Selling soldiering: Marketisation, gender complementarity and the promise of military femininity in 1990s Sweden

Abstract This article examines the first large‐scale attempts to recruit women as soldiers and officers in 1990s Sweden, focusing on the techniques and promises employed by the Swedish Armed Forces (SAF). Building on a wide range of documents and audiovisual sources, we demonstrate how the SAF utilised various marketing techniques, including advertisements and sponsorships, to attract and ‘sell’ soldiering to young women. Analysing these efforts through scholarship on neoliberal governmentality and gendered military identity, we argue that these strategies marked the onset of military marketisation, reflecting broader neoliberal trends in 1990s Sweden. Moreover, we show how the SAF's marketing techniques promised women a narrowly defined, complementary, feminine military identity that reinforced existing gender stereotypes in the name of gender equality. Our findings shed new light on the instability of gender equality policies deemed progressive and pioneering and, in contrast, the stability of the global racialised hierarchies that inscribe some nations as gender equality forerunners.