New Year in disguise

Strange guizers see in 2008 on Fair Isle

As I write this, Fair Isle has been cut off from mainland Shetland for about ten days: no boats, no planes. In part this has been due to a festive break for the ferry and flight staff, but the weather has also done its bit, serving up a severe easterly gale that lasted several days, and which made off with my neighbours’ poly-tunnel, among other thing.

I was lucky. Having spent Christmas with my brother out in Shetland, I got home without any delays on the last flight to reach the island, on December 28th. Others are less fortunate though, and several people are stuck here this weekend, waiting patiently for a chance to get away, back home, back to work, and back to normality.

Unlike the last few days, the evening of the 31st December itself was beautiful – flat calm and cloudless skies; perfect weather for a Fair Isle New Year.

Throughout most of Shetland, New Year’s Eve (or, in some areas, Christmas Eve) has traditionally been a time for guizing, though Fair Isle is now one of the few places that still keeps up the custom. Essentially, guizing means dressing up in fancy dress or a disguise of some sort, or, in the most northerly isles of Shetland, a skekler’s suit, made entirely of straw. Guizers will go out during the evening, usually in ‘squads’, and visit their neighbours, performing a humorous sketch or act for them. The hosts must then try to guess who each guizer is, before offering them a drink, some food, and their best wishes for the New Year. Then it’s off to the next house.

The sketches usually revolve around some story from the past year, an island event, or local politics. The trick is to perform the act well while managing to keep your identity hidden. This year, three squads of adults were out guizing, plus a group of teenagers and one of younger children. We each had ten houses to visit during the night, so an early start was essential.

My own squad’s act was based around the extraordinary hat-making skills of Tommy Hyndman, our American neighbour, complete with a Harry Potter-style ‘sorting hat’ to help find new homes for islanders. I was Tommy, dressed in a set of his own clothes, which were surreptitiously smuggled out of his house earlier in the day by his wife. Despite what I thought was a reasonably convincing American accent (and a somewhat less convincing mask) I was guessed correctly in most houses. Tommy himself had the pleasure of watching my impersonation of him in our final house of the evening. He took it very well, and didn’t seem even slightly concerned as to how I had managed to obtain his clothes for the part.

Once guizing is finished, most people return to their own homes to see in the New Year with their family. Then, after midnight, one household will host a party, which everyone who hasn’t yet retired to bed will attend.

Christmas and New Year are a good time here in Fair Isle. It is perhaps the only time of the year when everybody can relax and take a break from work. People eat together and socialise most evenings with neighbours, friends and family. It is a time when the dark, the cold and the terrible weather seem much less important than the warmth and the light inside each house. It is easy to remember what these midwinter celebrations are really all about, and why they have always been so important.

Photos by Dave Wheeler

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