The British Army’s new recruitment videos are rather surprising. Instead of depicting masculine, gun-wielding warriors on the battlefield, they feature, short, alluring animations that speak to those who would not ordinarily volunteer for the most respected of national institutions. The message of these animations is clear: the army will accept you without judgement and welcome you into its family, irrespective of whether you are a woman, gay, a practising Muslim, emotionally vulnerable or even physically unfit.
Appealing to the so-called “snowflake generation”, this campaign deviates from its “Be the Best” predecessor, which was criticised as “dated, elitist and non-inclusive”. Yet, resistance to this “overly politically correct” campaign remains.
Those defending the status quo, prioritise the defence of the realm over the army being representative of society. Their belief is that the traditional macho warrior (implicitly, and often explicitly, conceived of as white, straight and male) makes the best fighter. Characterised by an unflappable stoicism, unquestionable patriotism, physical superiority and a cool but ruthless drive to get the job done, these soldiers are the most likely to excel in combat – at least according to some.
In more ways than one, especially for the more “progressive” among us, the new campaign is an indubitably positive one: it has wide appeal, draws in people from all sections of British society, and in a time of rising Islamophobia, misogyny, homophobia and hate crime, presents the army as a truly diverse and cosmopolitan force. Read more via the Conversation