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Enlisting MasculinityThe Construction of Gender in US Military Recruiting Advertising during the All-Volunteer Force$
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Melissa T. Brown

Print publication date: 2012

Print ISBN-13: 9780199842827

Published to Oxford Scholarship Online: May 2012

DOI: 10.1093/acprof:oso/9780199842827.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 06 December 2021

The Army

The Army

(p.41) Chapter 3 The Army
Enlisting Masculinity

Melissa T. Brown

Oxford University Press

Chapter 3 provides background material on the Army’s culture and recruiting history, before presenting an analysis of the recruiting materials. Army advertising sometimes showcases traditional warrior masculinity, featuring weaponry and soldiers who test themselves, but makes other masculine appeals as well, like acquiring a good trade that allows economic independence, building character and self-confidence, and gaining technological prowess. The Army has also created ads that combine martial imagery with the language of business, creating a bridge between the older forms of masculinity with which Army service had been associated and newer, business-world forms of masculinity that are gaining prominence in civilian society. The chapter gives a brief history of women in the Army and examines their portrayal in recruiting advertisements. The Army has presented women the most frequently of any of the services and has gone the furthest in framing them as normal, unexceptional members of the institution, though they are never associated with combat or weaponry.

Keywords:   Army, Army recruiting, masculinity, recruiting advertisements, women in the Army

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