In this week’s New Statesman: The cheap food delusion

Colin Tudge on a food chain out of control. PLUS: Lord Ashcroft profiled.

Colin Tudge: The global food chain is out of control

Colin Tudge, author of Good Food for Everyone Forever and co-founder of the Campaign for Real Farming and the Oxford Real Farming Conference, writes a searing report on the state of a globalised food chain built to “maximise wealth” with scant regard for consumer welfare. He writes: “...the whole, ever more complicated global food chain is absolutely not under control.”

If agriculture in Britain and around the world were designed to do what most people innocently suppose is its job – to provide us all with good food without wrecking the environment at large and driving our fellow creatures to extinction – it would not resemble what we have now...

Horseburgers perhaps are just a scam that was waiting to happen but far worse disasters are waiting to happen, too.

As things are, despite the soothing words from on high, they are inevitable: not accidents at all, but systemic. We have already seen far worse.

Tudge reminds that these events are the “inevitable” outcome of industry “shortcomings” –  “...not accidents at all, but systemic. We have already seen far worse.” He recalls disasters like the foot-and-mouth outbreak of 2001 and the mad cow disease (BSE) of 1986, a “home-grown” epidemic that “began with cost-cutting just the same”.

Tudge sees a radical solution in downsizing, arguing:

We need nothing less than an agrarian renaissance...

If we in Britain did set out to grow our own food we could easily be self-reliant; so could most countries in the world.... “Self-reliant” does not mean “self-sufficient”; naturally, we should continue to import tea, coffee, oranges, bananas, cinnamon and nutmeg... But we should not be reliant on imported meat, and certainly should not be scouring the world for whatever is cheapest...

 

Lord Ashcroft: The Tory Kingmaker

This week Andrew Gimson, author of Boris: the Rise of Boris Johnson, profiles Lord Ashcroft, the self-made Tory billionaire who can supply the ammunition to destroy the Prime Minister. Ashcroft initially agreed to be interviewed then, but then requested the interview be conducted over email.

“It turned out that Ashcroft did not really wish to see me,” writes Gimson. “He had closed the discussion down before it even got started. This guardedness is a deeply ingrained characteristic.”

Gimson quotes Ashcroft who, when describing himself in his book Dirty Politics, Dirty Times (2005), wrote: “I am a private rather than a secretive man.” Gimson also queries Ashcroft on his “second political career” – the Lord’s “significant” commitment to poling:

As Ashcroft relates: “Almost overnight I became fascinated by polling and by what could and could not be achieved by the process. In no time at all, I was a polling bore.

Later on Andrew Mitchell describes what it was like to travel with Ashcroft – the two visited 24 countries together when Mitchell was shadow development secretary. Mitchell said:

He’s a very good friend of mine. He is brilliant company and has a tremendously wicked sense of humour which makes him all the more enjoyable to spend time with. He is a very good friend and a truly terrible enemy. He has an elephantine memory, which of course is even worse in an enemy, because it means he never forgets.

Ashcroft once compared himself politically to “a lion stalking its prey” – and GImson writes that some in the party find “the ruthlessness with which he denounces those who have offended him is a bit off-putting”:

Some Tories resent his power and find him “ruthless” and “repellent”. They feel that he is “quite menacing in his personal dealings”, consider him a natural monopolist who wants to buy influence, and say he reminds them of “the villain in a Bond movie”. They reckon he is always “sizing you up and looking for your weaknesses”...

It is easy to imagine that if Ashcroft gets enraged with the government at the same time as the voters he is polling, he could emerge as a tribune of the people...Ashcroft the pollster is now a convincing enough figure to supply the ammunition that could destroy a prime minister.

 

ELSEWHERE IN THE MAGAZINE:

 

Michael Berrett: Long walk to freedom

In the NS Essay this week Michael Barrett, professor of biochemical parasitology at the University of Glasgow, explores the legacy of David Livingstone – explorer and tropical disease researcher – 200 years after his birth. Livingstone’s remarkable travels through Africa eventually killed him, but his research opened the way for great scientific discovery, and his reputation is one of social progressiveness. Barrett begins:

On 1 May 1873, at the age of 60, Dr David Livingstone died while on an ultimately futile quest to identify the source of the River Nile. The deprivations that Livingstone suffered over the 30 years that span his three great expeditions to Africa are astonishing. His first aim had been to bring Christianity to Africa; he died fighting to end the slave trade…

His unyielding Christianity led him to reject the theories of his contemporary and fellow explorer Charles Darwin. Their contributions to cataloguing the natural world were, however, comparable. Livingstone’s published accounts of nature’s wondrous diversity were received with the kind of awe that David Attenborough inspires today…

He learned to speak the languages of those among whom he tried to spread the gospel. He wished to treat Africans with respect; he tested their medicines and embraced many of their customs. He gave his life in the fight against the slave trade. Few European place names were preserved in post-colonial Africa but it is still possible to visit the towns of Livingstone in Zambia and Blantyre in Malawi.

When Kenneth Kaunda, the former president of Zambia, described David Livingstone as the first African freedom fighter, he might just have had a point.

Anthony Seldon: Balls must go

In a guest column this week, Anthony Seldon, co-author of Brown at 10, writes an open letter to the shadow chancellor opining that for the good of himself, his family and the party, “the time has come for you to fall on your sword.”

After 20 unbroken years at the heart of politic... quitting in the next few months until, say, 2017 would undoubtedly benefit your leader, your party, your wife and even yourself. Let me explain...

Read this piece in full on the website now.

 

George Eaton: Miliband’s mansion tax retoxifies the Tory brand

In the politics column this week George Eaton writes on Miliband’s inspired twinning of a popular tax cut (10p tax rate) with a popular tax rise (mansion tax), a move that will “retoxify the Conservative brand while reinforcing the impression of the Lib Dems as the helpless hostages of a Tory clique.”

Read this piece in full on the website now.

 

In the Critics

  • Writer and former television producer David Herman takes aim at the cosy nostalgia of British TV drama. “British television is on a huge nostalgia binge”
  • Our lead book review sees American critic and poet Adam Kirsch write on James Lasdun’s memoir of being stalked, Give Me Everything You Have
  • Jonathan Derbyshire talks to the historian Paul Kennedy in the Books Interview
  • Richard Mabey reviews Field Notes from a Hidden City, an “urban nature diary” by Esther Woolfson
  • Bryan Appleyard reviews The God Argument: the Case Against Religion and for Humanism by A C Grayling
  • David Cesarani reviews Helga’s Diary: a Young Girl’s Account of Life in a Concentration Camp by Helga Weiss
  • Kate Mossman reviews new albums by John Grant and Steve Earle
  • Ryan Gilbey reviews Terrence Malick’s To the Wonder and the screen adaptation of David Mitchell’s novel Cloud Atlas

 

Read about this and much more in our “In the Critics” blog on Cultural Capital

Purchase a copy of this week's New Statesman in newsstands today, or online at: subscribe.newstatesman.com

 

Charlotte Simmonds is a writer and blogger living in London. She was formerly an editorial assistant at the New Statesman. You can follow her on Twitter @thesmallgalleon.

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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