Labor Department social media campaign depicts a White male workforce

Labor Department’s Social Media Campaign Shows Predominantly White Male Workforce

In recent months, the Labor Department shifted its social media focus under the Trump administration. Unlike the previous year's emphasis on diverse representation across gender and race, the current campaign features nearly exclusively White men, appearing in AI-generated poster-style images.

Visual Style and Artistic Influences

Experts note that the images echo the styles of Norman Rockwell and historic government propaganda, reminiscent of New Deal-era posters and fascist European art. The men depicted commonly have blond hair, blue eyes, sharp jawlines, broad shoulders, and wear blue-collar uniforms.

"The campaign has drawn scrutiny, with critics saying it is not realistically portraying the diversity of the country’s workforce and is sending messages that feel exclusionary, given that White men make up a minority of the workforce."

Imagery and Representation

About two dozen poster-style images have been posted.
Most images portray White men in industrial or construction settings.
Backgrounds often show construction equipment and factory stacks.
Only one image depicts a non-White man, accompanied by a White woman and a White man.

Purpose of the Campaign

The campaign aims to encourage the hiring of American citizens over foreign workers, using visuals steeped in traditional American iconography.

Criticism

Critics argue the campaign overlooks the nation's workforce diversity and sends exclusionary messages by focusing largely on White males, who constitute a minority of workers today.

The Boston Globe — 2025-11-07

Labor Department’s Social Media Campaign Shows Predominantly White Male Workforce

Visual Style and Artistic Influences

Imagery and Representation

Purpose of the Campaign

Criticism

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