As an officer in the US Navy, here are some of my personal thoughts of why we have had an exponential growth in military awards since WWII:
1) More campaigns = more campaign medals. This comes up especially for Navy and USMC who can participate in Kosovo and OSW, or now, OIF & OEF in one cruise. The US was more isolationist in previous centuries.
2) All-Volunteer force creates a stronger careerist mentality, which leads to people expecting awards for remembering to breath, just so their career is not damaged if they don't get an award.
3) Inflation. If everyone starts getting medals, distinguishing who legitimately did an award-worthy event or tour of duty either risks raising the mean award level or it gets lost among everyone else's medals.
I still think that awards are appropriate on non-combat tours, but it should be for the top 10%, not the top 90% of performers. However, it becomes tough to take the recognition away once it is given.









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