“Gotcha!” How the British Government Re-Invented Propaganda in 1982

By what means were the British public motivated to fight the Falklands War in 1982, and how did those means work? Using methods of neo-Gramscian analysis to build on contemporary theories of virtual war, this paper illuminates the means by which popular culture can be manipulated to support the goals of the ruling class, in this case the war against the Argentinian junta. The media’s role in the conflict, particularly that of the Sun tabloid, was able to shape a hegemonic popular culture to be more accepting of military action and eventually led to combat being viewed as entertainment. Commonly compared to sports teams’ followings, manufactured personal interaction with combat also leads to development of a personal identity around the conflict, one that can be manipulated to further other political goals.