Are American vets saints or sinners? When incidents such as the 2009 and 2014 Fort Hood shootings, the 2012 Wisconsin Sikh Temple attack and the 2013 Washington Naval Yard shootings—all involving former military personnel—are combined in the media with reports of the epidemic of veteran suicide, veteran homelessness, military sexual trauma, and domestic violence among soldiers, it paints a grim  picture. Yet the portrayal sends a mixed message when paired with the ‘celebrity Generals’ and corporate and political hero worship of serving troops and veterans.  Such media depictions only serve to erect the metaphorical wall even higher between those who serve and those who do not, yet creating a kind of collective guilt among the latter that recoils in horror after such shootings, even as they cannot pass someone in uniform without reaffirming their patriotism with a token nod of support. More perplexing is when such shootings get hijacked by media discussions over PTSD, which distracts everyone from the real issue at stake: the presence of handguns on military bases, which are supposed to be citadels of security.

So which is it: saints or sinners? The answer is complicated, and one that is informed by this country’s collective urge to celebrate all things that support the troops, who Boston University’s Andrew Bacevich describes as the real “One Percent”, but without asking Americans to make a shred of sacrifice. God forbid that taxes were raised to pay for two wars or that anybody in Congress mention talk of a draft. In truth, a cynic might say that the troops are unfurled before the public whenever they help move product — whether to sell newspapers, to sell beer, to sell candidates, and so forth. The military and veterans are together one of the few institutions in America that continues to enjoy near-Universal, non-partisan respect. However this ‘respect’ often translates into little more than a pat on the back, a handshake and a ‘thanks for your service’. The struggles of America’s veterans are real. However, they are neither unblemished heroes nor violent mental psychopaths. What is missing from the veterans’ narrative depicted in the media is the veterans themselves.

Vets are portrayed as national saints or victims and perpetrators. Despite having such obvious symbolic power in America, veterans have little real power. Corporate boardrooms do not welcome them. There are virtually no veteran CEOs who do not work for military-related companies or in a project they did not start themselves. The US Congress has the lowest number of veteran members since the end of WWII. Military pay and benefits—long sacrosanct—are now being targeted as entitlements in fiscal battles in Washington. The VA benefits backlog is still a problem after decades of empty political promises. Many of those vets who do make it into powerful circles are often granted access because of who they come to know, not out of some belief that they merit success for their sacrifices. Most veterans organisations, new and old, have chosen or been forced to pick a partisan political side, despite the fact that neither side can claim to have clean hands when it comes to handling military and veterans affairs.

Madison Avenue has also gotten on the troops-are-heroes gravy train. One can hardly pick up a name-brand product at a grocery store in America without it carrying a notice that some of the corporate proceeds go to helping ‘our heroes’ through a tax-deductible veteran’s charity. The opening or halftime ceremony of every major sporting event features tributes to the troops. While it is encouraging that veterans and charities are receiving this kind of attention, it is clearly not for altruistic motives. Images of US troops are being used to sell products. Almost every major corporate brand in America has a military page on its website where it professes to make special efforts to hire vets—leaving out mention of the tax incentives it receives to do so. For-profit colleges with questionable reputations for quality mercilessly target veterans for their GI Bill funds. Politicians and political action groups are the worst offenders in abusing servicemembers for their own personal gain, from sources as diverse as gay pride rallies to Ron Paul’s presidential campaign. Despite regulations against it, men and women in uniform are a favourite backdrop for elected officials who hope to gain from the legitimacy