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

By Melissa T. Brown | Go to book overview

INDEX
Abrams, Elliot, masculinity and recruiting, 39
Active duty
African American enlisted forces, 191
African American female enlisted personnel, 193
African American officers, 192
female enlisted military personnel, 189
female active duty officers, 190
military personnel, 187–188
Adventure
in Army ads, 48, 52, 53, 56, 57, 166, 167, 168
in military recruiting, 5, 10, 180, 182
in Navy ads, 15, 78, 82, 83, 90, 99, 101, 103, 179–180
Advertising. See Air Force; Army; Marine Corps; Navy
Advertising sample
analysis of, 12–13
composition of, 13–14
Advertising Age, Navy “Accelerate Your Life,” 100
Afghanistan War
Air Force, 173–175
demands on military, 196n12
deployment of women, 160
Marine Corps, 169, 172–173
recruiting, 158–159, 176–177
recruiting advertisements, 17, 158–159, 169
African Americans
active duty enlisted forces, 191
active duty officers, 192
Air Force, 132–133, 141, 184
Army, 43–44, 63, 162, 165–166, 168, 184, 198n13, 199n2, 202n2
Army recruiting problems, Iraq War, 162
civil rights movement, 25
female active duty enlisted forces, 193
fight to serve in military, 30, 31
Marine Corps, 106–107, 114, 123, 170, 184
Navy, 80–81, 94, 101–102, 103, 184
race and masculinity, 19, 31, 36–37, 101–102, 107, 197–198n7
racial integration of military, 31, 43, 81, 107, 132
Tuskegee Airmen, 133
success of volunteer force, 36, 162, 184
Vietnam War, 35, 107, 133, 202n2
women, 63, 123, 183–184, 198n13, 199n2, 203n4
World War I, 107
World War II, 31, 81, 133, 198n13
Air Force
active duty personnel, 187–188
ads aimed at mechanically skilled, 137, 139, 140
advertisements, number in sample, 14
Afghanistan war, 173–175
African American active duty enlisted forces, 191
African American active duty officers, 192
African American female active duty enlisted forces, 193
African Americans, 132–133, 141, 184
AFROTC, 152
“Aim High,” 138
civilian world success, 134–135, 155

-215-

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Enlisting Masculinity: The Construction of Gender in U.S. Military Recruiting Advertising during the All-Volunteer Force
Table of contents

Table of contents

  • Title Page iii
  • Contents v
  • List of Illustrations and Tables vii
  • Acknowledgments ix
  • Chapter 1- Introduction 3
  • Chapter 2- Concepts and Context - Masculinity, Citizenship, and the Creation of the All-Volunteer Force 18
  • Chapter 3- The Army 41
  • Chapter 4- The Navy 74
  • Chapter 5- The Marine Corps 104
  • Chapter 6- The Air Force 130
  • Chapter 7- Recruiting a Volunteer Force in Wartime 158
  • Chapter 8- Conclusion 178
  • Appendix 187
  • Notes 195
  • Bibliography 205
  • Index 215
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