Westminster’s short-sighted obsessions will not be what decides the next election

The Tories are starting to notice Labour’s higher levels of local organisation.

The day after winning the men’s singles title at Wimbledon, Andy Murray was the guest of honour at a hastily arranged reception on the Downing Street lawn. Ed Miliband and Nick Clegg were there alongside David Cameron and, at one point, the tennis star found himself in polite chatter with the three leaders. “It’s so nice to see you all getting along so well,” Murray observed drily. “Shame you can’t be like this all the time.” There was an awkward pause. The emotionless delivery made it impossible to tell if he was being deadpan or deadly earnest.
 
Something is wrong with our politics when party leaders behaving like civilised human beings is noteworthy and the suggestion they do it more often is potentially laughable. People who spend a lot of time in Westminster come to judge politicians on their own rarefied terms and forget what the rest of the country sees: robotic interviews, synthetic smiles and smug put-downs bellowed across the House of Commons. It is weird and unattractive. The theatrical combat is presumed to be phoney – politicians hamming up their differences when really they are all the same. The rebuke is partly fair, given the generous representation of white, fortysomething, Oxbridge-educated men on parliament’s front benches. The ranks of political journalism are no more diverse.
 
The party leaders are aware of how distant they are from the electorate. They have all tried doses of unfiltered public exposure as a remedy. The Conservative leader took his “Cameron Direct” show on the road long before the last election and occasionally revives the format. Labour’s local election campaign this spring involved Miliband addressing crowds from a box in market squares. Since January, Clegg has performed in a weekly radio phone-in show.
 
These devices are designed to allow candidates to get their message across unmediated by the press. They also allow aides to brief the media that the candidates are taking their message directly to the public. The leaders always think they have gone down well, because British audiences are mostly deferential to people they have seen on television. Vanity translates politeness as approval.
 
Parading social confidence and calling it the common touch does nothing to resolve the crisis in political representation. The historical party allegiances are fraying; membership is in long-term decline. To join a party is an eccentric act these days and, as some MPs privately concede, a rip-off. You buy the opportunity to surrender your time in the service of a remote machine. During elections, you get begging emails asking for more. The firmer you are in your ideals, the likelier it is that you will be rejected as naive and obtuse when your party forms a government.
 
Of the big three, Labour has the most developed strategy for dealing with this problem. Miliband has embraced the US model of “community organising” – training activists to mobilise neighbours and friends towards modest local goals such as getting derelict parks cleaned up and potholes filled. The idea is that when people see tangible results, they feel empowered and start thinking of politics as something they do, rather than something done to them. Miliband’s team doesn’t claim that this is a substitute for conventional campaigning but it is keen to advertise it as a symbol of the leader’s ambition to change the way politics works.
 
The Tories are starting to notice Labour’s higher levels of local organisation. In marginal seats, they say their opponents are ahead in surveying the battleground and mapping potential supporters with a view to getting them out on polling day. In a close election, having boots on the ground is vital. As one Labour strategist puts it: “They can outspend us but we will out-organise them.”
 
Meanwhile, Tories hoping to unseat Lib Dems have taken as a warning the Eastleigh by-election in February. Conditions could hardly have been worse for Clegg’s party. Its national opinion poll ratings barely touched double figures; the outgoing MP was heading for jail; Lord Rennard, the mastermind of past by-election victories, had been accused of sexual harassment. The Lib Dems were marching into a force-ten tabloid gale and still the seat was held.
 
That result was down to local intelligence and tenacious activism. Miliband knows the value of those resources because it was their depletion in Bradford West that allowed George Galloway to nick what should have been a safe Labour seat for the Respect Party. Many Tories worry that their own local reserves are ineffective or running away to Ukip.
 
That deficiency doesn’t register in Westminster because the Conservatives are dominant in the “air war” – the campaign to set the tone of national news coverage and thereby control the terms of political debate. Tory MPs are cheery: they see the economy slowly recovering and they see Labour pinned down as the party of mass immigration, lavish benefits and sucking up to Brussels. At least, that is what the newspapers they read tell them and they notice enough glum expressions on the faces of Labour MPs for it to ring true.
 
But the Conservative momentum has limits. It is ethnically and geographically confined. Labour and Lib Dem private polling tells them that outside the south-east, there is still no shortage of people who just don’t like Tories and won’t vote for them. That cultural inoculation isn’t new, so it doesn’t get reported much. It also goes against the grain of most political commentary, which assumes direct transmission from the tone of stories in London-based newspapers to national voting intentions. That is a risky assumption. A common theme in by-elections and council polls during this parliament has been that voters are angry with politicians and express their rage in unpredictable ways. The Westminster view is that the Tories are on a roll but Westminster is short-sighted. It may also no longer be where politics is won. 
David Cameron and Ed Miliband walk through the Members' Lobby to listen to the Queen's Speech at the State Opening of Parliament on May 8, 2013. 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 29 July 2013 issue of the New Statesman, Summer Double Issue

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How gendered are this year’s most popular Christmas present toys?

Meet the groups fighting back against the gendering of children’s toys over the festive season.

You’re a young girl. You go into WH Smith’s to pick out a colouring book for Christmas. You could buy the Girls’ World Doodling and Colouring Book, a "gorgeous gift for any girl". In this, the pictures range "from flowers, fans, feathers, to birds, buttons and butterflies". Or Colouring for Girls: Pretty Pictures to Colour and Complete, where you can colour in "beautiful birds, seashells, cupcakes, pretty patterns and lots more". The counterpart Boys’ Colouring Book has a range beyond buttons and feathers: "Planes, trains and automobiles – plus the odd alien spacecraft".

In the run-up to Christmas, this kind of gendered marketing is rife, particularly finding its way into the predominantly pink colour scheme of girls’ toys.

Take Amazon’s page "2016 Toys for Girls": a pink icecream trolly set, a pink light-up tablet, pink building blocks, pink and purple friendship bracelets and so on.

There are several groups taking action against the "pinkification" of children’s toys. One of these is Let Toys Be Toys, a group that targets large supermarkets with the aim of reducing the gendered marketing used on children’s goods.

The Let Toys Be Toys blog focuses on specific examples of targeted gendering within shops, catalgoues and online. A particularly revealing example of how prevalent this has become in recent years is in two pictures published from the Argos catalogue, one from the Seventies, and one from nowadays. The eye-wateringly pink page from now makes the 1970s page look dour by comparison. The lack of change over four decades of what kind of products are marketed at girls is equally striking:

Despite the efforts of campaign groups such as Let Toys Be Toys, the prevalence of gendering within the highest-rated children's gifts for 2016 is staggering.

Look no further than the Ultimate Christmas Gifts Guide from Toys R Us. One of the most immediately obvious examples is the way in which the pink/blue colour schemes are used to market identical products. This is repeated again and again:

This identical drawing board is uniquely packaged to the binary colour codes that are so common within children's toys stores.

The same applies with this keyboard, where the young girl and boy are pictured almost identically, save for the coordination of their clothes to the colour of their toys.

The message is a hugely limiting one: one that allows little movement away from the binary of pink/blue. The effects of this are longstanding. A recent poll from YouGov shows that "only a third of parents approve of boys playing with Barbies". The data goes on to explain that "while most parents approve of girls playing with toys marketed to boys, a minority of adults approve of the opposite".

Images like this were the inspiration behind Let Toys Be Toys, back in 2012. The campaign began on Mumsnet, the forum for parents, on a section called "AIBU", which stands for "Am I Being Unreasonable?". One parent posted the question: "Am I being unreasonable to think that the gendered way that children’s toys are marketed has got completely out of hand?" The heated discussion that followed led to a sub-section with the founding memebers of Let Toys Be Toys.

This aside, Let Toys Be Toys has made signifcant progess since it began. It targets large stores, focusing on gendered signage both in store and online. In their four years, they have campaigned for signs like "girls' toys" and "boys' toys" to be removed from retailers such as Boots, Debenhams, Morrisons, Toys R Us and TK Maxx. It is the go-to hashtag on Twitter for examples of the often shocking gendering of children’s toys.

"This is ostensibly about toys, but what we’re really talking about is gender stereotypes that shape our children’s worlds in an apparently very unassuming way," says Jess Day, a Let Toys Be Toys campaigner. "It seems very innocent, but actually what we’re doing is giving children very clear instructions about how to be a man and how to be a woman."

These clear instructions work beyond colour coordination: where girls are sold the image of the pink "girly girl", for instance. This is evident in children’s fancy dress costumes. Early Learning Centre’s (ELC) children’s fancy dress range imposes very rigid gender roles. To give examples from the current christmas range:


Credit: ELC

Again, the predominant colour sceme is pink. The roles offered are mainly fairies and princessess: generally make-believe.

“I found it really interesting that there were almost no ads showing girls doing anything," comments Day. "Physically they were very passive. The only physical activity we saw girls doing was dancing. They weren't really moving around much."


Image: ELC

By contrast, young boys are offered the possibility of pretending to be a firefighter, a policeman or a doctor, among other practical, professional roles.

This year's Toys R Us Christmas advert follows on from this, with girls mainly dressed as princesses, and boys dressed as knights and kings. Much like the pink/blue colour scheme that we see all over children's shops, these fancy dress costumes create an unnatural binary. They send out a message that restricts any kind of subversion of these two supposedly polar opposites.

What's more, the subtext is one that is deeply rooted in expectations, building up a picture where careers such as that of a policeman and fireman come more naturally to boys, who have been socialised into these roles from childhood through fancy dress costumes of this type. Instead, girls are later forced to learn that most of us aren't going to become princessess, and none of us fairies – and so the slow process begins to unlearn these expectations.

There are certainly groups who try to counteract this. Manufacturers such as the toy brand IamElemental aims to break down the gendered distinctions between boys' toys and girls' toys, by creating female action figures.

“We always say that we are not anti-doll or anti-princess, but that if you give a girl a different toy, she will tell a different story," says Julie Kershaw, a member of the organisation. "As the mom of two boys, I always say that it’s just as important to put a strong healthy female action figure in a boy’s hand as it is a girl’s”.

Like the campaigners behind Let Toys Be Toys, IamElemental sees children’s toys as the starting point.

“We want kids – both girls and boys  – to internalise these messages early and often,” says Kershaw. “While there are certainly biological differences between girls and boys, gender-specific toys are not a biologically dictated truth. Toys are not “for girls” or “for boys”  – toys are for play; for exploration and creative expression.”

This attitude is ingrained in a child’s early years. Only through reconfiguring the gender sterotypes of the toys we buy for our children can we begin to break down their expectations of how to behave in age. We challenge you this Christmas to avoid these highly gendered products. Below are our three favourite Christmas presents for children this year, for girls AND boys, as approved by Let Toys Be Toys:

Mini Table Tennis (£7.99)


From: The Little Toy Box

Djeco Intro to Origami - Animals (£3.99)

From: Rachel's Toy Shop

Seedling Make Your Own Dino Softie! - Dino(sew)or Kit (£5)


From: Gifts For Little Ones