Darayya: Fear translated

There is a perverse logic behind the Syrian regime’s measures.

With the massacre of 400 people in Darayya strange emotions are coursing through Syria. Some are shocked by its sheer callousness, others are cursing the FSA, whilst in the provinces they shout ‘God is most Great! Death to Assad!’ What is becoming increasingly clear is that these massacres are not just the actions of a desperate government trying to hold things together. There is a perverse logic behind the regime’s measures.

The systematic isolation of the town located not too far from Damascus, the house to house searches, the clinical executions followed by Duniya TV, owned by Bashar Assad’s cousin, suggest that this was far from random. Darayya occurred because it is known as the cradle of the Syrian revolution. Houla occurred because it sat on the fault line of the Sunni-Alawite divide.  There is method in the madness.

Some, like the dissident scholar Muhammed Yaqoubi in a recent Royal United Services Institute lecture, suggested that these massacres are designed to set up an Alawite mini-state in Lattakia.  After all, Lattakia has a good infrastructure with two ports and an international airport.  With the right support from the Russians, Chinese and Iranians it could be a nice counter against Western hegemony in the region.

However, Darayya is beyond geo-politics. Darayya is the translation of the deep seated fears of a community that has much more to lose than simply power. The town represents everything that the regime and indeed some of the Alawite community fears; Sunni ascendancy would mean a return to its historic servitude.  Darayya stems from the same emotion that made them ban books of a thirteenth century scholar who advocated their destruction. Darayya comes from the same fear expressed by Bashar Assad’s grandfather in 1936 to the French premier Léon Blum: that if the Sunnis gain ascendancy the Alawites would be driven into the sea.

The regime fears that it will be paid back in kind for its actions in the past.  It’s aware that its actions in Hama, Aleppo and other towns in the 80s, its disappearances and tortures have bred a generation that thirst for pay back.  Especially in the provinces where the the culture of revenge or intiqam still plays a role. So it responds like a cornered animal fighting for its very existence. Darayya is not the action of an out of control mercenary shabiha but that of a regime that has planned for these eventualities. It takes advantage of the divided International community confident that it can out gun the FSA in the long run. It knows that civilians do not have the stomach for a long and bloody conflict and behaves like the Algerian military junta in the 90s, inflicting terror without compunction and creating a psychology of fear in the populace.  It aims, as the Syrian joke goes, to crush the uprising so that even Viagra can’t get a rise out of Aleppo or Damascus ever again.  Houla and Darayya is a part of that plan.  Make no mistake it is working; friends tell me they send their children to school with tags attached in case the worst happens.

Of course in times such as these, intervention is on the agenda yet again. Truth is, intervention would play into the hands of the regime. The Syrian government has had plenty of time to propagate the idea that there is a foreign plot to destroy the nation.  Foreign intervention would only confirm this belief. Stephen Starr’s ‘Eyewitness to the Revolution’ suggests many Syrians would resent foreign military intervention.  A recent Youtube post by the well known dissident scholar Osama Rifa'i is telling. Following Darayya he commemorated the dead and urged steadfastness, but throughout the twelve minute speech not once did he call on the international community to intervene.  

However revolting the idea might sound in the light of Darayya, the sectarian fear that drive young Alawite men to commit atrocities must be addressed.  Deep down these perpetrators believe the same thing will happen to them if the Sunnis come to power. That fear must be addressed.

The solution though cannot be a military one but rather a political one. In other words, a space must be created for dialogue. This means opening up channels with the Alawite leadership who sided with Rifa’t Assad during the rift with his brother Hafiz Assad.  Dialogue must be opened up with what Dr. Shmuel Bar calls the “young guard” - those who have taken a more consultative approach than their fathers.  The Sunni community leaders must also reach out to the Alawite sheikhs - once so influential in their local communities - to alleviate community fears.  Dialogue with organizations with close links to the regime must be opened up. This must be followed up by the Sunni lead opposition toning down the incendiary rhetoric targeting Alawites. There has to be guarantees of the Alawite community’s safety, complimented with an inclusive vision of a Post-Assad Syria open to all.

On the international level, the war of words against Iran (the regime’s closest backer) must calm down to allow for a space where the conflict can be discussed.  Threats of armed intervention are unhelpful. Diplomacy and tact is what is needed, not gung-ho politics. We are, after all, dealing with a situation that can change the world as we know it.  Therefore, diplomatic efforts must be exhausted with appropriate exit strategies to allow the regime to go quietly or at least split their power base.  If this is not done then not only will there be more Darayyas, but a conflict that can spill over and destabilize the whole region.

An image from a video released by the Syrian news, showing the funneral of children killed during the massacre in Darayya (Photo: Shaam News Network)

Tam Hussein is an award winning writer and journalist specialising in the Middle East. He spent several years in the Middle East and North Africa working as a translator and consultant. Tam also writes for the Huffington Post.

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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