The portrayal of female soldiers: A comparative analysis of German and U.S. Military recruitment videos on social media

- How are female soldiers visually depicted in the Shorts?

- What are the common visual elements (e.g. uniforms, backgrounds)?

- How do these visual elements contribute to the narrative and representation of female soldiers?

- With makeup and hair styled

- Almost all women wear uniforms

- Diverse backgrounds, women often film themselves, including personal pictures with friends and family

- Women are shown as capable soldiers who are an integral part of the U.S. Army

- With makeup and hair styled

- Women are mostly shown in casual clothes

- Depending on the YouTube Short series, but often more static, with no display of personal pictures of friends or family

- Women are shown as professionals in supportive and civilian-oriented roles

- What kind of language is used by female soldiers in the Shorts?

- How does the dialogue contribute to the portrayal of gender roles and identities?

- How are concepts of femininity and masculinity expressed or challenged through dialogue?

- Motivational, empowering and focused on resilience

- Highlights women as strong, independent leaders while embracing femininity, presenting leadership and strength as qualities accessible to all soldiers regardless of gender

- Femininity is integrated with resilience; masculinity is softened

- Formal, professional and teamwork-oriented

- Focuses on professionalism and teamwork, portraying women as essential contributors to collective success while minimising overt gender distinctions

- Femininity aligns with professionalism; masculinity remains largely unchallenged

- What themes are commonly explored in the U.S. Army and Bundeswehr Shorts?

- Diversity, resilience, personal growth and leadership

- Teamwork, professionalism and civilian-oriented roles

- How do individual Shorts contribute to the overall narrative arc of the recruitment campaign?

- What are the key narrative differences between the U.S. Army and Bundeswehr Shorts?

- Individual Shorts contribute to an overarching narrative of inclusivity, diversity and personal achievement. They emphasise military service as a path to self-improvement, leadership and adventure

- Uses personal, motivational stories to showcase inclusivity and individual achievement

- Individual Shorts reinforce a narrative emphasising the military as an extension of societal service

- Relies on formal, structured narratives to highlight teamwork and career opportunities

- How are male and female soldiers positioned relative to each other?

- Male and female soldiers are positioned equally, with women shown excelling in diverse roles alongside men

- Male soldiers dominate combat-focused portrayals, while female soldiers are positioned as contributors in teamwork-driven and professional contexts

- How are female soldiers visually depicted in the Shorts?

- What are the common visual elements (e.g. uniforms, backgrounds)?

- How do these visual elements contribute to the narrative and representation of female soldiers?

- What kind of language is used by female soldiers in the Shorts?

- How does the dialogue contribute to the portrayal of gender roles and identities?

- How are concepts of femininity and masculinity expressed or challenged through dialogue?

- What themes are commonly explored in the U.S. Army and Bundeswehr Shorts?

- How do individual Shorts contribute to the overall narrative arc of the recruitment campaign?

- What are the key narrative differences between the U.S. Army and Bundeswehr Shorts?

- How are male and female soldiers positioned relative to each other?