David Cameron: from foolhardy champion swimmer to panicked doggy-paddler

The prime minister's party conference speech had only regurgitated rhetoric, with no policy, ideas or budget to back it up.

 

Do you remember that funny 1980s film, Weekend at Bernie’s? Two losers trying to pretend that their boss hadn’t really died, so that they may continue to party at his expense? That, for me, was the inescapable image of the Conservative Party conference.

The corpse, in this case, is the government’s neoliberal economic policy, complete with comedy hat and sunglasses. The rigor mortis of contraction and unemployment is making it increasingly difficult for George Osborne to manipulate the arm into nonchalantly waving at a passing Christine Lagarde. She’s not buying it. The party is over.

I was fully prepared to write a piece attacking all the erroneous figures, the misquoted statistics, the circular arguments. But I won’t. Firstly, because it is futile; the depressing truth is that nobody with the intellect to be interested in such writing believes much of what this (or any) government says. Secondly, because, having heard Cameron’s evangelical call to arms, there are more fundamental things to address.

“I'm not here to defend privilege. I'm here to spread it”, says Cameron. The delegates cheer ecstatically. But what is the reality behind the one-liner? Privilege is by definition what one has above what others have. The very core of privilege is inequality. In short, the prime minister of a country in which less than 10 per cent of the population control more that 50 per cent of the wealth, wants more inequality. Of course he does, he is part of that 10 per cent.

Still, we mustn’t resort to the “politics of resentment”, we were told with metronomic regularity this week. We mustn’t think ill of those hard-working people who do well. The implication being that, if you’re not doing well, you’re just not working hard enough. Also, that all those who do well, have worked hard. Like Osborne and Cameron who inherited their wealth.

Cameron saluted “the doers” and “the risk-takers”. The Doers and Risk-takers in the City of London and Wall Street, those arsonists largely responsible for setting the world on fire, salute you back, David. And why shouldn’t they? They are seemingly untouchable by regulation, prosecution – and now, even resentment.

On the other hand, when it comes to resenting the poor, the unemployed, the unionised, the immigrant, the sick, the squatter, the public servant, the European, the young, the old, the intellectual, the Muslim, the demonstrator - resentment is not only allowed. It is encouraged.

In this current climate of unemployment and misery, it has never occurred to me when leaving home for a job, to be anything other than grateful that I have a job. I have never glanced at a neighbour’s drawn blinds and thought “you lucky sod, surviving on sixty quid a week”.

The reason 2.6 million unemployed cannot be shoe-horned into three hundred thousand vacancies is mathematics. Not a lack of aspiration.

That word - aspiration… Repeated again and again. “Conservatives are the party of aspiration.” They are here to help those who aspire. “The young people who dream of their first pay cheque, their first car, their first home – and are ready and willing to work hard to get those things.” More cheers from the hypnotised delegate-flock.

It doesn’t occur to David Cameron how utterly depressing it is for the leader of this country to define “aspiration” as the lust for money, cars and property.

It never occurs to him how hypocritical it is for this to come from someone who knew they would get a car as a present on their eighteenth birthday, always have a comfortable home to live in and a pay cheque guaranteed upon graduation because daddy could pull strings.

It does not occur to him how hilariously at odds this is with his rhetoric on the big society. How it exposes the idiocy of the expectation that once this fictional young person, bred to be selfish and materialistic, has accumulated enough pay cheques, enough cars, enough homes, they will go out and run a soup kitchen for those “less aspirational”.

It never even occurs to him that this mass psychosis, of judging success solely by reference to what each person can grab for themselves, is at the root of the social decay he bemoans; at the root of crime, poverty, environmental damage, the looting last summer, the financial crisis in 2008.

But most frighteningly, it does not appear to occur to him that the position of prime minister involves more than passionately delivered, hollow words.

Last year, he framed his speech with “Britannia didn’t rule the waves with her armbands on”. This year he says “it is time to sink or swim”. An elegant, if unwitting, indication of how his thinking has moved on; from foolhardy champion swimmer to panicked doggy-paddler.

The UK economy is fast becoming a small makeshift raft, cobbled together from antiquated dogma, U-turns and fiascos, adrift in a sea of global uncertainty. Selling off the planks to passing sharks is not a solution. When the water is ankle-deep, crew and passengers look to the captain for action, not regurgitated rhetoric, however deftly delivered.

All he can do is stand there and shout passionately “The Free Market will save us! Enterprise will save us! Aspiration will save us!” Abstract, deified, neoliberal concepts without a smidgeon of policy, detail or budget to back them up.

I recognised his speech for what it was: A drowning man’s gurgling prayer.

 

David Cameron. Photograph: Getty Images

Greek-born, Alex Andreou has a background in law and economics. He runs the Sturdy Beggars Theatre Company and blogs here You can find him on twitter @sturdyalex

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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