ABSTRACT
This chapter shows that many companies aspire to what can be regarded as the ideal or hegemonic version of this identity – that is, the heroic, brave, and morally inclined civilian soldier. It delineates how Private Military and Security Companies (PMSCs) establish their military identity beyond such categorizations. The chapter shows that this identity is constructed both discursively and symbolically through co-branding, with companies associating with and borrowing attributes and legitimacy from state militaries, but also by setting themselves apart from formal armed forces. It illustrates not only that PMSCs deliver services to state militaries, but also that their clients are constitutive of their identities. While emphasizing the physical abilities and ethical commitment of their employees, PMSCs also sell their services with promises of expertise and professionalism. PMSCs assert that they are better able to meet today's security challenges, because they can be ethical hero warriors while also being highly trained and experienced security experts.
