Melissa T. Brown

in Enlisting Masculinity

Published in print February 2012 | ISBN: 9780199842827
Published online May 2012 | e-ISBN: 9780199933105 | DOI:

Series: Oxford Studies in Gender and International Relations


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Military service has strong historical ties to masculinity and the transformation of boys into men, but conscription ended during a period when masculinity was widely perceived to be in crisis and when women’s roles were expanding. The central question the book asks is whether, in the era of the all-volunteer force, masculinity is the underlying basis of appeals for military service and, if so, what forms it takes. It also asks how women fit into the military’s gendering of service. The book argues that masculinity is still a foundation of the appeals made by the military, but that each branch deploys various constructions of masculinity that serve its particular personnel needs and culture, with conventional martial masculinity being only one among them. The chapter discusses the study of military recruitment, it provides background information on the recruiting needs of the individual branches, and it describes the print advertising sample.

Keywords: military recruitment; masculinity; advertising; women in the military

Chapter.  7239 words. 

Subjects: US Politics

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