On Benefits and Proud: The show where 'deserving taxpayers' stalk 'proud benefit claimants'

Channel Five has plumbed the depths of human decency with its latest scapegoating programme.

Sometimes, when I want to feel better about myself, I switch on the television and judge people.

The BBC and Channel Four have both really helped with this lately, like true public broadcasters should. They’ve given me We All Pay Your Benefits, in which two people known for a show based on a fight to be the grubbiest capitalist encouraged ‘taxpayers’ to stalk ‘benefit claimants’. And who could forget Benefits Britain 49, where we inflicted misery on the sick and elderly for no real reason at all.

Still, not be beaten in tastelessness, Channel Five came in last night with a late entry: On Benefits and Proud. As the title implied, this was a show in which we tracked down people who use benefits to help them live and who weren’t feeling the necessary level of shame about it.

This was obviously televisual gold. There’s just something particularly brilliant about the poor. Ideally uneducated, definitely unemployed, and (if possible) fat and/or northern. It’s so very now, isn’t it? Because people are actually unemployed and working out how to pay the bills. Knowing that added an exciting element of reality to it all as I sat on my sofa and laughed/tweeted angrily/tweeted angrily whilst laughing at what I tweeted. 

Heather Frost, an unemployed 37 year old who has eleven children, was our central target. Sorry, interesting participant. The big news was that Heather has eleven children and the soft local council were helping them not be homeless. This was something I was sure I was meant to be terribly angry about and luckily, we saw that news of the family being re-housed was greeted with public outrage. 

“If it was someone [dealing with this vilification] who suffered from depression they would have jumped off a cliff and killed themselves," Heather said to the camera, as we cut to a statistic on how much single mothers were costing the taxpayer.

Admirably, the producers quickly threw out any attempt at subtlety. Annoying, fat Londoners and Scousers were rolled out, accompanied by plodding music and puns. “Their only hard graft is working the system,” trilled the narrator. “And all those kids!" we snarled in uniform with him, as if working class children were rats.

There were repeated shots of televisions and references to satellite packages, as if this was a Channel Five exclusive. People on benefits in this country are not in fact entertaining themselves with shadow puppets. You saw it here first!

The general idea seemed to be that, despite living in houses with wiring showing, everyone involved was actually bathing in benefit slips. We were shown “just how much cash they’ve got coming in!”, like…um a single mum who receives £115 a week. “It’s time to spend!” yelled the narrator, as we watched people on sickness benefit and JSA go to pay the electricity meter.

Even the producers seemed to get bored of producing banal anti-benefit propaganda at one stage, as we spent five minutes watching Heather not feed her children vegetables.

In case the audience was similarly losing it, we were repeatedly reminded both that Heather was on benefits and had eleven children. ELEVEN. ON BENEFITS. Throughout, it was unclear what the solution to this was supposed to be. Taking away their support and letting the children go hungry, or going back in time and stopping the working class woman procreating, possibly with forced sterilisation? What was clear was that, like the others, she should feel very bad about herself and she was absolutely representative of the average benefit claimant.

This was perhaps the best/worst thing about On Benefits and Proud. Like previous programmes, from the outset it was held up as a piece of analysis that was genuinely going to help us work out once and for all the complexities of social security.

It would be more honest to call them opportunities for scapegoating and give the audience some rotten veg. After all, Heather wasn’t using it to feed her eleven kids. 

Benefits claimants, ripe for the shaming. Image: Getty

Frances Ryan is a journalist and political researcher. She writes regularly for the Guardian, New Statesman, and others on disability, feminism, and most areas of equality you throw at her. She has a doctorate in inequality in education. Her website is here.

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Indie band The 1975 want to “sue the government” over the Electoral Commission’s latest advert

Frontman Matt Healy perhaps isn’t aware that the Electoral Commission is not, in fact, the government (or believes that this is part of a wider conspiracy).

How do you make registering to vote in the EU Referendum cool? It sounds like something  from The Thick of It, but judging by the Electoral Commission’s latest TV ad for their new voting guide, this was a genuine question posed in their meetings this month. The finished product seems inspired by teen Tumblrs with its killer combination of secluded woodlands, vintage laundrettes and bright pink neon lighting.

But indie-pop band The 1975 saw a different inspiration for the advert: the campaign for their latest album, I Like It When You Sleep For You Are So Beautiful Yet So Unaware Of It (Yes, a title perhaps even more cumbersome than “The EU Referendum - You Can’t Miss It (Phase One)”).

Lead singer Matt Healy posted a picture of the guide with the caption “LOOK OUT KIDZ THE GOVERNMENT ARE STEALING OUR THOUGHTS!!” back on 17 May. The release of the TV spot only furthered Healy’s suspicions:

Healy perhaps isn’t aware that the Electoral Commission is not, in fact, the government (or believes that this is part of a wider conspiracy).

The 1975’s manager, Jamie Oborne, was similarly outraged.

Oborne added that he was particularly “disappointed” that the director for the band’s video for their song “Settle Down”, Nadia Marquard Otzen, also directed the Electoral Commission’s ad. But Otzen also directed the Electoral Commission’s visually similar Scottish Referendum campaign video, released back in September 2014: almost a year before The 1975 released the first promotional image for their album on Instagram on 2 June 2015.

Many were quick to point out that the band “didn’t invent neon lights”. The band know this. Their visual identity draws on an array of artists working with neon: Dan Flavin’s florescent lights, James Turrell’s “Raemar pink white”, Nathan Coley’s esoteric, and oddly-placed, Turner-shortlisted work, Bruce Nauman’s aphoristic signs, Chris Bracey’s neon pink colour palette, to just name a few – never mind the thousands of Tumblrs that undoubtedly inspired Healy’s aesthetics (their neon signs were exhibited at a show called Tumblr IRL). I see no reason why Otzen might not be similarly influenced by this artistic tradition.

Of course, The 1975 may be right: they have helped to popularise this particular vibe, moving it out of aesthetic corners of the internet and onto leaflets dropped through every letterbox in the country. But if mainstream organisations weren’t making vaguely cringeworthy attempts to jump on board a particular moment, how would we know it was cool at all?

Anna Leszkiewicz is a pop culture writer at the New Statesman.