How Labour can still win

A four-point plan for Labour to build a new coalition of voters

The 2010 election is the first since 1992 when the question "Who will govern?" could be genuinely at stake. The first New Year skirmishes of the long campaign showed the Conservatives surprisingly underprepared, but Labour vulnerable to self-harm.

This Saturday's Fabian New Year conference "Causes to Fight For", with the New Statesman as a media partner, will examine how the left could influence the election-year agenda. Labour is a clear underdog, yet even the current 10-point poll deficit may not translate into a Tory Commons majority. To close the gap, Labour needs to persuade the fragmenting coalitions of voters which brought it three victories that the election result matters.

Can Labour persuade working-class voters that the threat of Tory austerity is sufficent reason to turn out?

And, on the liberal left, will Staggers readers, many of them disillusioned with Labour, feel they have a stake in the outcome? How might Labour seek to re-engage?

Be honest about the record

An honest account of Labour's record on progressive causes would argue that it is substantial but mixed. Labour could not have done a great deal more on international development, but some will never forgive it over Iraq. There was significant progress on pensioner and child poverty, but not in reversing inequality. The minimum wage and more money for schools and the NHS made a difference, but there was an uncritical reliance on finance-led growth.

Ed Miliband has belatedly brought more vigour to a pale green record. Key constitutional reforms -- freedom of information and devolution -- will endure, but a new constitutional settlement was kicked into the long grass. Britain is more socially liberal, with the quiet revolution of civil partnerships, yet arguments about crime, immigration and welfare have often become harsher.

In each of these areas -- excepting civil liberties, the most significant blind spot -- the Conservative leadership has conceded significant territory to Labour's record, rhetorically at least. It is now for Labour to show that its future agenda has substantively more to offer those seeking a fairer, more equal and greener society.

Ensure Labour has a positive message

The focus of Labour's campaign has been on ensuring that the Conservatives face the scrutiny of a would-be government-in-waiting. That the Conservatives are ahead in framing the election year can be seen in how often ministers seem forced to contest Tory narratives -- a debt crisis, the broken society, or the (ludicrous) idea that Labour has declared "class war".

The related charge that Labour has a "core vote" strategy does not stack up: the party was rather more vocal in its condemnation of lack of "fat cat" support for a windfall tax and over "rewards for failure" under Tony Blair in 1997 than it is over banker bonuses now.

The intention is to intimidate Labour into muting its positive argument. This should be framed around the idea that "fairness doesn't happen by chance", and is a question of policy choices not political language, with substantive tests -- in whom we tax and where we spend -- of what a politics of fair chances and fair rewards means as distributional choices get tougher.

Be clearer about spending

But that also depends on Labour opening up the "what not to spend" debate. The Conservative strategy is "safety first and run down the election-year clock". The fledgling centrist Cameronism of 2006-2007 has shrunk to pledging the status quo on the NHS (and development) in exchange for a "doctor's mandate" for austerity and cuts everywhere else. (The opening "Trust Dave" poster is explicit about this offer). Only by being more open about its own future spending plans in the March Budget, however painful, will Labour open up what cutting faster and deeper entails.

Sow the seeds of a new pluralism

Whatever the outcome in 2010, the economic and political crises of the past two years make new thinking necessary on key questions, from a more sustainable "next capitalism" to new ways of doing politics, too.

Both Stuart White on the Staggers and Will Straw on Next Left yesterday made the case for a more pluralist left movement politics.

Restarting these conversations can be difficult. Despite its broad popularity in the mid-1990s, New Labour narrowed into a politics of certainty that repelled those not part of "the project" -- a sharpness reciprocated in critiques from those to its left.

Pluralism needs to be a two-way street. Labour is essential, but probably not sufficient, to future governing projects of the left. Debate is the stuff of politics. One of the first challenges of a new pluralism is whether, where we disagree, we can do so with mutual respect.

Sunder Katwala is general secretary of the Fabian Society. He blogs at Next Left

 

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Sunder Katwala is director of British Future and former general secretary of the Fabian Society.

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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