Real men use nonlethals: Appeals to masculinity in marketing police weaponry

Jesse Wozniak, Christopher Uggen

Research output: Contribution to journalArticlepeer-review

10 Scopus citations


In recent years, a range of new nonlethal weapons have been introduced for use by police officers, military personnel, and other consumers. This article examines how manufacturers are employing ideals of masculinity as both physical dominance and technical expertise in marketing these weapons to police officials. Based on a case study of a major weapons manufacturer's educational and sales conference, the authors explore how marketing appeals are adapted to suit a hypermasculine police subculture. Connell's theory of masculinities is employed to understand how such a tightly defined subculture absorbs challenges to its core values of hegemonic hypermasculinity and reimagines itself to keep those core values intact.

Original languageEnglish (US)
Pages (from-to)275-293
Number of pages19
JournalFeminist Criminology
Issue number3
StatePublished - Jul 2009


  • Conducted energy device
  • Connell
  • Gender and policing
  • Justice
  • Masculinity
  • Police habitus
  • Policing
  • Stun guns
  • Weapons


Dive into the research topics of 'Real men use nonlethals: Appeals to masculinity in marketing police weaponry'. Together they form a unique fingerprint.

Cite this