Reginald D Hunter. Photograph: Getty Images
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Kick the racism out of football, don't kick out the discussion of racism

Reginald D Hunter's set at the Professional Footballers' Association awards dinner, and the response to it, shines a light on one of the great linguistic arm-wrestles of our time.

So this has actually happened. The Professional Footballers' Association, or PFA, booked Reginald D Hunter, the comedian, as the main entertainment for their annual awards dinner; and now, after Hunter has duly delivered a typically forthright show, the PFA want their money back. This, for all kinds of reasons, is not a good look.

The first reason is one of plain and common courtesy. It is rude, if not unpleasant, to hire a performer to adorn your ceremony and then publicly criticise him or her for being too offensive. It is particularly unpleasant when the most cursory inspection of his material would have made him a contentious choice for the event at hand.

The event in question was no ordinary dinner: it was a dinner at the end of two seasons where the issue of racism in football had been discussed at length and yet to unsatisfactory effect. Both Luis Suarez, of Liverpool, and John Terry, of Chelsea, had been censured by the Football Association for their use of racially offensive language. And now, at the end of all this, the PFA booked Hunter to perform: a man who has largely made a career from intelligently exploring the discomfort that exists around racism in contemporary Western society. 

Now, we don't know for sure what Hunter said during his routine. What we do know is that his set was liberally sprinkled with uses of "the N-word", which is to say, the word "nigger". This is a word which gives me extreme disquiet to type, since it conjures images of burning crosses on lawns, men riding the streets in white hoods, and black men hanging from trees. (See, for example, Claude Neal.)   

I hate this word because it reminds me of a prejudice that I wish were long gone. But that’s the whole point of Hunter’s act. He is shining a light where many of us no longer wish to look. Much as we might try to move on from or ignore it, racism is with us still.  Black and Asian police officers, for example, have only recently stated their beliefs that the Metropolitan Police Force is still institutionally racist. As Jimmy Gator comments in the film Magnolia: "We may be through with the past, but the past is not through with us."

I suppose what I am trying to say is that Hunter is not to be primarily faulted for bringing up issues, however uncomfortably, which are the most pressing in our current social discourse. The PFA could have chosen any number of bland, uncontroversial comedians to fill this berth. Hunter was a subversive choice, and having booked him the PFA should have stood by him. Most concerning of all, though, is the suggestion in several quarters that Mr. Hunter's use of the word "nigger" is somehow just as offensive as if a member of a lynch mob had used it. This is a false equivalency, and a dangerous one. 

Hunter uses this word to expose the discrimination that exists in a society that often complacently considers itself post-racial. He uses this word rather as a surgeon might use a scalpel without anaesthetic: it is surely painful, but its deep incision ruthlessly exposes the tumour. On the other hand, a lynch mob uses this word as the accompaniment to, well, a lynching.

“Nigger”, meanwhile, is a word that many black people now use as a term of affection, of solidarity, of sorority or fraternity.  Hence Jay-Z and Kanye's "Niggas in Paris". It is a word that black people are still trying to reclaim from the people who wished to break them with it: it is one of the great lingustic arm-wrestles of our time.

But here’s the thing. I think that the PFA knows this. I think that it made a terrible mistake and is retreating on the basis of anxiety over backlash rather than on the point of principle: a stance which ultimately serves the issue of racism in football no good at all. It seems that rather than kicking racism out of football, the aim is instead to kick the discussion of racism, as Mr. Hunter would propose it, out of football.  And that, all in all, is an appalling shame. 

Musa Okwonga is a Berlin-based poet, journalist and musician.

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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