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wedrifid comments on When None Dare Urge Restraint, pt. 2 - Less Wrong
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Welcome to the positive use of Dark Arts. You can enumerate the exploited biases galore as an exercise.
Indiscriminately calling the soldiers and especially the war dead heroes is quite rational, as it facilitates the country's task of maintaining an enlisted military force, as opposed to a mercenary force. Yes, it's brainwashing, and it is irrational for the individuals believe it, but it is very much the right thing to do for the government. Imagine what would happen if the prevailing sentiment was "well, these dead soldiers weren't very nice people, anyway, so, whatevs".
Enlisted soliders get paid already. Plus they get to wear uniform and the associated status perks. Simple economics applies even without introducing 'mercenary forces'.
Presumably without the ribbons they'd have to be paid more. And the status perks seem tied to the same thing that causes people to call war dead "heroes."