The middle-class snobbery about being middle class

A third of the most well-off, high status people in society consider themselves to be working class. Maybe it's time for some new definitions?

On facing pages of a weekend national newspaper, there are reviews of two new books, both analysing the British class system in different fashions.

One, Consumed: How Shopping Fed the Class System argues it's now all about money and how you spend it, while the other, Sorry! The English and Their Manners, touches on the use of English, social codes, and how to read them.

Both deal with a fascination that never seems to die among Britons - an endless discussion of class, what it means and why we might care.

Having lived outside the UK for part of my life, I identify a little with the outsider who observes British ways, and wonders why. Partly because, when I lived in Pittsburgh, Pennsylvania during my high school years, I was always being asked by other teenagers to explain these funny little habits.

Britain was full of mysteries to Pittsburghers, who had an idea it was full of people either wearing bowler hats or kilts; who had no idea there was a country called Wales; and thought British music was oddly challenging; and that all of us were dead posh.

From the outside looking in, the fascination, or even obsession, with class in Britain feels idiosyncratic and oddly backward. Some of those authors who reflected it to the world, such as Wodehouse and Christie, were living abroad at the time; perhaps seeing it through a glass less darkly.

From Christie's snobbery about people with money but no class to Wodehouse's heroes trying to marry chorus girls, we have moved on through Upstairs Downstairs, and Essex Girls, to TOWIE, and still bright-cheeked columnists think it is public-school hilarious to come up with digs about Kate Middleton's mum party firm, and her air hostess past (wave your arms).

But it goes on, and on. In some tightly written newspaper columns, in the hallowed halls of Westminster, and other places where the chosen few have made it, comments float forth on where people were "schooled" and which "college" they went to; about "proper" universities, and the others; and who says "loo" and who doesn't, and who cares?

Yet, in 2013, we do still care. But the markers have changed. In British Future's new State of the Nation 2013 report we find that a third of the most well-off, high status people in society (the ABs) see themselves as working class, rather than middle class.

Middle class, you see, has now become the thing that people are snobby about, so there's no longer any need to lose your regional quirk, and find your inner U. Because being "a bit middle class" is a term edged with irony, and certainly nowhere near a compliment. While in 1950, the majority might have been striving to become the middle class, these days those who have it are throwing it back, and embracing their living-in-a-cardboard-box heritage, having decided it is far more cool to be working class. We all go to the footie now, well except those people who can't afford the whacking great ticket prices. This new-cooler-than-school working class means Westminster bigwigs and big business chaps who talk "football" can be like one of us, even if they live in a more brightly lit world.

Time then for a new definition or two? If we could move on to a place where everyone who works is working class, then that brings a whole lot of us on to the same side. If we are on the same side then we could stop caring why this sentence or that shopping bag makes us just that little better than someone else. And then maybe we could be all in it together.

But history suggests that just wouldn't be British.

Rachael Jolley is editorial director of British Future.

 

Shopping in Waitrose is generally considered to be a very middle-class thing to do. Photograph: Getty Images
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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