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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, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use.date: 26 January 2022

The Navy

The Navy

(p.74) Chapter 4 The Navy
Enlisting Masculinity

Melissa T. Brown

Oxford University Press

Chapter 4 provides background material on the Navy’s culture and recruiting history, with some emphasis on the role of race, before presenting an analysis of the recruiting advertisements. Navy recruiting appeals have tended to shift back and forth between a focus on career and benefits—first presented in terms of masculine pride in work that is physically and mentally challenging and later shifting to an emphasis on professional careers, personal success, and advanced technology, aligning the Navy with the high-status careers of the information age and its emerging dominant models of masculinity—and a focus on adventure and the traditional benefits of life at sea, like excitement, challenge, and travel. The chapter also gives a brief history of women in the Navy and examines their portrayal in recruiting materials. While recruiting materials have made token references to female sailors, women often represent the pleasures of travel and shore leave.

Keywords:   Navy, Navy recruiting, masculinity, race, recruiting advertisements, women in the Navy

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