The Armed Forces Bowl provides a troubling integration of commercial sport and the American culture of militarism. The game features patriotic displays and symbols that have become increasingly central to sporting events during the ‘war on terror,’ represents the first time a military manufacturer has been the official sponsor of a college bowl game, and depends on a ubiquitous rhetoric of ‘‘support the troops.’’ By expanding the familiar conflation of sport and war, the Armed Forces Bowl simultaneously trivializes the seriousness of war as it emphasizes the seriousness of supporting the American military. This rhetorical division offers a delimited conception of appropriate American identity, thereby normalizing war in general and endorsing the ‘war on terror’ specifically. doi:10.1111/j.1753-9137.2009.01046.x There can be little doubt that war is, in part, a rhetorical proposition. In the years since U.S. troops invaded Afghanistan in 2002, rhetorical critics have examined the various dimensions of America’s ‘‘war on terror,’’ largely concluding that it has been characterized by a series of false claims or argumentative failures. These analyses range from Bostdorff’s (2003) examination of the rhetoric of covenant renewal that justified public support of war, to West and Carey’s (2006) critique of the Bush administration’s enactment of frontier justice, to Jamieson’s (2007) account of the faulty evidence used by President Bush in the lead-up to the Iraq invasion in 2003. Most emphatically, Hartnett and Stengrim (2006) define the ‘‘war on terror’’ as an ‘‘operation of deception,’’ through which millions of lives have unjustly been altered. These scholars, and many others, have demonstrated persuasively that American military actions since 9/11 have been highly problematic.
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