Representations of servicewomen by the Ukrainian media during the Russo-Ukrainian war
The study aims to propose a typology of servicewomen’s images promoted by the Ukrainian media during the Russo-Ukrainian war. Qualitative content analysis was used as a research method. The study was based on 50 articles about women in the Armed Forces of Ukraine published between November 2020 and May 2023. The timeframe was chosen given the event that marked the strengthening of the Ukrainian government’s course to the further development and promotion of gender equality in the Armed Forces of Ukraine, namely the ratification of the National Action Plan for Resolution 1325 – “Women, Peace and Security” for the period up to 2025. The articles were selected based on several keywords: women, the Armed Forces of Ukraine, women in the military, and gender equality. The Russo-Ukrainian war has given rise to the promotion of various images of female soldiers in the media. The media offers its audience two types of servicewomen images: 1) a conservative image based on the stereotypical perceptions of women; 2) a counter-stereotypical image that rejects clichés and destroys gender stereotypes. The conservative typification of images of servicewomen, as a demonstration of society’s concern about women performing combat missions that contradict traditional ideas of masculinity and femininity, not only reinforces the idea of traditional stereotypical roles of women but also challenges the prospects of participation of women in combat. The multifaceted gender stereotypical images – “Beauty in uniform”, “Model for a glossy magazine”, “First of all a Woman”, “Beloved Woman”, and “Mother” – are permeated by benevolent sexism against women, which has three components: paternalism, gender differentiation, and heterosexual intimacy. The image “Person with special domestic needs” focuses on physiological processes related to the female reproductive system. This content of the image conveys the assumption that women can face an uncomfortable situation when it is challenging to perform the necessary hygienic measures, and this can hinder them from being in the war zone. The counter-stereotypical typification manifested in the “Professional Soldier” and “Rebel” images contribute to overcoming stereotypical perceptions and shaping a society where women have equal rights and opportunities to realize these rights. Creating the “Professional Soldier” image, the media assume that the main prerequisite for a professional warrior is not gender but professional competencies. The “Rebel” image of a servicewoman represents a new generation of women who openly declare their right to be whatever they want and join the military to eliminate the “weaker sex” stereotype. The emphasis on masculinity in the “Rebel” image indicates that, despite the increase in women, the media still perceives the army as a masculine organization. Both conservative-stereotypical and counter-stereotypical images, such as “Sexual Object” and “Lesbian”, can be created for purely commercial interests or as a marketing ploy to attract the audience.
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