Pete Hegseth, a former Fox & Friends host turned Pentagon influencer, is reshaping the Department of Defense through a social media strategy that revolves around promoting his image and agenda. Under his leadership, the Pentagon has resurrected a “rapid response team” aimed at combating what they label as “fake news.” However, this team has come under fire for its aggressive attacks on reporters and enthusiastic support for Hegseth, blurring the line between information dissemination and propaganda.

The team’s actions have sparked controversy, such as endorsing the deployment of troops on American citizens during protests in Los Angeles and engaging in partisan attacks on political rivals. Hegseth’s personal branding as a fitness enthusiast and “warfighter” defense secretary echoes authoritarian leaders like Mussolini and Putin, raising concerns about the merging of military power with personality cults.

Critics, including extremism watchdogs, have raised alarms about the team’s tactics, with Heidi Beirich highlighting Hegseth’s Christian nationalist ideology and discriminatory views. The Pentagon’s shift towards digital media and independent outlets, led by figures like Graham Allen, reflects a broader strategy to control the narrative and reach a wider audience.

Despite the Pentagon’s attempts to downplay its aggressive media tactics, the transformation under Hegseth’s leadership has raised questions about the role of the military in promoting personal agendas and ideological biases. The clash between traditional values of diversity and inclusion in the armed forces and Hegseth’s conservative, nationalist agenda underscores the broader societal tensions at play within the Department of Defense.