Daniel Hornuff examines the visual language of the German Armed Forces

A plea against the Bundeswehr’s media campaign.

How do images of the military shape our understanding of security, defence and social responsibility? Professor Daniel Hornuff explores these questions in his latest book. He takes a cultural studies approach to the debate on defence and security, which has hitherto been dominated primarily by military personnel and conflict researchers. 

Hornuff demonstrates the media and aesthetic consequences of the demand for German military capability. He emphasises that anyone examining military imagery must ask fundamental questions: What do we mean by security policy? Which notions of defence and military readiness shape the discourse? And what role do the interests of young people play? The author takes a clear political stance and explains why military advertising is incompatible with democratic principles. 

The book was published in May 2026 by transcript Verlag and will be presented on 18 May 2026 at 6.00 pm in the lecture hall of the Kunsthochschule Kassel. Interested parties are warmly welcome. 

Prof. Hornuff teaches the theory and practice of design at the Kunsthochschule Kassel. In an interview with the HNA (11 May 2026), Hornuff defended his position and explained why military advertising is incompatible with democratic principles.

Link:
Daniel Hornuff: Krieg als Lifestyle? Ein Plädoyer gegen die Medienoffensive der Bundeswehr, May 2026, transcript Verlag.

A plea against the Bundeswehr’s media campaign.
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