The Conservatives want to keep Labour hemmed into its past – and so do the unions

While the Labour leader takes time to ponder the future, his party is drifting into a style of politics that looks in urgent need of consignment to the past.

New Labour’s triumph over the Conservatives at the end of the 20th century was mostly cultural. That isn’t a belittlement. Culture trumps politics when it comes to social change. Politics intervenes; culture pervades.

During the long economic boom, Conservatives were culturally marginalised. To be a Tory was to be a curmudgeon at the carnival, fingers in ears, moaning about the racket. Since 2010, the Tories have turned that around, depicting Labour as revellers who didn’t notice when the music stopped. This is usually presented as an economic argument but that understates its potency. The need for austerity – harking back to postwar privations – is a cultural assertion.

The Tories never threw off their “nasty party” image but they have made a virtue of meanness. Having the will to inflict pain is now accepted as a test of readiness to govern. New Labour’s age of ebullience has been rewritten as a dark time of uncontrolled debt, immigration and welfare.

Yet Tory and Lib Dem strategists report that Labour’s brand is oddly resilient. Ed Miliband’s personal image is weak and much of the blame for economic misery clings to his party but enough voters retain a sense that the left’s heart is in the right place. George Osborne is encouraged by the public’s surrender to austerity but that isn’t a reliable advantage for the Tories if their motives are suspect. In an election defined by the need to ration public money, one question asked of each party will be: “Whose side are you on?” Many people will look at David Cameron and supply the answer: “His rich chums.”

The equivalent label that Cameron wants to pin on Miliband is “militant trade unions”. The Prime Minister overestimates public fear of organised labour. Strikes aren’t always popular but it takes some immersion in Conservative demonology from the 1970s to see the unions as enemies of society.

Still, senior Labour figures are less relaxed about the union connection than they were even a year ago. Cameron’s attacks on that front used to be dismissed as wild misfiring, a red-faced toff hectoring nurses, teachers and dinner ladies. That certainty has dissolved in anxiety about Unite, the largest union formally affiliated to Labour and the source of roughly a quarter of the party’s funding. Under the guidance of its general secretary, Len McCluskey, Unite is accused of requisitioning chunks of the party machine and inserting anointed candidates in line for winnable parliamentary seats.

This has been blown into the open by the bodged attempt to select a replacement for Eric Joyce, the Falkirk MP whose parliamentary career was derailed by a brawl in a House of Commons bar. Among other things, Unite is accused of buying up bogus Labour membership by the bucketful to swing the ballot. The selection process has been halted and the local party placed under “special measures”. The episode is now tangled in arcane disputes about party rules and salacious rumour.

There is nothing new about dodgy candidate selections, although historically at least some of the stitching up was done to suit the interests of the leader. These days, the machine is seen as an autonomous operation under the control of Tom Watson, the deputy chair of the Labour Party, its “campaign coordinator” and a friend of McCluskey.

Miliband’s allies accept that the Falkirk episode is, as one aide tells me, “obviously a car crash” but they also point out that the party has acted decisively to get a grip on the situation.

MPs are just as worried about the wider culture of hostile briefing and intimidation that is associated with the Watson operation, which is much the same apparatus that sustained Gordon Brown in his bunker. “It’s a way of doing politics that could end up profoundly damaging the Labour Party,” says one frontbencher.

Much of this goes unnoticed by voters but the Tories feast on it. They hope a message will get out that the Labour Party has its own nasty streak; that Miliband’s gentle, pious manner is a velvet glove on the old, clunking fist. The Conservatives need to keep Labour hemmed into its past. That task is easier if the leader looks subservient to union bosses who hate his recent conversion to spending restraint.

It was impatience to talk about the future, instead of rehearsing anti-austerity arguments devised for the economy as it was in 2010, that provoked Miliband into public acceptance last month that a government he led would be bound by much the same spending limits as those proposed by the coalition. The left has been disorientated by the move, but friends of the Labour leader say he is more confident of his position now than before the leap. While the Tories are having fun knocking the opposition for disarray and lack of commitment to the new line, Miliband is calm in the knowledge that his resolve is, as usual, underestimated.

His plan supposes the gradual unfurling of a banner on which will be inscribed an election-winning message of social and economic renaissance, delivered on a tight budget. Frugal idealism. On paper, that is the right strategic place for Miliband but his problems aren’t on paper and they aren’t all strategic. They are cultural. And culture, as the writer Peter Drucker once said, eats strategy for breakfast. While the Labour leader takes time to ponder the future, his party is drifting into a style of politics that looks in urgent need of consignment to the past.

Unite general secretary Len McCluskey. Photograph: Getty Images.

Rafael Behr is political columnist at the Guardian and former political editor of the New Statesman

This article first appeared in the 08 July 2013 issue of the New Statesman, The world takes sides

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.