In Godot We Trust? A rhetorical analysis of Scandinavian appeals to new conscripts with particular emphasis on the notion of sacrifice and the appeal to fear
The question – or rhetorical dilemma, if you like – is on what grounds the defence of a nation (state) should be motivated in a secular area, and what rhetoric which could provide a credible appeal for members of that nation state to join the mission – and become conscripts. The problem is that universal values do not necessarily provide a will to sacrifice. A soldier does not die for the value “love,” but because the soldier loves something and/or someone. This becomes clear as we watch the recruitment videos trying to attract new conscripts: The videos use stories and images to have the audience identify with actual people and places that are worthy of defence – and perhaps even sacrifice. This implies that the audience is invited to trust the nation not as an institution, but the nation as a story. The only limits to this story are the geographical borders of the nation. Other than that, the pursuit for freedom and defence of freedom is not bound to institutions but rather to a combination of ideals of authenticity, radical plurality and individuality on one hand and an exotification of ancient collective, moral virtues on the other hand, that are made attractive with a surprisingly elitist appeal, given the egalitarian context. Conscription to military service is no longer a burden distributed evenly amongst the adult (male) population, but a personal choice for those who want to serve under the banner of authenticity, autonomy and the narrative and visual construction of a nation. A nation that still searches for collective myths and symbols that could form a centre of trust – perhaps even an epic national poem, or even a new origin myth?
Publisert i Trustworthiness: The Rhetorical History of Trust in the Nordics, 2025
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