Donald Trump Jr, Ted Cruz slam 'woke' CIA social media campaign

The new social media campaign has infuriated people.
The new social media campaign has infuriated people. Photo credit: Twitter/@CIA

A new social media campaign launched by the CIA is aimed at boosting diversity within the agency - but it's managed to anger critics on both sides of the political divide.

The CIA has faced criticism for countless things, including drug trafficking, engineering coups and torture, but now it's drawing ire for a new controversy - being too woke.

The advertisement, Humans of CIA, features a Latina officer who declares herself "a cisgender Millenial, diagnosed with generalised anxiety disorder".

Born to immigrant parents, the officer says she "used to struggle with imposter syndrome" but now refuses to "internalise misguided patriarchal ideas of what a woman can or should be".

Throughout the two and a half minute video, the officer can be seen striding through the halls of the CIA wearing a t-shirt with "Mija [Spanish for daughter], you are worth it" emblazoned in pink lettering, and a clenched fist motif.

"Command your space, Mija. You are worth it," the CIA tweeted approvingly with the video, quoting the woman featured in it.

Conservatives have condemned the video, which they said is "full woke".

Former President Donald Trump's son Donald Trump Jr tweeted: "China and Russia are laughing their asses off watching the CIA go full woke".

"Wokeness is the kind of twisted PSYOP [psychological operation] a spy agency would invent to destroy a country from the inside out," he said.

Republican senator Ted Cruz joined in, tweeting: "If you're a Chinese communist, or an Iranian Mullah, or Kim Jong Un … would this scare you?"

"We've come a long way from Jason Bourne," he added, before being swiftly reminded in Twitter replies that Bourne was an entirely fictional character carrying out rogue assassinations.

While conservatives fumed over the concept of 'wokeness' and 'intersectionality', commentators on the left side of the political spectrum criticised the agency for using woke buzzwords to gloss over its lengthy and unsavoury history.

Author and policy analyst David Reiff wrote the CIA was "domesticating" the power of social activism.

"The job for the US & UK intelligence services, and, indeed, for other centers of establishment power, is to transform the Woke wolf into a domesticated Woke dog. I'm betting they succeed."

Former CIA chief of staff Larry Pfeiffer retorted anyone criticising the advert was not the target market.

"I would suggest if you don't like it, you are probably not whom the ad is targeting for employment."