desire

First there were technical shoes, then sports watchesand now the military backpacks: khaki, resistant, full of patches and straps. Europe dresses usefully, as if preparing for war were just another aesthetic trend. In the gyms, more than in the barracks, a new type of citizenship is trained: bodies ready, gazes focused, backpacks ready for something that we still don’t know if it is a fad or a calling. Those who wear them seem to embody a new European trend: the return of the body as a patriotic symbol. A few weeks ago, the US Secretary of Defense, Pete Hegseth, declared: “It’s tiring to see obese troops.” His comment—as provocative as it was political—coincided with an unexpected finding: Generation Z, the same one that grew up among screens and anxiety, is recovering the cult of the body, the taste for action and, in some cases, a renewed curiosity for the idea of ​​serving or protecting something bigger than oneself. Europe has taken note. Atasila ne aniram? In a chapter of The SimpsonsBart and his friends formed a music group with subliminal lyrics to encourage young people to join the navy. A joke that, with the passage of time, has become another pop prophecy fulfilled. In a Financial Times column have started to unravel the new military movement. European armies have detected an unexpected change: young people who previously fled from conscription now sign up for military or civilian volunteering. In Germany, applications for voluntary military service They have grown 15% in a year; In Finland, the Government has announced his intention to increase to one million reservists in 2031, For its part, Sweden, with its “total defense” system (Totalförsvaret), already integrates 380,000 citizens into radio, transport or dog training associations that support the Army without holding weapons. According to official data from the Swedish governmentdue to the War in Ukraine, registrations skyrocketed: in a few months they received as many volunteers as in a normal year. Meanwhile, in the Baltic countries—Estonia, Latvia and Lithuania—they are also reinforcing their “civil militarism.” The three states prepare plans mass evacuation and citizen response to a possible Russian attack. The maneuvers include everything from logistics volunteers to farmers who learn to drive light armored vehicles. Furthermore, Estonia has created units of cybervolunteers to protect digital infrastructures and Lithuania just launched a program to train 22,000 drone operators. Europe is not raising massive armies: it is cultivating available, disciplined and functional bodies. A low-intensity militarism that mixes gym, volunteering and “healthy patriotism.” But why Gen Z? The simplest answer is because it is shaped by the mirror, but there is much more to it than that. Currently, we live in the era of protein chicof spiked shakes, sculpted bodies and extreme routines. The psychologist Sara Bolo warned that “Many apparently healthy behaviors hide disorders disguised as fitness culture.” But beyond the excesses, the cult of the body has become an ethic: physical self-discipline as a sense of purpose. And behind it there is something else: 36% of European Gen Z exercise regularly and another 50% want to start. However, the most revealing fact is not that, but the void it fills. Sociologist Robert Putnam already diagnosed that “we stopped bowling together.” Today, the gym replaces the social club, the bootcamp the summer camp, the weight routine the collective ritual. In other words, Generation Z isn’t just looking for muscle: it’s looking to belong. In a Europe where 13% of citizens and 20% of young people say they feel alone “most of the time”, according to Eurostatcivil defense appears as a new type of functional community: a gymnasium with anthem and purpose. The body as a political border. This cult of the body, born in gyms and amplified by networks, has also filtered into institutional discourse. What was once individual well-being, today takes on a collective, even patriotic tone. On the other side of the Atlantic, body obsession has acquired ideological overtones. Hegseth himself gathered hundreds of top brass to reprimand them: “No more beards. Let’s trim the hair, shave the beards and go back to standards.” His speech was more focused on appearance than performance, more on the image of the ideal soldier than on his operational capacity. Europe observes with caution, but the impulse is the same: the body once again becomes a metaphor for the nation, a space where the moral and physical health of the State is projected. Trained, vigilant, prepared. Recruit with algorithms. For now, the old continent is strengthening its network of civil associations. But if you look to the United States, you could find a more aggressive recruiting model. The US Army has hired e-girls and influencers like Hailey Lujan, an employee of the psychological operations division (PSYOP), who combines uniforms and beauty filters to attract new recruits. On the other hand, the Pentagon He also tried video games: America’s Armya shooter free launched in 2002 so that players wanted to get ready after playing. It worked for two decades as the first major gamified recruiting tool. For now, the European version of digital recruitment is more sober – campaigns about volunteering and civil protection – but the logic is identical: convince Generation Z that the uniform can also be a lifestyle. Fragility disguised as strength. On the margins of the gym where discipline and self-improvement are preached, a digital manosphere thrives that turns fragility into ideological fuel. On TikTok and YouTube, figures like Andrew Tate or anonymous accounts with a military aesthetic promote a masculinity “based on strength and control.” fitness has become in a gateway to the digital extreme right, where the body symbolizes purity and the enemy is always the weak. Cases like that of the Spanish influencer Llados, who combines coaching physical with discourses about “traditional masculinity”, illustrate that blurred border between personal improvement and emotional manipulation. The risk is not only the militarization of the body, but also its ideological instrumentalization. The gym, a space of redemption, can become soft indoctrination campwhere loneliness and … Read more