Tactical Inclusion

Difference and Vulnerability in U.S. Military Advertising

Jeremiah Favara

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English

University of Illinois Press
09 April 2024

Communication studies; Military history; Feminism & feminist theory; Political control & freedoms; Advertising

Series: Feminist Media Studies

The revolution in military recruitment advertising to people of color and women played an essential role in making the US military one of the most diverse institutions in the United States. Starting at the dawn of the all-volunteer era, Jeremiah Favara illuminates the challenges at the heart of military inclusion by analyzing recruitment ads published in three commercial magazines: Sports Illustrated, Cosmopolitan, and Ebony. Favara draws on Black feminism, critical race theory, and queer of color critique to reveal how the military and advertisers affected change by deploying a set of strategies and practices called tactical inclusion. As Favara shows, tactical inclusion used representations of servicemembers in the new military to connect with people susceptible to recruiting efforts and rendered these new audiences vulnerable to, valuable to, and subject to state violence.

Compelling and eye-opening, Tactical Inclusion combines original analysis with personal experience to chart advertising’s role in building the all-volunteer military.

By: Jeremiah Favara
Imprint: University of Illinois Press
Country of Publication: United States
Dimensions: Height: 229mm, Width: 152mm,
Weight: 454g
ISBN: 9780252045721
ISBN 10: 0252045726
Series: Feminist Media Studies
Pages: 272
Publication Date: 09 April 2024
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Acknowledgments Abbreviations Introduction We’ll Hire You America at Its Best The Military Type Make the World a Better Place Walls Always Fall Conclusion: Beyond Tactical Inclusion Appendix Notes Index

Jeremiah Favara is an assistant professor of communication studies at Gonzaga University.

Reviews for Tactical Inclusion: Difference and Vulnerability in U.S. Military Advertising

“A pleasure to read and learn from. Favara’s cogent and well-written study uses personal reflections and theoretically grounded prose to provide a compelling analysis. The interdisciplinary approach will appeal to a wide range of readers.”--Mary Douglas Vavrus, author of Postfeminist War: Women in the Media-Military-Industrial Complex