Periods, Pregnancy, and Peeing: Leaky Feminine Bodies in Swedish Military Marketing

Abstract

The notion of "leaky"female bodies has long rationalized the exclusion of women from military service. Yet, in an attempt to bolster enlistments by appealing to women, the Swedish Armed Forces (SAF) embarked on a marketing strategy that aims to break with gender stereotypes in order to fill its ranks. Most notably, in a 2018 recruitment campaign, an SAF billboard posed the question "Can I have my period in the field?"This article probes how the leaky female body is mobilized in SAF marketing campaigns and outreach activities. While remarkable for their commitment to gender parity, we aver that there is more going on in these campaigns that seemingly render women's bodies normal and unproblematic as military bodies than a move toward gender equality. The representations of female soldiering bodies that emerge reproduce a familiar form of militarism that promotes the necessity of a battle-ready military corps that is predictable, and poised for warring. Moreover, these explicitly feminist SAF campaigns also beckon with the possibility of becoming that transcends the bodily limitations of sex/gender in civilian as well as military life, in war as well as in peace-to become perhaps something/someone/somewhere else that only military service can offer.