"Vad ska du göra?" Framställningen av kvinnor i Försvarsmaktens reklamkampanj
This work has performed a visual discourse analysis over the Swedish armed forces latest commercial campaign, called “What are you going to do?” from 2021, which was aimed at young women. The aim of this paper is to analyze how the Swedish armed forces portray women in their commercial campaign. By doing this, it is possible to make out the organization’s view on gender and women in their ranks. T
