Navy Launches New Website: "My Navy My Future"

[JTNavyAnchor]

http://www.thenavycafe.com/forum/picture.php?albumid=49&pictureid=345
The U.S. Navy just released a brand new website and I was wondering what those of you with friends/family/yourself in the Navy think of it.

This site is running in conjunction with the main Navy site Navy.com, so it is not intended to replace that one.

Instead, this site is more focused on helping younger students learn about what life is like as a Navy Officer.

The site's address is: http://www.mynavymyfuture.com/

I'm working with the team that developed this site, and it is new so any feedback that you have will be truly helpful. What do you think of the site?

[Retired Navy Chief]

I will definately spend some quality time later tonight to check it out ... initial thoughts are that it looks good !!

I did, however, think that the sillouetes of the people showed hands flipping the bird .... either I need to get my eyeglass prescription updated or get my mind out of the gutter.

Cheers,
PISTOL

[JTNavyAnchor]

Glad you're liking the site at first glance!

As for the images in the silhouettes, they are anchors. Have you played around with the part where you can ask Davede a question? (http://mynavymyfuture.com/firstday.html)

[Retired Navy Chief]

Seems to have an answer for everything officer related.

Neat ...

PISTOL

[JTNavyAnchor]

Thanks - your feedback is especially helpful since you have a complete perspective on what a U.S. Navy career can offer.

Has anyone browsed through the footprints section? http://mynavymyfuture.com/footprints.html

This actually helped me learn a lot about the history and significance of the U.S. Navy Officer Program.

[feedbkgvr]

Hi, I hope Im not intruding here, however I found this thread though Google when I was researching the My Navy My Future site.

First of all I have to say that I was shocked when I first saw the site. A friend of mine is considering the Navy as a career and was directed to this site, he was offended by what he saw and then brought it back to me.

I have to say that this site is very offensive to me. I know the company that did it was trying to market to young urban (read: black highschoolers). But I find that the way they executed it is extremely insensitive and comes off blatantly racist.

Now I know you are probably going to brush that off as silly, but let me explain. I don't know how much of the navy marketing sites you have seen or have been privy to but usually, the work produced for them is high quality, and very well thought out. Take http://navyhealthcare.com/ for example. This site is well manicured, well planned and clean. It gets its point across, while impressing the viewer with the latest flash technology. There is diversity, without being deliberately subversive or obviously segregated (i.e. every single model on the page is Black/White/Asian etc). Let me point out again, that the site is HIGH QUALITY, executed thoughtfully and with care.

Now please take a look at mynavymyfuture.com again. The first thing that hits you about this website is the impression that it has been hastily thrown together and it is low budget. Excuse my french but the model "Davede" is filmed in front of THE SHITTIEST GREEN SCREEN Ive ever seen, and its so bad that the green is still visible on his shirt. The graphics on the site are juvenile and could have been done by a highschool student. Needless to say it was very poor, and very low quality. The next thing that hit me (more like slapped me in the face) was the usage of "Hip hop" music in the background. Nothing shouts "ethnic stereotyping" to me more than when I hear "hip hop" beats being pasted on a website marketing itself to African Americans. As if that's all we listen to or will respond to.

The third thing that bothered me and i will say its the largest, is the subliminal "imagery" created in the "create my path" segment of the site. You'll notice that the first uniform (the dressed down beige one) has black arms. The following two (the higher ranking officers) have white hands. I may be wrong, but this seems to suggest (if even not on purpose) a contrary message than what the site actually promises. (A site dedicated solely to the recruiting of young African Americans, tells them that they can become officers, but then has them paste their faces onto white bodies.) Something about that seems a little insensitive to me. Could they not dress up the black model they had in these uniforms?

The site is always broken, it isn't well built, and it seems like an "afterthought". There are numerous other things wrong with the site that I ask you to look at yourself and make your own decision about.

Lastly, I invite you to cross reference this site with all the other sites that the Navy has commissioned from their advertising company. Every single one of these sites is of good quality. except the first one they use for marketing to AA. Personally, I find it a little bit sarcastic, and very offensive.

I invite you to discuss the things Ive pointed out. I just want to point out that I very much respect the sailors who risk their lives for my freedom everyday. And my upset is not directed at the Navy, or the officers in it. My wish is simply to respond to this thread with my honest and sincere opinion, and perhaps give insight as to how one thoughtless mistake of a website can cause upset in the very community in which it was meant to market to.

Thanks for taking the time to read my thoughts and again I hope I haven't disturbed the discussion here.

-Feedbkgvr

[Retired Navy Chief]

Hmmm .... I guess maybe I am too colorblind to have noticed all of those things. I don't know why your friend would be so offended ... this type of marketing goes on all the time. Honestly, I think by now, everyone in the free world knows that the US Navy is open to all races, however traditionally, the Navy has been low on having black American applicants come through the door... thus, the need for sites like this. I should think it would be a boost to the recruiting effort in that respect.

I have added a few comments below ...

Cheers,
PISTOL


Hi, I hope Im not intruding here, however I found this thread though Google when I was researching the My Navy My Future site.

First of all I have to say that I was shocked when I first saw the site. A friend of mine is considering the Navy as a career and was directed to this site, he was offended by what he saw and then brought it back to me.

I have to say that this site is very offensive to me. I know the company that did it was trying to market to young urban (read: black highschoolers). But I find that the way they executed it is extremely insensitive and comes off blatantly racist. Please point out the racist part ... what i see does not meet Websters definition of racist.

Now I know you are probably going to brush that off as silly, but let me explain. I don't know how much of the navy marketing sites you have seen or have been privy to but usually, the work produced for them is high quality, and very well thought out. Take http://navyhealthcare.com/ for example. This site is well manicured, well planned and clean. It gets its point across, while impressing the viewer with the latest flash technology. There is diversity, without being deliberately subversive or obviously segregated (i.e. every single model on the page is Black/White/Asian etc). Let me point out again, that the site is HIGH QUALITY, executed thoughtfully and with care. Diversity is a good point ... regardless of what market this is meant to target. Although it will always offend someone because of what color the higher rank person is ... see below

Now please take a look at mynavymyfuture.com again. The first thing that hits you about this website is the impression that it has been hastily thrown together and it is low budget. Excuse my french but the model "Davede" is filmed in front of THE SHITTIEST GREEN SCREEN Ive ever seen, and its so bad that the green is still visible on his shirt. The graphics on the site are juvenile and could have been done by a highschool student. Needless to say it was very poor, and very low quality. The next thing that hit me (more like slapped me in the face) was the usage of "Hip hop" music in the background. Nothing shouts "ethnic stereotyping" to me more than when I hear "hip hop" beats being pasted on a website marketing itself to African Americans. As if that's all we listen to or will respond to. Whoo-boy ... Hip-Hop = African American. Not so sure I can agree with you there, sir. When was the last time you stepped foot in a night club in Hong Kong, Singapore, Phillipine Islands or anywhere in Europe ?? Definately not too many blacks in those areas ... and you know what else ? you won't hear a single Willie Nelson song in those parts of the world either !!

The third thing that bothered me and i will say its the largest, is the subliminal "imagery" created in the "create my path" segment of the site. You'll notice that the first uniform (the dressed down beige one) has black arms. The following two (the higher ranking officers) have white hands. I may be wrong, but this seems to suggest (if even not on purpose) a contrary message than what the site actually promises. (A site dedicated solely to the recruiting of young African Americans, tells them that they can become officers, but then has them paste their faces onto white bodies.) Something about that seems a little insensitive to me. Could they not dress up the black model they had in these uniforms? The khaki uniform that you refer to as being the lower rank ... is in fact NOT. That sailor is either a Lieutenant Commander (O-4) or a Commander (O-5) ... the only difference being the color of the collar device, which cannot be assertained by this old blind guy. The next two sailors are BOTH Lieutenant Commanders (O-4) ... and the last one in the summer whites is a lowly lieutenant (O-2) who is the baby of the bunch and the main training beneficiary of Chief Petty Officers (E-7 thru 9) ... who, by the way, wear the exact same khaki uniform as the officers do :evil:


The site is always broken, it isn't well built, and it seems like an "afterthought". There are numerous other things wrong with the site that I ask you to look at yourself and make your own decision about.

Lastly, I invite you to cross reference this site with all the other sites that the Navy has commissioned from their advertising company. Every single one of these sites is of good quality. except the first one they use for marketing to AA. Personally, I find it a little bit sarcastic, and very offensive.

I invite you to discuss the things Ive pointed out. I just want to point out that I very much respect the sailors who risk their lives for my freedom everyday. And my upset is not directed at the Navy, or the officers in it. My wish is simply to respond to this thread with my honest and sincere opinion, and perhaps give insight as to how one thoughtless mistake of a website can cause upset in the very community in which it was meant to market to. we do have some pretty amazing Sailors defending our freedoms, don't we ?? I am pretty proud of them as well.

Thanks for taking the time to read my thoughts and again I hope I haven't disturbed the discussion here.You have definately NOT disturbed the discussion ... honest opinions were solicited and that is what was provided. I do find though (In my personal opinion), that most of the concerns expressed in your post were that of someone who is ... mmmm, how should I put this ... "feeling slighted by the predominant race depicted". I could be wrong, Lord knows it wouldn't be the first time, nor the last. Hoping that this isn't taking that road ... This Chief doesn't play well with those who pull the racism card when it isn't truly an issue.

-Feedbkgvr

[feedbkgvr]

Hmmm .... I guess maybe I am too colorblind to have noticed all of those things. I don't know why your friend would be so offended ... this type of marketing goes on all the time. Honestly, I think by now, everyone in the free world knows that the US Navy is open to all races, however traditionally, the Navy has been low on having black American applicants come through the door... thus, the need for sites like this. I should think it would be a boost to the recruiting effort in that respect.

I have added a few comments below ...

Cheers,
PISTOL


Hey thanks for answering me.

I actually agree with many points you've made... Also, thank you for clearing up the issue of the officers rank. I assumed that because there were more bars on the badges of the officers with the black suits it meant they ranked higher. (As you can see I am not expert) I'm not sure if you understood what I meant though by the paragraph in which I stated the usage of "hip hop" sounding music was racial stereotyping.

I am definitely NOT saying that hip hop = African American. As a matter of fact that is what I'm arguing against. I find it a bit disconcerting that they would use this music on none of their other sites (or commercials for that matter) but use it for the ones specifically targeting AA. Mainly because Hip hop has such a diverse listener base... ( i believe the statistics are currently that here in the USA 70% of all hip hop artists sales are made by white Americans) Hip hop music is popular around the world. Some of the greatest break dancing teams on the planet are from Korea, and Japan, and all they dance to is Hip Hop and Rap. its unfair to associate that solely with African Americans and I feel that is what they have done.

I am also not saying that marketing to African Americans is racist. I don't think that at all. I think its great that advertising companies seek to cater to ALL types of people.I applaud it when I see it. To me, it is a sign that things are changing and that people are generally more accepting than they used to be. My main concern is that the way that this particular site was executed let a bad taste in my mouth.

Im really sad to hear that Im coming off as a person who might be playing the "race card". I can firmly say that I am NOT. Mentioning something offensive in my opinion does not always equal bitterness or manipulative tactics. It is however my opinion that the site does border on the side of "insensitive". I applaud the Navy and their marketing agency for trying to recruit more minorities. I just wish that they have put the same effort and quality into making this website that they have done with others in the past. That is just my opinion however and I realize that not everyone will share it.

Thanks for again taking the time to listen to me and also for taking the time to respond. I hope you have a wonderful weekend.

[Retired Navy Chief]

Very well .... points well taken and fully accepted.

Thank you for clarifying your viewpoints without bias to my somewhat gruff responses ... I really try hard to grasp this "Politically Correct" stuff, but I s'pose I am a little old school in that respect and tend not to pull punches.

One more item for you to consider, and this is a general statement, nothing pointed at you or anyone else in particular ... but, what is it with the term African American ?

In MY Navy, we only have Americans ... PERIOD. Some of our Americans are white, some are black, some are brown, some I love to death and some I don't really care for on a personal level .... but ALL are Americans. Very few black Americans that I know of have ever been to Africa and many have traced their roots to places other than the African continent. Just something that I picked up on years back that I have never been able to accept.





OK, sorry for the side bar ... I will yield the floor to the originator of this post ... and go home to have a beer.

You folks enjoy your weekend, and all of you active duty sailors on the board ... remember what you are there for, keep focused and thank you from the bottom of my heart for all that you do. Too many do not fully understand your sacrifice.

Cheers,
PISTOL

[Ray]

Good stuff chief.

[chrisf826]

I found it pretty informative and it appeared to me was handled in a very nice way. I enjoyed it.

[michaelhoffman]

As I have mention in my earlier post that I am here to collect information on behalf of my younger brother who is expected to join the Navy soon. I am pretty sure this site will shade more light regarding the Navy and will make it possible for me to assist my dearest brother. Checking this site will require some time so I will give a try to this site sometime later during the day. Anyway thanks a lot for a great information.

[acer87]

When I went to my recruiter he was like, oh your Asian thats good, theres too many white people in the navy. I didn't feel offended as thats just the way things are nowadays, all i know is that I scored high enough on my own credentials and not get put in because of my ethnicity.

[acer87]

oh wow, everyone on the site is black........why are there no asians with asiany music playing in the background!!!! lol