2012 in review: The New Statesman on... identity

From the new patriotism to Ed Miliband's Jewish heritage, the best NS writing on identity.

Welcome to the fifth instalment of the New Statesman's 12 Days of Blog-mas. (Yesterday's round up, of our best writing on the media, is here.) 

After a year in which the Olympics revived the debate around patriotism and Britishness, today's theme is identity. Here are a selection of our best pieces - click the headlines to open them in a new window.

The Olympics changed what it means to be a winner

A week after the opening of the Olympics and in the wake of the euphoria that greeted Mo Farah's first victory, the author and former England cricketer Ed Smith asked what the Games told us about modern Britain. Arguing that our vision of "a champion" was no longer defined by Thatcherite notions of "aggressive individualism", Smith held out the possibility that the Olympics could provide a basis for national renewal. 

The Olympics, however, is no longer really a sports tournament. Sport provides the surface and the pretext; the real point is the opportunity to reboot a city, perhaps even a country.

Olympics sceptics once used that fact as a criticism: look how detached the Games have become from sport, they complained. Yet if the Olympics aren’t about sport, the logic follows that Britain must have succeeded at something much more important. Perhaps we can’t yet be sure exactly what that is. But the prospect of finding out is thrilling.

Ed Miliband: the patriotism of a refugee

In a piece for our special issue in May on the British Jewish experience, Ed Miliband reflected on how his Jewish heritage helped shape his political beliefs.

Above all, what I see in so many parts of the Jewish community is a desire to leave the world a better place than you found it. Whatever people’s politics, that is so familiar from the upbringing my parents gave me.

I was not indoctrinated with Marxism. Nor was I brought up with religion. But I was given a sense that the world could be a better, fairer and different place. And we all have a duty in our own way and our own time to seek to make it so. 

Tale of a city: From hell to hipsville

A lifelong east Londoner, Bim Adewunmi explored how Hackeny, the borough that her mother warned her never to go to unaccompanied, became a playground for hipsters. 

There are still the distinctive Caribbean and African accents I remember but there are lots of younger Home Counties ones, too: it’s no coincidence that the Office for National Statistics reported an increase in Hackney’s white population between 2001 and 2007. Hackney is a very young London borough – second only to Newham – and it shows. Come Christmas, the streets empty as the non-natives go back to their parental homes for the break. They leave behind all her old people; and the lifelong Hackneyites come out to play.

"Plastic Brits" - and the Mail's struggle to decide who isn't British

Back in March, after the Daily Mail took to describing some foreign-born British athletes as "plastic Brits", British Future director Sunder Katwala probed the inconsistencies in the paper's approach. His prediction that the crowds at the Olympic stadium would "cheer for every athlete representing Team GB" proved prophetic.

If Team GB is only nine-tenths British-born, that team meeting will look like Britain itself.

Twelve per cent of people in Britain today are foreign-born. Because that percentage is twice as high in London, the Olympic host city, the team of Olympic volunteers will probably have more multinational roots than Team GB. As a newspaper that celebrates patriotism and integration, the Mail could celebrate that 70 per cent of those born abroad feel a strong sense of belonging to Britain, even slightly outscoring those born in this country (66 per cent), as a State of the Nation poll found.

They don't think they are Plastic Brits; instead, they fly their flags with pride.

The NS Profile: Tim Soutphommasane

In May, Ed Miliband transferred responsibility for Labour's policy review to Jon Cruddas, who has since invited a range of international thinkers to address the party on the subject of national identity. One of those was an Australian political philosopher, Tim Soutphommasane, whom I profiled for the NS in August. His call for Labour to develop a "nation-building story" and to "reclaim patriotism" from the right was a key influence on Miliband's "one nation" speech to the Labour conference. 

In Soutphommasane’s view, Ed Miliband could yet succeed where his Australian counterparts failed and develop a convincing “nation-building story”. “The task of rebuilding and reshaping the British economy after the financial crisis and after austerity is something that could be a patriotic project,” he says.

In 1945, Clement Attlee campaigned on the promise of building a “new Jerusalem” in postwar Britain. Nearly 70 years later, a patriotic vow to “rebuild Britain” has the potential once again to sweep Labour to power.

Girls with toy guns and boys with doll's houses - what on earth is the problem?

After Swedish toy chain Top Toy produced a gender-reversed toy catalogue, Glosswitch explored the controversy and fear that the subject provokes. 

I don’t have particularly strict ideas about which toys my children should or shouldn’t play with, although I prefer it if said things are one, cheap and two, not mind-numbingly boring. I buy some things which are deemed to be for boys and some things which aren’t. This shouldn’t be a big deal, yet it is. Giving your children gifts that transgress “accepted” gender boundaries can be surprisingly controversial. Even so, those who object the most tend to be the same people who’ll tell you “but they’re only toys!” the minute you point out how rubbish the gender stereotyping that goes into all the advertising can be.

Ed Smith wrote of Mo Farah in the New Statesman: "When he crossed the line first, blowing a kiss to the crowd, we knew it for certain: London had a triumph on its hands." Photograph: Getty Images.

George Eaton is political editor of the New Statesman.

Photo: ASA
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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA