The historiography of the Vietnam War's effect on American society and culture often focuses on the public image of its veterans. Historians and other scholars credit liberal and apolitical Vietnam veterans for reshaping Americans' opinions of those who served. These men deserve significant recognition for these changes; however, historians consistently overlook another aspect this topic. Conservative Republicans in the mid-1970s through the early 1990s made a concerted effort to alter how Americans viewed Vietnam veterans and their performance in the conflict. The few scholars who have examined this issue suggest conservatives wanted to quell Americans' distaste for military endeavors after the loss in Southeast Asia, a concept known as the Vietnam Syndrome.



This dissertation argues conservatives' efforts were more complex than simply wanting to break down the syndrome. The war and its loss threatened their understandings of the exceptional nature of the United States. This notion of exceptionalism stemmed from the immense success of the country territorially, economically, and in the international system, accomplishments realized with the assistance of the American military. The performance of the military establishment and its soldiers in the Vietnam War and the negative international and domestic opinions of the country in the wake of this loss threatened those elements of American success that conservatives viewed as imperative to maintaining the idea of exceptionalism and the power of the United States. As a result, a disparate group of conservative Republicans in the post-Vietnam era attempted to alter American understandings of the nation's martial tradition and the concept of martial masculinity, both ravaged by the war. This dissertation adds another layer to the historiography of the effects of the Vietnam War by arguing that conservatives not only shored up Americans' belief in the martial tradition and reshaped the definition of martial masculinity, but that they also significantly influenced Americans' newfound positive opinions of Vietnam veterans.