Militarizing antimilitarism? Exploring the gendered representation of military service in German recruitment videos on social media

This article analyzes the gendered representation of military service in the German YouTube series Die Rekruten (DR) (The Recruits), a popular web series produced on behalf of the German armed forces (Bundeswehr) for recruitment purposes, which accompanies 12 navy recruits during their basic training. The article is situated within research on masculinity and the military, in particular military recruitment. It supplements current scholarship by studying a previously neglected case that is of particular interest given Germany’s antimilitarist culture, which should make military recruitment and military public relations more difficult. The article asks how military service is represented in DR, what its discursive effects are, and what role (if any) masculinity plays in this process. We find support for recent feminist research on military masculinities (including in military recruitment) that emphasizes ambiguity and contradiction. What distinguishes the construction of military masculinity in DR from, for example, recruitment advertisements in the United States or the United Kingdom is its markedly civil character. This not only broadens the military’s appeal for a more diverse audience but also increases the legitimacy of the military and its activities. It does so by concealing the violence that has for the past two decades also been a very real part of what the Bundeswehr does.