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Dr Nivi Manchanda, There’s more than political correctness to the new British Army recruitment campaign

17 January 2018

Dr Nivi Manchanda writes about the army’s latest recruitment videos in The Conversation. The latest campaign deviates from the army’s ‘Be the Best’ predecessor, instead featuring “short, alluring animations that speak to those who would not ordinarily volunteer.” For Dr Manchanda, the videos “cleverly gloss over sexism and racism within the ranks of the army”. She argues that by constructing the army as a “safe space”, the army will exacerbate the difference between ‘home’ and ‘abroad’. “The legitimisation for war is brilliantly folded into these videos, reifying difference and celebrating ‘British values’”, she concludes.
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