Osborne has taken the "dot communism" fetish to another level

Labour should learn from his error.

This summer at the Edinburgh book festival, Ewan Morrison coined the excellent pejorative "Dot Communism" and I've been borrowing it ever since. Dot Communism pervades public life across all political boundaries. It is the lazy fetishisation of the values of firey start ups everywhere: work tirelessly, grow fast, and democratise resources, insofar as democratisation involves everyone owning everything at once, whether it be information or hard cash.George Osborne yesterday took this fetishisation to a new extreme, and Labour should be learning from his error.

Proposing a new scheme in which employees swap certain significant employment rights for a stake in the organisation which employs them, Osborne seeks to create a new kind of worker - the "employee-owner". In a sense it's safe Tory ground in that he's relying on personal responsibility rather than protectionism to ensure both productivity and fair play. However, the scheme also relies on- indeed champions - the thrusting owner mentality which will thrive on personal risk provided there's the promise of fat, fast returns.

Labour should be paying attention to two kinds of response. Unions have reacted with outrage, with Paul Kenny of the GMB stating unequivocally his belief that "slashing people's employment rights... won't create jobs and it won't create growth". This was perhaps predictable. Osborne gleefully played up his scheme's lefty-bating angle, introducing the policy with the gloriously sarky statement "workers of the world unite". Still, the horror of the left at this extreme application of the dot communist manifesto should be a stark warning to any overly soundbite-friendly policy wonks at Labour HQ.

More importantly, John Cridland, director general of the Confederation of British Industry, was quoted in the Guardian with a distinctly lukewarm response. The scheme might be 'attractive' to workers in 'some of Britain's cutting-edge entrepreneurial companies', but he thinks 'this is a niche idea and not relevant to all businesses'. In other words, flashy get rich quick schemes might well appeal to a few media-friendly industries whose workers are characterised by boldness and zeal, but the majority of organisations rely on the bulk of their workforce feeling secure in their jobs, drawing their salary, and proceding perfectly happily without a major stake in the future of the company.

All Labour needs to do now is to realise that this is exactly what they've already said. Shadow secretary of state for business Chuka Umunna's speech at the party conference- as recorded on Labour's website- now looks rather prescient in calling for "an economy that rewards those that work hard and create sustainable value- not those just out to make a quick buck". There's an opportunity for Labour to turn this line into more than banker-bashing. They can be the party of sensible entrepreneurship and sustainable growth, the thriving local furniture business to the Tories' coke-fuelled Old Street digital bullshit dispensary.

As Ed Miliband starts putting some flesh on to the bones of his "one nation", he should be reading the papers today and remembering that, in business, mutual responsibility, shared vision and employee development are about much more than the promise of quick cash. Indeed, he's already said as much- so he'd better make sure the nation realises it.

Josh Lowe is a freelance journalist and writer. He tweets at @jeyylowe.

The silicon roundabout in Old Street. Photograph: Getty Images.

Josh Lowe is a freelance journalist and communications consultant. Follow him on Twitter @jeyylowe.

John Moore
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The man who created the fake Tube sign explains why he did it

"We need to consider the fact that fake news isn't always fake news at the source," says John Moore.

"I wrote that at 8 o'clock on the evening and before midday the next day it had been read out in the Houses of Parliament."

John Moore, a 44-year-old doctor from Windsor, is describing the whirlwind process by which his social media response to Wednesday's Westminster attack became national news.

Moore used a Tube-sign generator on the evening after the attack to create a sign on a TfL Service Announcement board that read: "All terrorists are politely reminded that THIS IS LONDON and whatever you do to us we will drink tea and jolly well carry on thank you." Within three hours, it had just fifty shares. By the morning, it had accumulated 200. Yet by the afternoon, over 30,000 people had shared Moore's post, which was then read aloud on BBC Radio 4 and called a "wonderful tribute" by prime minister Theresa May, who at the time believed it was a genuine Underground sign. 

"I think you have to be very mindful of how powerful the internet is," says Moore, whose viral post was quickly debunked by social media users and then national newspapers such as the Guardian and the Sun. On Thursday, the online world split into two camps: those spreading the word that the sign was "fake news" and urging people not to share it, and those who said that it didn't matter that it was fake - the sentiment was what was important. 

Moore agrees with the latter camp. "I never claimed it was a real tube sign, I never claimed that at all," he says. "In my opinion the only fake news about that sign is that it has been reported as fake news. It was literally just how I was feeling at the time."

Moore was motivated to create and post the sign when he was struck by the "very British response" to the Westminster attack. "There was no sort of knee-jerk Islamaphobia, there was no dramatisation, it was all pretty much, I thought, very calm reporting," he says. "So my initial thought at the time was just a bit of pride in how London had reacted really." Though he saw other, real Tube signs online, he wanted to create his own in order to create a tribute that specifically epitomised the "very London" response. 

Yet though Moore insists he never claimed the sign was real, his caption on the image - which now has 100,800 shares - is arguably misleading. "Quintessentially British..." Moore wrote on his Facebook post, and agrees now that this was ambiguous. "It was meant to relate to the reaction that I saw in London in that day which I just thought was very calm and measured. What the sign was trying to do was capture the spirit I'd seen, so that's what I was actually talking about."

Not only did Moore not mean to mislead, he is actually shocked that anyone thought the sign was real. 

"I'm reasonably digitally savvy and I was extremely shocked that anyone thought it was real," he says, explaining that he thought everyone would be able to spot a fake after a "You ain't no muslim bruv" sign went viral after the Leytonstone Tube attack in 2015. "I thought this is an internet meme that people know isn't true and it's fine to do because this is a digital thing in a digital world."

Yet despite his intentions, Moore's sign has become the centre of debate about whether "nice" fake news is as problematic as that which was notoriously spread during the 2016 United States Presidential elections. Though Moore can understand this perspective, he ultimately feels as though the sentiment behind the sign makes it acceptable. 

"I use the word fake in inverted commas because I think fake implies the intention to deceive and there wasn't [any]... I think if the sentiment is ok then I think it is ok. I think if you were trying to be divisive and you were trying to stir up controversy or influence people's behaviour then perhaps I wouldn't have chosen that forum but I think when you're only expressing your own emotion, I think it's ok.

"The fact that it became so-called fake news was down to other people's interpretation and not down to the actual intention... So in many interesting ways you can see that fake news doesn't even have to originate from the source of the news."

Though Moore was initially "extremely shocked" at the reponse to his post, he says that on reflection he is "pretty proud". 

"I'm glad that other people, even the powers that be, found it an appropriate phrase to use," he says. "I also think social media is often denigrated as a source of evil and bad things in the world, but on occasion I think it can be used for very positive things. I think the vast majority of people who shared my post and liked my post have actually found the phrase and the sentiment useful to them, so I think we have to give social media a fair judgement at times and respect the fact it can be a source for good."

Amelia Tait is a technology and digital culture writer at the New Statesman.