Farewell from Fair Isle

Malachy Tallack's last blog from Britain's remotest place reflects on a very different way of living


When I began writing these short pieces for the New Statesman a year ago, I was reacting in part to what I felt were misrepresentations and misunderstandings of life in the Northern Isles that were appearing with some regularity in the national media.

The islands, and Fair Isle in particular, were portrayed as somehow old fashioned – relics of an era long since forgotten elsewhere. The people who lived here were too often caricatured as naïve and idealistic, backward-looking, or, worse, as mere museum pieces, existing solely for the entertainment of our visitors.

I wanted to write an alternative story; one that did not treat island life as an eccentric curiosity, or as a polar opposite to the ‘normal life’ that is lived elsewhere. I wanted to write about the realities of living here – the problems as well as the pleasures – and to do this without adding too much of a romantic sheen. I also wanted to ask myself what exactly it is that makes places like Fair Isle different, and specifically what it is about this particular community that visitors and islanders find so refreshing and worthwhile. On this last point I am quite sure that I have not succeeded, but I wanted to offer here a few final thoughts.

There is a common misconception about Fair Isle’s community, which I think is perpetuated by the tendency to consider it as being a cohesive unit, rather than a nebulous group of individuals. Fair Isle is not a community that is sustained by any kind of heady idealism, or by a desire for ‘like-minded’ communal living. It is a community of individuals, often with very different opinions and ideas, who simply choose to consider their neighbours’ interests as well as their own.

We do this, I think, for two reasons, both of which involve a recognition of something that can elsewhere remain hidden. Firstly, there is the recognition that each person has some sort of role, no matter how ill-defined, within the community. Many of us have jobs that are needed for the maintenance of essential services; others may simply offer a different way of looking at things. But each of us relies, quite literally, upon a network of other people, sharing this island with us. While this fact remains true wherever you live, it is often difficult to see.

The second reason is that people here recognise that the community, as a social group, is itself worth sustaining – that there is something here to sustain. Most people feel no need to define that something, just to acknowledge it. It is related, I would suggest, to an entirely natural and instinctive desire to be part of a functioning social group. After all, that is how human beings, as social animals, have evolved. But it is a feeling that is increasingly hard to find in other places today.

The community works so long as most people, most of the time, are able to remember and accept that their own interests are not always consistent with those of their neighbours, and that everyone benefits by acting with this in mind. This seems to me to be an entirely healthy and natural social order, and one that is completely alien to the hierarchical structures of power and wealth that now binds society together throughout most of the West. It is this naturalness that I think visitors notice when they come here, even for a short time; the feeling that, somehow, this is how it is meant to be.

Anyone who travels in the remote parts of Scotland, and particularly in the Western and Northern Isles, will have come across the evidence of abandonment. Old crofts and cottages lie derelict, ruined. Whole villages and islands that once were populated are now entirely empty of people. It can be a depressing sight. This island could very easily have gone the same way. But it did not.

For me, Fair Isle is a place of great hope. People here work hard to maintain something that they truly believe in, something that they cannot find anywhere else. What they find on this island is a real community of individuals, a natural and native order of things, and a satisfaction that springs not so much from a way of life, but a way of living.

Many thanks to Dave Wheeler for all his wonderful photographs.

Malachy Tallack is 26 and lives in Fair Isle. He is a singer-songwriter, journalist, and editor of the magazine Shetland Life.
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