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Enlisting Masculinity: The Construction of Gender in US Military Recruiting Advertising during the All-Volunteer Force by Melissa T. Brown (Hardcover, 2012)

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Technology, or strong yet compassionate masters of themselves?. apart from society. constructions of masculinity that serve its particular personnel needs and culture, with conventional martial masculinity being only one among them.

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Is today's All-Volunteer Force still This Man's Army ? In a nation that has seen the rise of feminism, the decline of blue-collar employment, military defeat in Vietnam, and a general upheaval of traditional gender norms, what kind of man is today's military man? What kind does the military want him to be?In Enlisting Masculinity, Melissa Brown asks whether appeals to and constructions of masculinity remain the underlying basis of military recruiting-and if so, what that notion of masculinity actually is. Are the Army, Air Force, Navy, and Marines courting warriors or breadwinners; patriots or pragmatists; dominant masters of technology, or strong yet compassionate masters of themselves? Is each military branch recruiting the same model of masculinity?Based on an analysis of more than 300 print advertisements published between the early 1970s and 2007, as well as television commercials, recruiting websites, and media coverage of recruiting, Enlisting Masculinity 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 inclusion of a few token women in recruiting advertisements has become routine, but the representations of service make it clear that men are the primary audience and combat their exclusive domain. Each branch constructs soldiering upon a slightly different foundation of masculine ideals and Brown delves into why, how, and what that looks like. The military is an important site for the creation and propagation of ideas of masculinity in American culture, and it is often not given the attention that it warrants as a nexus of gender and citizenship. Although most Americans believe they can ignore the military in the era of the all-volunteer force, when it comes to popular culture and ideas about gender, the military is not a thing apart from society. Building a fighting force, Brown shows, also means constructing a gender. Enlisting Masculinity gives us a unique and important perspective on both military service and prevailing conceptions of masculinity in America.

Product Identifiers

Publisher
Oxford University Press Inc
ISBN-13
9780199842827
eBay Product ID (ePID)
113933737

Product Key Features

Author
Melissa T. Brown
Publication Name
Enlisting Masculinity: The Construction of Gender in US Military Recruiting Advertising during the All-Volunteer Force
Format
Hardcover
Language
English
Subject
Government, Zoology, Advertising
Publication Year
2012
Type
Textbook
Number of Pages
240 Pages

Dimensions

Item Height
243mm
Item Width
166mm
Item Weight
466g

Additional Product Features

Title_Author
Melissa T. Brown
Series Title
Oxford Studies in Gender and International Relations
Country/Region of Manufacture
United States

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item 1 Enlisting Masculinity: The Construction of Gender in US Military Recruiting
AU $191.00
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item 2 Enlisting Masculinity: The Construction of Gender in US Military Recruiting
AU $191.00
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item 3 Enlisting Masculinity: The Construction of Gender in US Military Recruiting Adve
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Picture 1 of 1

Enlisting Masculinity: The Construction of Gender in US Military Recruiting Advertising during the All-Volunteer Force by Melissa T. Brown (Hardcover, 2012)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Enlisting Masculinity: The Construction of Gender in US Military Recruiting

item 2 Enlisting Masculinity: The Construction of Gender in US Military Recruiting

item 3 Enlisting Masculinity: The Construction of Gender in US Military Recruiting Adve

Best Selling in Adult Learning & University

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Silent Spring by Rachel Carson (Paperback, 2000)

Complete Illustrated Encyclopedia of Dinosaurs & Prehistoric Creatures by Dixon Dougal (Paperback, 2014)

Thunder of Hooves: A History of 12 Light Horse Regiment 1915-1919 by Kenneth Hollis (Hardcover, 2008)

Polyvagal Exercises for Safety and Connection: 50 Client-Centered Practices by Deb Dana (Paperback, 2020)

On Killing: The Psychological Cost of Learning to Kill in War and Society by Dave Grossman (Paperback, 2009)

Save on Adult Learning & University

It's Not You: How to Identify and Heal from NARCISSISTIC People by Ramani Durvas

Ford Falcon EF EL / Fairlane NF NL 1994 - 1998 Workshop Manual

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