Businesses seek profit and sportsmen chase victory, but there’s still hope for morality

Ed Smith's "Left Field" column.

There are times when a columnist, conditioned to take a firm line, feels pressure to pronounce about a controversy – but what if he knows that logic and evidence can be marshalled to make an equally strong case for both standpoints, even though they are perfectly opposed? The temptation is to pick a side and be done with it. Yet if two opposing views support such convincing defences, the hinge of the argument must be in the wrong place. Instead of summoning rhetorical conviction, perhaps we should try to redraw the debate along more helpful dividing lines.

That is how I’ve felt watching the rows about fair play that have flared up throughout the Ashes. The most controversial was Stuart Broad’s decision not to “walk” when he edged the ball to first slip during the thrilling first Test match at Trent Bridge.

Two clear-cut columns write themselves all too easily. First, the disgusted moral one: “Sometimes a batsman is unsure if he hit the ball and may rightfully stand his ground. This was not one of those moments. Cheating is a strong word but when a batsman is 100 per cent sure that he hit the ball and still doesn’t walk, it is hard to pretend that ‘gamesmanship’ is the accurate term.” So thunder the moralists.

It is just as easy to defend Broad by arguing that he did what everyone does, only better: “Modern batsmen do not walk. They let the umpire decide. So a batsman who doesn’t walk for a thick edge is no more ‘in the wrong’ than a batsman who doesn’t walk for a slight deflection. Broad should be congratulated for his professionalism and his poker face.”

The problem is that neither column captures my conflicting emotions. As a batsman who did not always “walk”, I sympathise with Broad. I also know that watching him get away with such an obvious edge felt wrong. It looked silly and demeaned the day.

How did we get into this mess? Ironically, it was once assumed that professionalism would eventually negate the need for moral judgements. Accepting the umpire’s decision would replace the moral imperative of doing the right thing. The advent of new technologies, too, encouraged the delusion that players would never have to think morally in the heat of battle.

However, umpires make mistakes and technology has proved inadequate and unpredictable. We have moved from one grey area, based on a player’s word, to an increasingly precisely calibrated grey area, determined by a Byzantine system of technical apparatus designed to clarify the matter but serving only to confuse it.

If we substitute the words “umpiring” and “technology” with the word “law”, we see how the everyday professional working world has encountered similar problems. Narrowly “legal” behaviour is often shown to be morally wrong. Jimmy Carr’s tax avoidance was entirely legal but rightly caused public indignation. The letter of the law be damned – a rich man should pay a decent amount of tax, even if none of us knows exactly what proportion that should be. The same point applies even more strongly to the tax-avoidance strategies of Starbucks.

We can never reach such an evolved stage of technological or legal precision that the question “Does this feel right?” stops being central to a professional code. Matthew Parris has argued that the pages of small print tacked on to employment contracts paradoxically only encourage dubious behaviour. A long list of prohibited actions merely suggests a further list of (presumably) unprohibited ones. In contrast, the assumption that they shouldn’t “do anything that feels wrong” encourages employees to think for themselves.

When businesses seek profit and professional sportsmen chase competitive advantage, what hope is there for morality? The answer is more likely to reside in culture and conventions than in law and technology.

In her 1994 paper “Bourgeois Virtue”, the American economist Deirdre McCloskey argued that modern society was stuck with outdated conventions. We fall back on old ideals – the honourable aristocrat, the plucky worker – but we lack ethical models for professional or bourgeois virtues.

The history of modern sport fits McCloskey’s model. At first, sport was obsessed with the honourable gentleman who was above the fray. The Corinthians football team declined to score from penalties on the grounds that the opposition’s foul must have been accidental. The second phase of modern sport, the early years of professionalism, emphasised hard work and industry – the plucky worker who kept his head down and stuck to the task. Not for him moral grandstanding and “walking” when he edged it; he had to put food on the table.

Sport is now – uncertainly but distinctly – entering a third phase. It may prove a happy surprise. The relentless determination to win, founded on scientific training and ruthless planning, does not inevitably lead to moral collapse. Today’s snooker players own up when they faintly touch the cue ball, even though it is entirely against their self-interest and rarely visible to the referee. Rugby players in a scrum, driven backwards on to their try line, could halt the disaster by pretending that one of the players was suffering a neck injury. It never happens – faking serious spinal injuries is not part of professional rugby culture. Tennis players are more respectful and courteous than they were 20 years ago.

Cultures are always in flux. An extreme example of questionable behaviour, one that pushes an accepted convention beyond common sense, can tip the culture in a positive direction. Broad’s successful stand may encourage more batsmen to walk.

Professional sportsmen are groping towards McCloskey’s “bourgeois virtues”. But as the third phase crawls forward, spare a thought for the players. If you are confused in the comfort of your armchair, imagine how they feel in the white heat of competitiveness, with the roar of 30,000 people in their ears.

Get more sports news and views over at Fast News Release.

Stuart Broad, whose controversial decision not to "walk" when he edged the ball to first slip has been a point of controversy. Photograph: Getty Images.

Ed Smith is a journalist and author, most recently of Luck. He is a former professional cricketer and played for both Middlesex and England.

This article first appeared in the 12 August 2013 issue of the New Statesman, What if JFK had lived?

John Moore
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The man who created the fake Tube sign explains why he did it

"We need to consider the fact that fake news isn't always fake news at the source," says John Moore.

"I wrote that at 8 o'clock on the evening and before midday the next day it had been read out in the Houses of Parliament."

John Moore, a 44-year-old doctor from Windsor, is describing the whirlwind process by which his social media response to Wednesday's Westminster attack became national news.

Moore used a Tube-sign generator on the evening after the attack to create a sign on a TfL Service Announcement board that read: "All terrorists are politely reminded that THIS IS LONDON and whatever you do to us we will drink tea and jolly well carry on thank you." Within three hours, it had just fifty shares. By the morning, it had accumulated 200. Yet by the afternoon, over 30,000 people had shared Moore's post, which was then read aloud on BBC Radio 4 and called a "wonderful tribute" by prime minister Theresa May, who at the time believed it was a genuine Underground sign. 

"I think you have to be very mindful of how powerful the internet is," says Moore, whose viral post was quickly debunked by social media users and then national newspapers such as the Guardian and the Sun. On Thursday, the online world split into two camps: those spreading the word that the sign was "fake news" and urging people not to share it, and those who said that it didn't matter that it was fake - the sentiment was what was important. 

Moore agrees with the latter camp. "I never claimed it was a real tube sign, I never claimed that at all," he says. "In my opinion the only fake news about that sign is that it has been reported as fake news. It was literally just how I was feeling at the time."

Moore was motivated to create and post the sign when he was struck by the "very British response" to the Westminster attack. "There was no sort of knee-jerk Islamaphobia, there was no dramatisation, it was all pretty much, I thought, very calm reporting," he says. "So my initial thought at the time was just a bit of pride in how London had reacted really." Though he saw other, real Tube signs online, he wanted to create his own in order to create a tribute that specifically epitomised the "very London" response. 

Yet though Moore insists he never claimed the sign was real, his caption on the image - which now has 100,800 shares - is arguably misleading. "Quintessentially British..." Moore wrote on his Facebook post, and agrees now that this was ambiguous. "It was meant to relate to the reaction that I saw in London in that day which I just thought was very calm and measured. What the sign was trying to do was capture the spirit I'd seen, so that's what I was actually talking about."

Not only did Moore not mean to mislead, he is actually shocked that anyone thought the sign was real. 

"I'm reasonably digitally savvy and I was extremely shocked that anyone thought it was real," he says, explaining that he thought everyone would be able to spot a fake after a "You ain't no muslim bruv" sign went viral after the Leytonstone Tube attack in 2015. "I thought this is an internet meme that people know isn't true and it's fine to do because this is a digital thing in a digital world."

Yet despite his intentions, Moore's sign has become the centre of debate about whether "nice" fake news is as problematic as that which was notoriously spread during the 2016 United States Presidential elections. Though Moore can understand this perspective, he ultimately feels as though the sentiment behind the sign makes it acceptable. 

"I use the word fake in inverted commas because I think fake implies the intention to deceive and there wasn't [any]... I think if the sentiment is ok then I think it is ok. I think if you were trying to be divisive and you were trying to stir up controversy or influence people's behaviour then perhaps I wouldn't have chosen that forum but I think when you're only expressing your own emotion, I think it's ok.

"The fact that it became so-called fake news was down to other people's interpretation and not down to the actual intention... So in many interesting ways you can see that fake news doesn't even have to originate from the source of the news."

Though Moore was initially "extremely shocked" at the reponse to his post, he says that on reflection he is "pretty proud". 

"I'm glad that other people, even the powers that be, found it an appropriate phrase to use," he says. "I also think social media is often denigrated as a source of evil and bad things in the world, but on occasion I think it can be used for very positive things. I think the vast majority of people who shared my post and liked my post have actually found the phrase and the sentiment useful to them, so I think we have to give social media a fair judgement at times and respect the fact it can be a source for good."

Amelia Tait is a technology and digital culture writer at the New Statesman.