A liberal religion

In the third and fourth blogs devoted to the religion of ancient Greece, Nikolaos Markoulakis takes

The whole my life I've been a Greek polytheist, Hellenes, and supporter of the liberal political thought.

Nowadays, it is difficult to conceptualize that a religious faith can be described as liberal in notion.

We understand religion today as a structural organization with sacred books and a professional priesthood.

Liberalism requires a society driven by freedom of thought, there must be limits on power - especially that wielded by governmental and religious institutions.

How can I be both a liberal and a follower of a revived ancient religion? And can we really say that a religion which has derived from such an ancient culture and civilization could be liberal in modern terms? In my view this can be indeed the case when it concerns Greek polytheism.

The modern democracy has a structure which underlines the importance of the individual as part of a greater political organization, the state. Individual rights, as well as responsibilities, make up the political being.

Our contemporary democratic notion incorporates separation of state from religion because otherwise the individual freedoms could easily be suppressed by the most powerful religious group. A secular state is the only solution in a multi-cultural and diverse world to preserve political and individual rights and freedoms. Our free world today, which is liberal in notion derives from a school of thought dating back to the Enlightenment era. It is known that this initial liberal contemplation was ignited by the writings of Ancient Greece.

That world produced such marvellous spiritual works: philosophy and science, political constitution and deliberation, civil law and individualism, art and drama, literature and poetry as we known them today. The ancient Greek nation was tolerant towards new thought and diversity, because it was diverse and liberal at its core, and that core was its religion.

So, Greek thought is in fact a product of the ancient Greek religion. What makes Greek polytheism unique in producing such liberal societal structures? Some would argue that a set of foreign influences draw the minds of Greeks into a high level of contemplation. Indeed, this is partly right, but it is not the whole picture. A society (nation) has to be free of taboos and moral restrictions if it is to be able to easily absorb foreign thought as its own. Greek polytheism had an element so powerful and closely connected with the customs and ethics of men, yet all the while its directives were open to alterations and criticism.

Greek polytheism by its nature generates a variety of religious praxis. This multiplicity was reflected in the communities, the polis (city states), the nation as well as in the minds of men leaving in them. It was a religion for the state, not a religion of the state. The law of men was above the divine. Humility does not appear in Greek Polytheistic worship because the first principle of the Greek religion is the dignity of the individual.

In Greek religion there are no signs of zealotry, because it is part of the natural world, too much a part of the man’s nature. The religion and the gods are accepted as part of Nature’s body and the state’s constitution. Greeks recognized their divinities and religious practises as essential and important, turning to them whenever they felt the need. Greek polytheistic notion was a matter of joy and gladness, leaving no space for absorbed thoughts, empowerment and / or mystic devotion. Liberal thought, therefore, was in fact an element present in Greek polytheistic religiosity.

Nikolaos Markoulakis holds degrees in Social sciences and Social research. He is the director of the Markoulakis Publications, editor-in-chief at the scholarly based, peer-reviewed Journal of Hellenic Religion and the educational periodical Sparta.
Photo: ASA
Show Hide image

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