Jolie: Christophe Licoppe/Photonews via Getty

In January 2018, Nato secretary-general Jens Stoltenberg held an unprecedented press conference with Angelina Jolie. While InStyle reported that Jolie âwas dressed in a black off-the-shoulder sheath dress, a matching capelet and classic pumps (also black)”, there was a deeper purpose to this meeting: sexual violence in war. The pair had just co-authored a piece for the Guardian entitled âWhy NATO must defend womenâs rightsâ. The timing was significant. At the height of the #MeToo movement, the most powerful military alliance in the world had become a feminist ally. âEnding gender-based violence is a vital issue of peace and security as well as of social justice,â they wrote. âNATO can be a leader in this effort.”
This was a new and progressive face for Nato, the same one it has since used to seduce much of the European Left. Previously, in the Nordic countries, Atlanticists have had to sell war and militarism to largely pacifist publics. This was achieved in part by presenting Nato not as a rapacious, pro-war military alliance, but as an enlightened, âprogressiveâ peace alliance. As Timothy Garton Ash effused in the Guardian in 2002, âNATO has become a European peace movementâ where one could watch âJohn Lennon meet George Bushâ. Today, by contrast, following Russiaâs full-scale invasion of Ukraine, Sweden and Finland abandoned their long-standing traditions of neutrality and opted for membership. Nato is portrayed as a military alliance â and Ukraine a war â that even former pacifists can get behind. All its proponents seem to be singing is âGive War a Chanceâ.
The Jolie campaign marked a dramatic turn in what Katharine A.M. Wright and Annika Bergman Rosamond call âNatoâs strategic narrativeâ in several ways. First, the alliance embraced celebrity star power for the first time, imbuing its unremarkable brand with elite glamour and beauty. Jolieâs star power meant that the alluring images of the event reached apolitical audiences with little knowledge of Nato. Second, the partnership seemed to usher in an era in which womenâs rights, gendered violence and feminism would assume a more prominent role in Nato rhetoric. Since then, and especially in the past 12 months, telegenic female leaders such as the Finnish Prime Minister, Sanna Marin, German Foreign Minister, Annalena Baerbock, and Estonian Prime Minister, Kaja Kallas, have increasingly served as the spokespersons of enlightened militarism in Europe. The alliance has also intensified its engagement with popular culture, new technologies, and youth influencers.
Of course, Nato has always been PR-conscious, and has long engaged culture, entertainment, and the arts. Who could forget the 1999 album Distant Early Warning from electronic duo Icebreaker International, recorded with funding from the defunct âNATOartsâ and inspired by the radar stations along Alaska and Canadaâs northern periphery built to alert Nato of an incoming Soviet nuclear strike? Or the 2007 feature film HQ, produced by Natoâs public diplomacy division, which depicts life inside the alliance and a mock diplomatic response to a crisis in the fictional state of Seismania? Just about everyone it turns out. But what makes Natoâs more recent strategic turn so effective is that it has successfully echoed candidate countriesâ progressive local traditions and identities.
No political party in Europe better exemplifies the shift from militant pacifism to ardent pro-war Atlanticism than the German Greens. Most of the original Greens had been radicals during the student protests of 1968; many had demonstrated against American wars. The early Greens advocated for West Germanyâs withdrawal from Nato. But as the founding members entered middle age, fissures began to appear in the party that would one day tear it apart. Two camps began to coalesce: the âRealosâ were the moderate Greens, politically pragmatists. The âFundisâ were the radical, uncompromising camp; they wanted the party to remain faithful to its fundamental values no matter what.
Predictably, the Fundis believed that European peace would be best served by West Germanyâs withdrawal from the alliance and tended to favour military neutrality. Meanwhile, the Realos believed that West Germany needed Nato. They even argued that withdrawal would return matters of security to the German nation-state and risk rekindling militaristic nationalism. Their Nato was a post-national, cosmopolitan alliance, speaking numerous languages and flying a multitude of flags, protecting Europe from Germanyâs most destructive impulses. But Nato membership at the end of history was one thing. Germany going to war again â the most forbidden of taboos after World War II â was something else entirely.
Kosovo changed everything. In 1999 â the 50th anniversary of Nato’s founding â the alliance began what academic Merje Kuus has called a âdiscursive metamorphosisâ. From the mere defensive alliance it was during the Cold War, it was becoming an active military compact concerned with spreading and defending values such as human rights, democracy, peace, and freedom well beyond the borders of its member states. The 78-day Nato bombing of what remained of Yugoslavia, ostensibly to halt war crimes committed by Serbian security forces in Kosovo, would forever transform the German Greens.
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