Army recruitment video advertisements in the US and UK since 2002: Challenging ideals of hegemonic military masculinity?

Author:

Jester Natalie1ORCID

Affiliation:

1. University of Bristol, UK

Abstract

This article examines video recruitment advertising for the US and UK armies between 2002 – post 9/11 – and 2018 in order to unpack constructions of gender in a context of what has been called a military recruitment crisis. The findings suggest that the recruitment crisis has made possible some interesting representations of gender in the armies of the respective states. The US constructs its army in less traditionally masculine terms: women and people of colour are frequently present as equal team members and there is a focus on emotional as well as physical strength. In contrast, UK advertising pre-2012 does not feature many women, presenting them in subordinate terms, and focuses on risk-taking and physical strength. After this period, however, there is a marked change and British army advertisements begin to look more like those produced by the US. The author argues that this represents a rejection of hegemonic military masculinity and that such a rejection functions to obscure military violence by presenting armies as progressive.

Publisher

SAGE Publications

Subject

Political Science and International Relations,Sociology and Political Science,Arts and Humanities (miscellaneous),Communication

Cited by 32 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3