Embodying Military Muscles and a Remasculinized West : Influencer Marketing, Fantasy and “the Face of NATO”
In 2018, NATO carried out Trident Juncture, its largest military exercise since the Cold War. The event was promoted on social media featuring Lasse Matberg as “the face of NATO”. Matberg is an Instagram influencer, model and lieutenant in the Royal Norwegian Navy, with an impressive physique and Viking looks. He frequently appears on NATOs social media accounts and lends his own platform to share
