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Enlisting Masculinity
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Enlisting Masculinity: The Construction of Gender in US Military Recruiting Advertising during the All-Volunteer Force

Melissa T. Brown


This book explores how the U.S. military branches have deployed gender and, in particular, ideas about masculinity to sell military service to potential recruits. Military service has strong historical ties to masculinity, but conscription ended during a period when masculinity was widely perceived to be in crisis and 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 military recruiting appeals and if so, in what forms It also asks how women fit into the gendering of service. Based on an an ... More

Keywords: military recruiting, all-volunteer force, recruiting advertisements, masculinity, gender, military women, Army, Navy, Air Force, Marines

Bibliographic Information

Print publication date: 2012 Print ISBN-13: 9780199842827
Published to Oxford Scholarship Online: May 2012 DOI:10.1093/acprof:oso/9780199842827.001.0001


Affiliations are at time of print publication.

Melissa T. Brown, author
Department of Political Science, CUNY-Borough of Manhattan Community College