Description
Militaries worldwide face critical recruitment challenges that threaten national security and operational readiness. To address this, both the U.S. Military and the German Bundeswehr are focusing on the inclusion of women as a strategic solution. In today's digital age, the military, like many other organizations, leverages social media to attract new recruits, including women. This study examines how these militaries use YouTube Shorts to construct and communicate gender roles in their recruitment strategies. By analyzing 30 Shorts from each military's official YouTube channel, the research employs framing theory and constructivist-feminist theory to explore themes depicting women in the military. This approach provides a comparative analysis of the visual and narrative elements used to attract female recruits in two Western armies. Understanding these recruitment strategies is crucial for developing more inclusive approaches that resonate with the diverse identities and aspirations of potential female soldiers. By focusing on YouTube Shorts and the representation of women in military recruitment efforts, this research addresses a significant gap in the literature and offers practical recommendations for enhancing military recruitment strategies to better attract and retain women, thereby contributing to a more inclusive military environment.
