A multimodal critical discourse analysis of a Japanese Self-Defense Forces recruitment brochure

ABSTRACT Military recruitment strategies continue to evolve in line with developments in broader socio-political contexts. In what can be seen as a fairly recent development, both men and women are now central to recruitment campaigns. Such changes can be viewed as signalling a shift towards equality in military forces. Critics argue, however, that changes in this respect are superficial and serve to mask the prevailing masculine dominance in the military. Using multimodal critical discourse analysis, I examine the representation of service personnel in a recently published recruitment brochure produced by the Japanese Self-Defense Forces. The primary focus, however, is on how female personnel are depicted. The findings reveal that the recruitment efforts attempt to convey that the Japanese military promotes equality. Female and male service members are shown performing roles interchangeably. However, contradictions are also evident and in some instances clear distinctions are made along gendered lines. The military is also discursively constructed as an institution of care, which supports female personnel and enables them to achieve personal and career success. The first contribution the study makes is to research on multimodal texts which are used for political communication. Secondly, it enhances critical scholarship on military recruitment strategies.