People driving along the Mexico-U.S. border are becoming less surprised at seeing drug cartels publicly advertise “job” openings. These vicious drug cartels are becoming increasingly bold in their efforts, unswayed by Mexican efforts to halt drug trafficking across Mexico. Mexican cartels have been famous for showy displays to gain public support, painting themselves out to be “Robin Hoods” according toe one community activist in Nuevo Laredo. It just seems all so surreal, a drug cartel advertising in the open and blatantly disregarding the authority of the state, police, and military of Mexico. Guess it’s not that hard.

Los Zetas, a notorious drug cartel, offered a “good salary, food and medical care” for those who joined, hoping to appeal to trained soldiers and ex-soldiers. Over 100,000 Mexicans have deserted from the Mexican military in the past eight years, undoubtedly many were drawn by the higher rewards available in working for drug cartels. The cartels are brash and audacious in their attempts to recruit men:

Even though the drug war has traumatized Mexicans, cartels still use bravado and a dash of humor to gain supporters. The Nuevo Laredo banner, for instance, promised that the cartels would not feed new recruits instant noodle soup, an allusion to the cheap and frequently mocked meals that many poor soldiers are forced to eat and that the government often provides to stranded migrants…

The banners also appeal to many poorer Mexicans who respect the brashness of the cartels, which provide food, clothing and toys to win civilians’ loyalty.

The military in Mexico feels overwhelmed, as the public is on the drug cartels’ side in some places and they have been very successful in recruiting soldiers into their ranks. The army can’t use paid advertisements to counter the cartels’ messages, and might be losing the information war. As long as Mexico’s economy remains weak and job offers few, people will be drawn to the apparent glamor and success of drug cartels. Let’s hope they don’t win the war.

[WSJ]

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