front cover of American Girls, Beer, and Glenn Miller
American Girls, Beer, and Glenn Miller
GI Morale in World War II
James J. Cooke
University of Missouri Press, 2016
"Cooke's examination of the Special Services and PX System during World War II, a subject previously overlooked by scholars, shows that these goods and services kept the armed forces' spirits up under the alienating conditions of global war."—Dennis Showalter, author of Patton and Rommel: Men of War in the Twentieth Century

As World War II dawned in Europe, General George C. Marshall, the new Army Chief of Staff, had to acknowledge that American society—and the citizens who would soon become soldiers—had drastically changed in the previous few decades. Almost every home had a radio, movies could talk, and driving in an automobile to the neighborhood soda fountain was part of everyday life. A product of newly created mass consumerism, the soldier of 1940 had expectations of material comfort, even while at war. Historian James J. Cooke presents the first comprehensive look at how Marshall’s efforts to cheer soldiers far from home resulted in the enduring morale services that the Army provides still today.

Marshall understood that civilian soldiers provided particular challenges and wanted to improve the subpar morale services that had been provided to Great War doughboys. Frederick Osborn, a civilian intellectual, was called to head the newly formed morale branch, which quickly became the Special Services Division. Hundreds of on-post movie theaters showing first-run movies at reduced prices, service clubs where GIs could relax, and inexpensive cafeterias were constructed. The Army Exchange System took direction under Brigadier General Joseph Byron, offering comfort items at low prices; the PX sold everything from cigarettes and razor blades to low-alcohol beer in very popular beer halls.

The great civic organizations—the YMCA, the Salvation Army, the Jewish Welfare Board, and others—were brought together to form the United Service Organizations (USO). At USO Camp Shows, admired entertainers like Bob Hope, Bing Crosby, and Frances Langford brought home-style entertainment to soldiers within the war zones. As the war heightened in intensity, the Special Service Companies grew to over forty in number, each containing more than one hundred enlisted men. Trained in infantry skills, soldiers in the companies at times would have to stop showing movies, pick up their rifles, and fight.

The Special Services Division, PX, and USO were crucial elements in maintaining GI morale, and Cooke’s work makes clear the lasting legacy of these efforts to boost the average soldier’s spirits almost a century ago. The idea that as American soldiers serve abroad, they should have access to at least some of the comforts of home has become a cultural standard.
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front cover of Chewing Gum, Candy Bars, and Beer
Chewing Gum, Candy Bars, and Beer
The Army PX in World War II
James J. Cooke
University of Missouri Press, 2009
Veterans of World War II have long sung the praises of the PX—a little piece of home in far-flung corners of the world. Though many books on that war tell of combat operations and logistics in detail, this is the first to tell the full story of the Army Exchange System.

The AES was dedicated to providing soldiers with some of the comforts they had enjoyed in civilian life—candy, beer, cigarettes, razor blades, soap—whether by operating an exchange close to where they were fighting or by sending goods forward to the lines, free of charge. The beer may have been only “3.2,” but it was cheap and, unlike British beer, was served cold, thanks to PX coolers. And a constant supply of cigarettes and chewing gum gave GIs an advantage when flirting with the local girls.

In chronicling the history of the AES, James J. Cooke harks back to the Civil War, in which sutlers sold basic items to the Yankee troops for exorbitant prices, and to the First World War, when morale-building provisions were brought in by agencies such as the Red Cross. He then traces the evolution of the PX through World War II from the point of view of those who ran the service and that of the soldiers who used it, blending administrative history with colorful anecdotes and interspersing letters from GIs.

Cooke views the PX as a manifestation of American mobility, materialism, and the cultural revolution of mass consumerism that flourished in the 1920s, serving soldiers who were themselves products of this new American way of retail and expected a high level of material support in time of war. He emphasizes the accomplishments of Major General Joseph W. Byron, chief PX officer from 1941 to 1943, and his deputy, Colonel Frank Kerr. He also tells how the PX dealt with the presence of large numbers of women in uniform and the need to meet their demands in exchange offerings.

By 1945, General Byron could boast that the Army Exchange Service operated the world’s largest department store chain, serving the grandest army the United States had ever put in the field, and today the PX is still a central factor of military life. Yet as Cooke shows, the key to the AES’s importance was ultimately the way it bolstered morale—and helped give our fighting men the will to keep fighting.
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front cover of Shamrock Battalion in the Great War
Shamrock Battalion in the Great War
Martin J. Hogan, Edited & Intro by James J. Cooke
University of Missouri Press, 2007

When Martin Hogan began training on a vacant lot to be a soldier, he had no idea that he was about to become part of one of the most famed fighting units of World War I. But soon he and other citizen soldiers from the Irish neighborhoods of New York City were locked in deadly combat with the German army.

            Hogan’s book records his recollections of the 165th Infantry in World War I, a regiment in the famed Rainbow Division. Company K of the Third or Shamrock Battalion had a part in every fight, and those who survived had more wound stripes than  did the soldiers of any other company in the American Expeditionary Forces. Few soldiers saw as much of the war in eighteen months as did young Martin Hogan, and in this stirring account he tells of his experiences with graphic power, humility, and humor.

Hogan depicts World War I at its most human level, with memories of combat in the trenches and on blood-soaked battlefields at St. Mihiel and in the Argonne Forest. His account tells us much about how unprepared for service the United States really was, with the National Guard woefully undersupplied and seriously undertrained. His experiences as a gassed, then wounded, soldier also show the reader a side of war that was far from glorious—in a time before penicillin, when the dangers of gangrene ran high—and his memoir conveys rare insight about conditions in American military hospitals where he found care.

            This insider view of the frontline experience during the Great War, complete with well-known figures such as Chaplain Father Francis Duffy and Colonel “Wild Bill” Donovan, attests that the Rainbow Division “epitomized the best of the best spirit in the world—the American spirit.”

            James Cooke’s new introduction to this edition places that renowned division in historical context. Now that other part-time American soldiers are facing new challenges abroad, Hogan’s account also attests that the National Guard, citizen soldiers who bore the brunt of much decisive fighting, measured up to the highest standards of professional fighting men.

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