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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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(p.178) Chapter 8 Conclusion
Enlisting Masculinity

Melissa T. Brown

Oxford University Press

Chapter 8 highlights the similarities in the constructions of gender produced by the branches and the emerging masculine models they mine—professional forms, masculinity tied to technology, hybrid masculinity that combines toughness with compassion and egalitarianism—as well the more traditional warrior type. Some of the trends identified in recruiting materials across the services include inattention to international events, the absence of references to duty or citizenship, the increasing role of technology, and the expectation that young men continue to seek adventure. The chapter compares each service’s approach to recruiting women and draws conclusions about the intersections of race and gender in recruiting advertisements. The chapter also argues that although most Americans believe they can ignore the military in the era of the all-volunteer force, when it comes to popular culture and ideas about gender, the military is not a thing apart from society, and it reflects on some of the implications of military recruiting materials for wider conceptions of masculinity and of military service.

Keywords:   military recruiting, masculinity, technology, adventure, race, recruiting women

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