Someone change the classical record please!

The government's approach to teaching culture in schools doesn't work.

The government's latest drive to find a solution for teaching culture in schools has missed a big opportunity. It's nothing against Classic FM boss Darren Henley. He had a remit. It's just that ultimately we all know the record and unfortunately adding another layer into the English Baccalaureate doesn't seem like an ideal result for kids or teachers.

The problem is that while we all know teaching cultural subjects for longer in schools should in theory produce more balanced, cultural and artistic young adults, the reality is somewhat different. Teachers we know struggle with making strict curriculum subjects relevant and it feels as though Henley's report will do nothing more than trigger self-professed maths lover Michael Gove into some sort of halfway house, knee-jerk reaction.

I'm not against teaching drama and dance in schools. I do fear, though, that any formal, Department of Education-driven changes may focus too much on the "higher arts" and alienate kids from culture still further. I am also not suggesting that we teach them just street dance, pop songs and Banksy. The balance will no doubt be set but it is the same old methods, formulaic approach and academic expectancy that concern me.

Teaching culture in schools is not about throwing in extra lessons and giving out certificates. Take music. The trouble with teaching music in schools is that it is difficult to define its benefits beyond the obvious value of learning to play an instrument. Yet music at all levels can boost confidence in kids (and adults) and this in turn can open new doors and breed new opportunities. You only have to watch Gareth Malone in The Choir to see it in action.

There should be more music in schools across other subjects and not necessarily as a stand-alone class. Music, dance, drama and art have the ability to feed into many subjects. They are engaging mediums that can bring alive other topics and while I know some teachers try and do this, many are under pressure, working within the constraints of league tables and the three Rs. It is the culture that is the problem and the unwavering insistence on a strict curriculum that no longer has much relevance with the real world we live in.

Is this a bit of government box-ticking perhaps? Is the government jumping on bandwagons and paying lip service to culture in an attempt to keep the critics happy? Either way I cannot see how this will change anything. Gove says he doesn't want it to end up being elitist but it is difficult to see it will be anything but. The good kids with most parental support will get better and the rest will be disenfranchised, again. What it calls for is radicalism, a re-writing of the system and recognition of relevant subjects and reference points while maintaining educational values. Times have changed. Kids are playing downloads but it feels like the government is still stuck on vinyl.

Martyn Ware, former Heaven 17 and Human League musician and founder of the Illustrious Company, will be speaking at X Media Lab Bath on 16 March.

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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