What are military advertisements telling us about gender?
The subject of military advertising is very complex, as it raises issues of nationalism and state propaganda, but can also exploit gender stereotypes in a very intentional manner. Recruiters and other advertisers use the insecurities of the “new man”, who has to reform his identity in light of the changing social hierarchy (which now includes women and minorities in the power structure). Many men have begun to reevaluate what it means to be a “man” if the “others” are gaining more political and economic power, and societal roles aren’t as obvious.
According to one article by Jackson Katz called “Advertising and the Construction of Violent White Masculinity”, men who are experiencing these changes can be comforted by advertising’s use of clear-cut masculine roles. Those roles are characterized by men’s physical size and strength, and their "ability to use violence successfully." It is one definitive aspect of being a “man”. Military advertisements like the one below offer the military’s idea of what masculinity means, to entice male audiences to recognize a longing for this traditional role (even though that longing is, in my opinion, a social construct):
http://www.youtube.com/watch?v=LJRthpxDM10
This ad states a very clear message about the link between masculinity and how the military provides a very unique outlet for these characteristics. It glorifies the modern image of battle and links it to two of the most revered conflicts in American history: the Revolutionary War and D-Day at Normandy. They generally go unquestioned in regards to justification, and so this ad uses the comparison to inspire Americans into the military. But it also draws on that history in regards to gender roles, by relying on the traditional images of a violent and heroic man. In the ad, we see men playing football, protecting and nurturing a woman and child, flying helicopters and tanks, and shooting weapons. In an age of insecure identity (without gender-exclusive roles), the military offers a stable identity for young men to latch on to. They are saying, “Real men fight in battles for their loved ones, and have been for hundreds of years.” The ad offers young men a role model in past soldiers, yet naturally leaves out the complications of that comparison.
I wish I could know exactly how this advertisement affects its intended audience [Mike, want to post a response?]. It's hard for me to have an opinion about the effects, since as a woman I'm not the target audience. Are men really looking at this saying, "This is what a man is supposed to do"? I see this and it seems as though it could appeal to a large majority of the male population that finds glory in violence and feels fulfilled in saving others by imitating "heroes" like past soldiers.
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Let me just start off saying this, violence is in the nature of humans, in particular me. Throughout history, men have generally been the providers of food that must be hunted to obtain. In order to obtain food, they commit an act of violence against an animal. Men were also the protectors of their family. If another group was a risk to their groups welfare, action would be made to protect there own. This idealogy has continued for centuries, the only difference throughout the years has been that the tribes has become contries and the risk to family has become political and finacial gain. At the same time, the world has only been civilized in the modern sense of the word to the point where less than 150 years ago, a man could challenge another man to a duel over a matter of disagreemant, which almost always ended in one combatents death. This being said, violence has been, and will always be, a major part in our culture. (For the record, I'm stating my opinion, not advocating it).
ReplyDeleteNow, to the advertisments. Yes, the military does a good job in their advertising and does in fact conjur up feelings of yearning in young mens hearts to be part of something great and noble. Though the particular video you posted is not that great, it does have this affect. THe men of the past wars do indeed hold a place of honor in my heart, and i am positive it is the smae for most men. THe men that fought in WWII were the old, tough breed of men, and it seems as though there arent many like them around any more. When we see videos comparing the new, modern military being compared to the toughest, grittiest killers in the countries history, we want to be part of it. Though most disagree, i believe there is a warrior at the heart of every man, (more prevalent in some more so than others) but there nonetheless. We want to be feared, but respected at the same time. It is in our nature, as much as the modern world tries to hide it. We are to be peacemakers, to be more gentle. I do not think it is wrong to be nice or gentle whatsoever, but at the same time, i do beleive there are instances, many instances, in which gentle simply will not cut it, and you must fight for what you care about. I care about this country, regardless of a plethora of faults, it is a place of freedom, and many oppourtunities. kinda went off track there, so let me finsih this up. Yes, military adds do in fact inspire young men such as myself to want to better ourselves in the way they present, to be part of something claimed to be noble. Men will never be able to rid ourselves of our inner warrior, and i do not think it is fair for the world to try. Hope i got my thoughts down clearly,, kinda rushed this, but her you go katy. love ya.
Mike