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

CHAPTER 3
The Army

This chapter examines how the Army, the largest of the service branches, has confronted the challenge of recruiting a volunteer force. Over the course of the all-volunteer force (AVF), the Army has frequently made economic appeals, showcasing service as a path to economic security and upward mobility. Army recruiting ads have offered good jobs, technical training, and, increasingly, access to professional careers. Army recruiting materials in the second half of the AVF have sometimes forged links between civilian careers and militaristic imagery. In addition to promising the excitement of military action, these ads bring together more traditional forms of military masculinity with newer, business-world forms of masculinity that are gaining prominence in the larger culture. In this way, I would argue, the Army is making a bridge between the older forms of masculinity with which Army service had been associated and forms that are becoming hegemonic in the civilian world, a bridge that serves both to revitalize Army masculinity, making it seem more up-to-date, and to validate the business world as a source of status and prestige for young men.

The Army has also promised character development and personal transformation, developing a soldiering masculinity that involves young men testing and proving themselves. While this form of masculinity relies on the traditional warrior trope of facing a challenge and demonstrating strength and courage, and it involves displays of weaponry and other visual markers of warriorhood, the Army’s version of soldiering masculinity is accessible and personified by “regular guys.” As fits a military branch that needs to attract large numbers of recruits, in the Army, manhood seems to be a goal within reach of the average young man. The Army, more so than any other service, has also created many ads—especially those touting specific educational benefits— that could be read as gender neutral. In addition, the Army has used images of

-41-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this book

This book has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this book

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited page

Bookmark this page
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
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
/ 229

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.