ABSTRACT
Military organizations are among the most strongly gendered institutions in modern working life. This chapter addresses the visual recruitment material of the Norwegian Armed Forces of Defence (NorAF), in the context of structural changes, and the transition to universal conscription. It traces how new gendered representations and military affective worlds are being produced by NorAF, before and after the shift to gender-neutral conscription in 2015. The chapter focuses on analyses of the video material available on the NorAF's web pages about basic training in the military, as it appeared in 2014 and in 2015. The analysis of the 2014 videos in the chapter depicts an affective world within which warrior masculinity is still cultivated, alongside the affective world of slow but solid industrial-like military machinery. Both depictions reveal elements of the NorAF culture that the reputation campaign was designed to address.
