The U.S. Department of Homeland Security (DHS) is under fire for using controversial images and language on social media to recruit new agents especially for Immigration and Customs Enforcement (ICE).
Critics say these posts promote a nostalgic, nationalistic view of America that leans heavily on White, Christian identity and could alienate many Americans.
One of the most debated posts features a dramatic poster of Uncle Sam standing at a crossroads. Signs point in opposite directions one toward “Homeland” and “Opportunity,” the other toward “Invasion” and “Cultural Decline.”
The caption reads, “Which way, American man?” a phrase that experts say echoes the title of a 1978 White nationalist book, Which Way Western Man?
The DHS says the image simply shows Uncle Sam pondering America’s future and denies any links to racist ideology. But the imagery and wording have sparked concern among historians, political analysts, and civil rights advocates.
Many of the agency’s recent posts show armed officers with biblical quotes, messages to “defend your culture,” and calls to report “foreign invaders.” Some even reference artwork from past centuries that idealize an America dominated by Anglo-European settlers.
One example is a post featuring the 1872 painting American Progress by John Gast. The image, which shows White settlers advancing westward as Native Americans flee, was captioned by DHS: “A Heritage to be proud of, a Homeland worth Defending.”
Historians argue this painting represents the racist idea of “Manifest Destiny” the belief that White Americans were destined to expand across the continent.
Critics say this kind of messaging appeals to fears about immigration and change. It taps into a nostalgic version of America that is not inclusive of its true, diverse population. Some even compare the campaign to propaganda used during wartime or by authoritarian regimes.
DHS defends the posts as patriotic. A spokesperson said the agency is proud of America’s history and heritage and that the campaign aims to attract dedicated workers to protect national security.
But others are troubled by the agency’s use of religious symbolism, racially charged language, and copyrighted art without permission. Several artists and their estates have spoken out.
One painting, A Prayer for a New Life by Morgan Weistling showing a White pioneer family praying was posted by DHS under a different title. Weistling said he was never asked for permission and called it a misuse of his work.
The family of the late artist Thomas Kinkade, whose painting Morning Pledge was also shared, strongly condemned the use of his art to promote what they called division and xenophobia.
The agency also used a song in a recruitment video without permission. The band, Black Rebel Motorcycle Club, objected to the use of their version of God’s Gonna Cut You Down, and sent a cease-and-desist letter. DHS initially refused but later removed the music after complaints to social media platforms.
Despite the criticism, DHS reports that its recruitment strategy is working. It claims more than 100,000 job applications have been submitted in just two weeks.
Still, experts warn that blending nostalgia, religion, and national identity in government messaging is dangerous.
They say it risks promoting fear and exclusion rather than unity and trust especially in a country as diverse as the United States.
