Kazakhstan military uses sexist recruitment strategy

SUMMARY: The Kazakhstan Ministry of Defence has created a “Miss Army” photo competition in a bid to recruit more soldiers to the forces. The Ministry posted photos online of 123 of its ‘prettiest female soldiers’ in three different poses – in uniform, with weapons and in civilian clothing. The strategy is predicated on the sexist and hetero-normative assumption that young men will join the forces if they are attracted to the ‘pretty’ female soldiers.

SOURCE: Simon Tomlinson, April 10 2015, ‘Borat’s call of Beauty?’ The Dailymail, http://www.dailymail.co.uk/news/article-3033505/Kazakhstan-military-unveils-123-prettiest-soldiers-bid-attract-recruits.html

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