Glimpses of Inclusivity in the Bundeswehr: A Case Study

Social media analysis, in feminist critical military studies, is a highly underrepresented field. Although, the world is evolving faster than ever and, within the digitalised world, different methods of representation are used to (re-)produce ideologies, signify meanings, and interpellate individuals accordingly. Militaries are making use of social media accounts as representational tools to justify their informal and formal structures. Nonetheless, these organisations are challenged to become more inclusive, more democratic, and more diverse. The Bundeswehr (German Armed Forces) is considered a highly heteronormative, masculine connotated, white organisation and is in the midst of transformation, too. On social media, the Bundeswehr tends to represent itself as a more inclusive, tolerant, and diverse organisation. Nonetheless, the public eyes are watching and valuing the reaction of this highly symbolic organisation when their heteronormative settings are under pressure. Opinions are shared, communities are formed, voices are being raised and simultaneously silenced. Thus, questions emerge, such as how are glimpses of inclusivity regarding gender norms and gender relations (re-)presented on the Bundeswehr’s Facebook account? How does the public engage with the posts? Who is included? Who remains hidden? Therefore, I have developed a case study in which I shall employ a mix of the methods and apply an intersectional lens to analyse glimpses of inclusivity on the Bundeswehr’s Facebook account. I argue glimpses of inclusivity have to be analysed from two perspectives. The Bundeswehr’s perspective needs to be analysed in relation to how they represent glimpses of inclusivity and how they negotiate possible tensions of inclusivity. At the same time, engagements with the posts by users in relation to glimpses of inclusivity and tensions of inclusivity are crucial to analyse, too.