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Apocalyptic Military Marketing Inspires Resistance

Författare Elizabeth Olsson
Publicerad i School of Blogal Studies
Publiceringsår 2019
Publicerad vid Institutionen för globala studier, freds- och utvecklingsforskning
Språk en
Länkar https://www.blogalstudies.com/post/...
Ämnesord försvarsmakten, military marketing, resistance, Swedish Armed Forces, #youdontscareme
Ämneskategorier Annan samhällsvetenskap


In an uncertain time, we are certain about our mission. / I en osäker tid är vi säkra på vart uppdrag. What is waiting around the corner will not wait. / Det som väntar runt hornet väntar inte. A stronger defense for an uncertain future. / Ett starkare försvar i en osäker framtid. These are the slogans of the Swedish Armed Forces’ (SAF) latest recruitment campaign, “For the defense of the future.” (“Till framtidens försvar.”) Unlike messages of inclusion, diversity, and physical fitness used in previous campaigns, the campaign launched nationwide last week takes a decidedly ominous turn. The message is bleak: we are facing a crisis. The enemy is unclear: we do not know who is out to get us. The portrayal of the armed forces is decisive: we are the ones that can address the unnamed threat. The audience is vulnerable: young people should be afraid of the crisis awaiting them— the television commercial features anxious students graduating from upper secondary school juxtaposed with young soldiers holding assault rifles as they participate in a military maneuver. And the call to action is manipulative: if you are afraid— and you should be— you have to join us. With photographs featuring fighter jets and the slogan, “For everything that has not yet happened” (“För allt det som ännu inte hänt”), the SAF is trying to persuade Swedish youth that military solutions— including the use of violence— are the logical answer to an impending crisis. Many have taken notice of this apocalyptic military marketing campaign, questioning if it is ethical, or indeed legal, to use taxpayers’ money to promote fear. Several have engaged in debates online, and some have taken action. This post is about one 5-year-old child’s response to the Swedish Armed Forces’ attempt to scare young people into joining their ranks.

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