Who Gets to Represent NATO? : A Critical Analysis of Gender and Representation on NATO’s Instagram profile

This thesis investigates how North Atlantic Treaty Organization’s (NATO) communication on Instagram profile visually and textually engages with dominant understandings of gender in military organizations. Drawing on critical discourse analysis, it examines 142 Instagram posts published by NATO (@nato) between January and April 2024. The analysis focuses on how femininity and masculinity are represented across four role-based categories and examines how language, tone, and visual composition construct meaning. In addition, this research adopts an intersectional lens by examining which bodies, identities, and markers of difference are made central, marginal, or invisible in NATO’s Instagram storytelling - and what this reveals about who is allowed to represent the Alliance, and under what conditions. The findings suggest that while NATO’s communication at times reshapes traditional gender norms by showing women as men’s equals and in specialized and leadership positions, it more often reaffirms hegemonically masculine values. Diversity is selectively emphasized, mainly in reference to women, and rarely engages with intersectional identities. The thesis argues that NATO’s communication on Instagram relies heavily on aestheticized storytelling, priotizes relatability, and projects a curated image of inclusivity and unity. While this content may appeal to wider audiences and be useful in achieving institutional goals, it risks flattening and simplifying reality, masking the true challenges and experiences that women face within military organizations. Ultimately, the thesis contributes to broader discussions on the role of digital media in shaping institutional power and public perception of military organizations.