All schools must thrive

Rafael Behr sets out the dividing lines on education.

Michael Gove’s plans to allow parents to set up their own “free” schools was one of few policies that the Conservatives developed fully while still in opposition. Once in government, they wasted no time; Gove set about pursuing his agenda with a revolutionary zeal that even his allies describe as Bolshevik. Underpinning the policy is a conviction that local authorities tolerate mediocrity and that teaching unions protect weak staff. To serve pupils and parents better, the complacent “Educational Establishment” must be broken up. Besides new free schools, more existing schools should have academy status, which will give them greater independence over the curriculum as well as more leeway in hiring, firing and pay.

And Labour is against all that?

Not quite. Academy status was devised under Tony Blair as a targeted intervention in inner-city schools where previous regeneration efforts had failed. But the party was divided, the left especially suspicious. The momentum went out of the programme when Gordon Brown took over, though the idea was not quite repudiated. That ambiguity has continued under Ed Miliband.

But Labour is against free schools, right?

Yes . . . and no. Stephen Twigg, the shadow education secretary, has said his party would “not continue” with the free schools programme, but allow those already “in the pipeline” to reach fruition. He also supports the idea of “parent-led” academies, which sound not unlike free schools.

So how exactly does Labour policy differ from Tory policy?
 
In Gove’s version, market forces are supposed to drive improvement in schools. Breaking up the old structures is meant to bring competitive new players into the system. The element of choice – parents shopping between schools – is supposed to act as an incentive for everyone to raise their game. But that means new schools muscling in where there are already enough places for local children, which Labour sees as an inefficient use of public resources. It would be better, says Twigg, to target academies in places where provision is lacking and to promote partnership and collaboration rather than competition. Labour’s concern is that some free schools will siphon off middle-class families, leaving their poorer neighbours concentrated in struggling local-authority schools. But the main difference is ideological. Labour recoils from the idea that education is a consumer marketplace in which non-state providers compete for parental custom.
 
But the new providers don’t profit from it.
 
Not yet. Devotees of Gove’s approach see no reason why they shouldn’t. Indeed, some worry that it won’t work properly unless profit-making is permitted, because that is what will attract newcomers in sufficient numbers to make the field competitive. That much was understood back in 2010 but a political judgement was made that the public was not ready for a policy that could be attacked as privatisation. There is a widespread assumption that a second-term Conservative government would go down that path.
 
Without those Lib Dems getting in the way.
 
Quite. The Lib Dems have gone along with Gove’s agenda but they draw the line at schools being run for profit. Before the days of coalition, the party’s power base was in local government, and that means a lot of activists and councillors who don’t like being told by Gove that they are part of the problem rather than the solution when it comes to educating the nation’s children.
 
So what’s the Lib Dems’ education policy?
 
The party is very proud of the Pupil Premium, introduced in April 2011 – a funding device that diverts resources to schools in proportion to the number of children receiving free school meals.
 
Does it work?
 
The impact is disputed. The allocated money gets moved around within limited school budgets and the difference it makes to children from low-income families is – judging within the wider fiscal story – easily outweighed by cuts to tax credits, benefits and other services. That said, it is doubtful that an incoming Labour government would scrap the Pupil Premium.
 
What about maths and stuff?
 
There is also a revolution under way in the curriculum, which has hardly been less controversial. Gove’s preference is for a classically conservative curriculum, emphasising narrative history, the orthodox canon of English literature and bringing primary school children into earlier contact with fractions. At secondary level, there should be less coursework and harder exams.
 
Gove’s enemies depict him as a fantasist trying to re-create classrooms of the 1950s. His supporters say it is an overdue assault on fashionable “progressive teaching” nonsense and the soft tyranny of an all-musthave- prizes attitude that fails children by instilling low expectations. We are in a global race, say the Tories, and we need to get training early. The pitch to parents is that every neighbourhood school can have the highachieving, pushy ethos that attracts those who can afford it to the private sector.
 
And what happens to private schools?
 
In Gove’s utopian vision, they federate with state schools, or even become academies. 
 
And in reality?
 
They carry on fast-tracking the progeny of the upper-middle classes into top universities and elite professions.

 

Michael Gove. 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 26 August 2013 issue of the New Statesman, How the dream died

Photo: ASA
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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