Toys, teams and toughness: a comparative analysis of army recruitment advertising

Jester, Natalie ORCID: 0000-0002-7995-3028 (2016) Toys, teams and toughness: a comparative analysis of army recruitment advertising. In: Global Insecurities Centre Discourse in Security workshop, 29/06/2016, University of Bristol. (Unpublished)

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This article provides a comparative analysis of US and UK army recruitment video advertising found on Youtube. The analytical framework, adapted from Frank Barrett’s (1996) ‘The Organizational Construction of Hegemonic Masculinity: The Case of the US Navy,’ is utilized in conjunction with a discourse analytic approach in order to establish the extent to which the advertising in the dataset is gendered, and in what ways. The conclusion reached is that the US and the UK army recruitment advertisements are gendered, each featuring several different types of army masculinity, and varying degrees, of masculinity. There were two key differences: the portrayal of women (more stereotypical in UK advertising), and networks (more emphasis on the army as a family in US advertising).

Item Type: Conference or Workshop Item (Paper)
Subjects: J Political Science > JZ International relations
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Culture, Continuity, and Transformation
Depositing User: Nat Jester
Date Deposited: 14 Jan 2021 15:35
Last Modified: 31 Aug 2023 08:25

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