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eBook
Tactical Inclusion
2024
Overview
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.
