perspective, the Army needs its own cultural change, which leaves SOF with the added challenge of creating organic cultural change, along with adapting to overall departmental change. The type of change necessary for SOF requires leaders who support a cultural shift. In addition to issuing directives, leadership should support two-way conversations with subordinates to assess the current situation, identify the desired state, and design the roadmap to get there. One book on culture and leadership explains that effective communication is crucial for cultural change, yet misalignment between leadership messaging and day-to-day practices can undermine efforts (Schein, 2010). With this in mind, a clearly defined plan of action will allow any deviation to be quickly recognized and addressed.

In contrast to the leadership-led approach, an alternative model of cultural change starts from the ground up. While this may be a challenge in the military due to the structure, an example of a bottom-led approach from an organization involves the National Football League (NFL). The NFL’s current stance on head injury prevention was initiated by players who expressed concerns about their health. Those concerns ushered in changes to the NFL’s approach to the issue, as well as rule changes and equipment innovations. Initially dismissive of concussion risks, the NFL now implements strict concussion protocols, mandates baseline neurocognitive testing, and has invested millions in concussion research (Fainaru & Fainaru-Wada, 2013). Based on the NFL model, initiating change from within the units of action presents an effective long-term solution. According to Cameron and Quinn’s (2011) guide to changing organizational culture, “cultural change involves the modification of the collective norms and values that guide behavior within an organization.” This implies that the introduction of these norms begins during indoctrination at the beginning of SOF-specific training. Ideally, this cultural indoctrination would begin even before recruitment, by shaping the public narrative through strategic use of social media.

When considering policy change versus cultural change, Schein (2010) asserts, “culture has a more enduring and significant impact on behavior in organizations than formal rules or structures.” These findings suggest a change in the warrior culture would be more successful than policy changes or attempts to challenge current media personalities for viewership. Stories of combat and heroism will always have a place in American culture. However, a shift in culture could allow those stories to be viewed as valuable historical references, rather than as opportunities for individual recognition or profit.

Conclusion

Social media and other widely available public media have shaped a portion of the American public’s understanding and perception of SOF.  While the perception is largely positive, there are risks posed by digital media platforms that could damage the credibility of SOF serving the country as a mission-focused force. Currently, our armed forces have transitioned from the Global War on Terror and placed a department-wide renewed emphasis on strategic competition and large-scale combat operations. This shift presents an opportunity for SOF to return to working away from public view, focusing on presenting commanders with unique deterrence and response options. This is an opportune time to return our formations to the belief that being a SOF operator isn’t about the image, but about working with others who share the desire to challenge themselves as team members and live as Quiet Professionals. It’s not too late for the SOF community to return to its roots, providing an important tool with a highly respected force who quietly and enthusiastically answer the call – wherever, whenever, and whatever it may require.

Author’s Note: Chief Warrant Officer 2 Frank Ayala is a pseudonym for a Regular Army Special Forces Officer with more than 16 years of service. The view, opinions, and analysis expressed do not represent the position of the U.S. Army or the Department of War.

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