This notion of Swedish progressiveness-often constituted as equality between people of all sexual orientations and gender identities-is epitomized in the campaign slogan “Sweden, a country to fall in love with/in.” This article probes how performative enactments of a gender-exceptional nation works within broader discursive terrains constituting a military institution undergoing large-scale transformations. In these campaigns, Sweden is performed as a “progressive” nation/state whose citizens hold values, rights and freedoms considered “extreme in the eyes of others,” thus being in need of protection by the SAF. This article analyzes how gendered and sexualized subjectivities and symbols are mobilized in recent marketing campaigns launched by the Swedish Armed Forces (SAF). Gender mainstreaming measures adopted by armed forces have gained scholarly attention for the ways in which they ascribe meaning and relevance to military institutions, perform national identities and order international politics.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |