Two diagnoses, one conclusion

The unions and the Liberal Democrats agree on one thing: new Labour is at the end of the road

There is nothing quite like a Morning Star fringe meeting at the Trades Union Congress to remind you of how far British politics has been transformed in the past two decades. In fact, there is nothing quite like a Morning Star fringe meeting, full stop. Where else in 2008 could you hear three union leaders restate their commitment to replacing capitalism with a socialist society? We may be approaching the 20th anniversary of the fall of the Berlin Wall, but on Tuesday there was one packed room of the Hilton Metropole in Brighton where communism had never died.

Delegates had gathered to hear Derek Simpson of Unite, Mark Serwotka of the Public and Commercial Services Union and Bob Crow of the RMT, who between them represent roughly 2.4 million members of the proletariat. Despite the trade union legislation of the Thatcher years, these men still have the power to crush Gordon Brown's fragile government if they choose to embark on a wave of industrial action over the autumn and winter.

Their analyses of what had gone wrong were identical. The Labour government has alienated the party's core supporters by adopting a neoliberal, pro-business agenda of privatisation, deregulation and low taxation. It is no surprise that it is proving difficult to get the working-class vote out for Labour, they said, when the government has allowed the gap between rich and poor to widen so greatly. In times of growing economic uncertainty, ministers need to demonstrate that the Labour Party is still prepared to look out for those people who stand to lose most from the economic downturn.

A second theory

Scroll forward a week, and the Liberal Democrat leader, Nick Clegg, will offer a second theory of why things have gone so badly wrong for Gordon Brown.

He, too, believes that the current decline of the Labour Party in power is a sign that a whole form of government has been discredited. But his diagnosis is very different. Clegg will argue at his party's annual conference in Bournemouth that Brown's version of new Labour is the last throw of the social-democratic dice.

He will say that unprecedented spending on health and education under Brown has not yielded the necessary results, leaving users of schools and hospitals feeling frustrated and disempowered. Instead, what is needed is a more personalised approach to state provision, based on a determination to deliver for patients, parents and pupils. For Clegg, a future government must enable public services to respond to people's needs rather than tell them what is good for them.

There could hardly be two approaches more different from each other. In the fragmented and increasingly sectarian landscape of British politics, the only real point of agreement between the unions and the Liberal Democrat leadership is that new Labour has come to the end of the road. What a contrast with the "progressive consensus" of the late 1990s, stretching from the unions to Paddy Ashdown's Liberal Democrats, which was poised to keep the Tories out of power for a generation.

Shift to the right

There is no equivalent consensus today despite Brown's attempts to revive it by offering Ashdown a job last year. Many in the Conservative Party, and even elements of the Labour Party, would agree with Clegg's analysis of the failure of the social-democratic/Fabian model. But that does not amount to a coalition drawing in disparate elements of society.

If there is a Conservative landslide at the next election, it will be a landslide of despair, brought about by the collapse of Labour's core vote and the unenthusiastic drift of Middle England back to its habitual Tory home. David Cameron may talk about "progressive ends by Conservative means", but make no mistake, the centre of gravity in British politics is shifting to the right.

Such is the electoral maths that it will still be difficult for the Conservatives to win an outright majority. If that is the case, Nick Clegg's Liberal Democrats are all that stands in the way of a Cameron government. In the event of a hung parliament, would Clegg be able to resist the offer of ministerial posts for his party?

In the next 18 months, the Labour Party will be fighting not just for power, but for its very survival. Oddly, this is something the unions seem to understand better than the leadership of the party. The forerunners of Bob Crow's RMT - the National Union of Railwaymen and the National Union of Seamen - were originally allied to the Liberal Party. The unions created the Labour Party for a purpose and they could break it. Without the financial backing of Unite, the party would collapse tomorrow.

The government should start listening to the unions, not out of fear, but out of necessity. Beyond the revolutionary rhetoric, the motions for a general strike and calls to renationalise the coal industry, the real demands of delegates at the TUC were eminently reasonable: public-sector pay settlements that don't amount to a real-terms cut in income, and a windfall tax on the profits of the energy companies to help the poorest survive the winter. The gruesome reality is that people could start dying if they cannot afford to heat their homes. And if they do, the heart of the Labour Party will be buried with them.

This article first appeared in the 15 September 2008 issue of the New Statesman, Inside Iran

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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