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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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Are the Army, Air Force, Navy, and Marines courting warriors or breadwinners; patriots or pragmatists; dominant masters oftechnology, or strong yet compassionate masters of themselves?. Each branch constructs soldiering upon a slightly different foundation of masculine ideals and Brown delves into why, how, and what that looks like.