The popular press and the 1950s moral crusade against British army 'bull(shit)'.

Abstract

Throughout the 1950s, the Daily Mirror led a campaign by the popular press against petty, tyrannical discipline, commonly known as 'bull(shit)', within the British Army. Acting as moral entrepreneurs, tabloid newspapers positioned what they regarded to be the deviant behaviour exhibited by over-zealous non-commissioned officers towards national servicemen as a threat to the normative contours of British society. By doing so, the campaign against 'bull' sought to exploit latent fears about large standing armies in peacetime to pressure the Army to reform and modernize its methods of discipline. The article argues that the campaign against 'bull' was effective in that it elevated military discipline as an issue of public concern during a period in which the British Army was actively seeking to enhance its public image to improve soldier recruitment and retention as it prepared to revert back to being an all-volunteer force after the decision was made in 1957 to terminate National Service. By framing 'bull' as an archaic form of social control that was damaging to both morale and efficiency, the moral crusade compelled the Army to explain and justify its methods of discipline amidst increasing public and parliamentary concern.