Russian Military Recruitment Drive Appeals to Masculinity and Financial Incentives
The Russian government has launched a new recruitment campaign to replace the tens of thousands of soldiers who have been killed or injured in the war in Ukraine. Instead of relying on an unpopular draft, the campaign appeals to masculinity and financial incentives in its recruitment messages. The New York Times has been tracking the campaign, and it has observed that the government emphasizes the dangers posed by the West, but the main focus is on appealing to men’s sense of masculinity and the attractive benefits offered to military servicemen.
The recruitment drive began in April, with the Defense Ministry publishing a flashy video ad highlighting two key motivations: masculinity and money. The ad presents military service as more meaningful and manly than the average Russian man’s mundane life. It ends with a reminder of above-average pay, starting at 204,000 rubles (about $2,000) per month. These themes are reinforced in video ads produced by the Defense Ministry and news broadcasts on state-controlled TV channels, which highlight the ease of joining the military and the relief from bureaucratic issues that military service can provide.
State television newscasts have been presenting a sanitized view of the war in Ukraine since its inception, rarely mentioning the death and injury of Russians. The war itself is referred to as a special military operation, or simply by its Russian initials. However, there are signs that the costs of the war have become too widespread to ignore in some regions. A recent local news segment featured an interview with a wounded Ukraine war veteran who spoke positively about the benefits and support he received as a contract serviceman.
The recruitment campaign has had some success, allowing the Kremlin to continue the invasion without implementing a second draft after mobilizing 300,000 civilians last year. However, analysts believe that the official recruitment figures, which claim 1,400 people signing up per day, may be overstated. They suggest that a second draft may still be necessary, especially as new laws passed this summer make it more difficult for Russians to avoid conscription if another draft is declared.
One of the prime incentives for recruitment is financial. The Russian government has used its vast wealth to motivate men to join the military and provide compensation to the families of soldiers who have been killed in action. The advertised minimum monthly pay of about $2,000 is nearly triple the nationwide average income, and the families of fallen soldiers receive a payment of $50,000, which is considered enough to buy a decent home in many regions. State TV ads highlight these material benefits, along with other perks like tax exemptions and vouchers for health resorts, to entice potential recruits.
The appeal to masculinity is a dominant theme in the recruitment drive, capitalizing on the deeply ingrained expectations of duty and service for Russian males. State TV news segments depict being a soldier as the manliest job and emphasize that military service allows individuals to fulfill their childhood dreams and wishes. Testimonials from fresh recruits and their families further reinforce the idea that serving in the military is a patriotic duty that receives support from loved ones.
While state television tends to downplay the realities of the war, occasionally glimpses of the suffering experienced by military families emerge. Some news reports acknowledge the hardships faced by soldiers’ families but also emphasize the government’s commitment to taking care of them. For instance, news segments highlight new support centers for soldiers’ families and interview relatives who express their pride in their loved ones’ service despite the challenges they face.
The recruitment campaign has enabled Russia to maintain its invasion in Ukraine without resorting to a second draft. However, analysts suggest that the Kremlin may still face manpower difficulties as soldiers are not being regularly replaced or rotated on the front lines. It remains to be seen whether Russia will eventually decide to implement a second draft, as it did last fall. The combination of appealing to masculinity and offering lucrative financial incentives has proven effective in attracting recruits, but the true extent of the campaign’s success remains unclear.
In conclusion, the Russian government’s recruitment campaign for the war in Ukraine primarily focuses on appealing to masculinity and highlighting financial incentives. The campaign downplays the dangers of the war and emphasizes the ease of joining the military. While the recruitment efforts have yielded some results, analysts question the accuracy of the official figures and speculate that a second draft may still be necessary. The combination of presenting military service as a patriotic duty and offering attractive benefits appears to be an effective strategy in attracting recruits.
