When Diane Abbott, Labour MP for Hackney North and Stoke Newington, announced recently her decision to stand for the Labour Leadership contest, the sighs of both relief and disappointment could be heard all the way from Brixton to Enfield.To say that the response was mixed would be the biggest understatement of the century. Diane Abbott is a polarising figure. On the one hand her supporters point at a long political career based on grassroots activism. Diane also opposed the invasion of Iraq, one of New Labour's bugbears, took an earlier stand against the erosion of civil liberties and has campaigned to raise minority representation in politics. On the other hand her detractors will cry: 'Hypocrite!' following her decision to send her son to a private school. Her weekly slot on 'This Week', a late-night political programme on BBC1, has brought her closer to Michael Portillo, a former Tory MP; too close for comfort some would say.
I admit that I was chuffed when she finally came clear about running for the Labour leadership on Radio Four's Today programme. Not least, because she rendered a usually vocal James Naughtie, one of the presenters, speechless. Not an easy task, as regular listeners of that programme will aver. But it was what came after that made me wonder whether Diane herself was going a little bit over the top in her enthusiasm to explain why she had put her hat in the ring.
'I followed the Obama campaign and it seemed strange that when the US has a black president, we didn't even have a black candidate for our leadership', she told Hugh Muir of The Guardian straight after. The half cynical part of me was expecting the 'O' word to come out any minute; the romantic one was still hoping that wouldn't be the case.
No, Diane, you're not Barack Obama. And neither is any politician in the UK. And furthermore, we're as far from an 'Obama moment' on these shores as we are from developing artificial life (synthetic DNA, notwithstanding).
I had so far resisted writing about the current president of the USA, not out of fear or reverence, but because so much has been said, argued and counter-argued that one more comment would merely roll off into the vacuum of oblivion. However a recent essay by Naomi Klein ('Branding America', The Guardian Review, Saturday 16th January) made me aware of the perils that await any politician - from the US or elsewhere - that attempts to jump on the 'O' bandwagon.
This is not a post about Obama. It's rather a column about the effect his electoral campaign marketing strategy had in the rest of the world - and it still has. In her fine piece, Naomi dissects the process that made Obama electable. Note that word: electable. And I would like to add, if I may, a few more elements of my own.
The first one is an external factor that was briefly referred to but was quickly overshadowed by Obamamania. Without a George W Bush there wouldn't be a Barack in the White House now. That might seem a bit harsh, but, please, bear in mind that Bush outsourced almost the whole operational side of government to the private sector. In Naomi's own words, 'this hollowing out was not a side project of the Bush years; it was a central mission, reaching into every field of governance. And though the Bush clan was often ridiculed for its incompetence, the process of auctioning off the state, leaving behind only a shell – or a brand – was approached with tremendous focus and precision.' In the UK, on the other hand, this 'hollowing out' has not been as thorough as on the other side of the Atlantic. Therefore the catalyst needed to trigger off a radical overhaul of the political system is not ripe yet. In fact, it has not even been planted.
That leads me to the second element. As much as I celebrated Obama's victory, caution never abandoned me. At some point I remember thinking that one of the reasons why I wanted to see him in the White House (besides his stand on the Iraq war and his plans for healthcare reform) was the fact that had Hillary been elected instead we would have been staring at the following dynastic structure: Bush, Clinton, Bush, Clinton. Bro, can you spare a dime?
For the third factor I quote Naomi again on the fundamental principle of branding: ‘find your message, trademark and protect it and repeat yourself ad nauseam through as many synergised platforms as possible.’ In Obama’s case that was rebranding the US under the ‘Yes, We Can!’ slogan. In Diane’s case, or any other politician looking to exploit a similar gap in the market the possibilities are narrower because this coalition government has conquered that indispensable middle ground on which its future existence will depend but also from which it will fend off any opposition. The first measures taken by the new government in the UK were aimed at dispelling any doubts that this would be a lukewarm administration: the scrapping of the ID cards programme, downsizing or getting rid of useless quangos, school reform and devolution of power (policing amongst other services). This middle-of-the-road approach will make it very difficult for any future opponent to introduce their own version of ‘Change We Can Believe In’. One of the salient aspects of marketing is how a brand trascends the function of the product it promotes. People don’t just buy Nike because the company makes good trainers, but also because they want to trascend their own lives (especially the less well-off) through the brand, hence the effectiveness of their ‘Just Do It’ campaign. Likewise, people - especially youngsters - bought into the Obama brand, mainly, although not exclusively, because he became the canvas on which they projected their innermost desires. All the efforts that have followed thereafter (including The Sun's idiotic Photoshopped cover likening David Cameron to Barack) have been excrucitiangly awful and unimaginative.
I’ve left for the end of this column the most obvious element of why Diane's 'O' moment is unlikely to materialise and yet I was at pains trying to figure out how to write about it. But it’s better to face up to the proverbial elephant in the room head on. Diane Abbott is a black woman of a certain age and weight. Yes, I know that we’re in the 21st century but we’re not in a post-racial era. Nor did Obama usher in one. What he did provide was a temporary solution to the damage inflicted on the US reputation abroad by the Bush administration. And Obama did not hesitate to become the spokesperson for the youtube, facebook generation. As Naomi excellently describes, Barack Obama and his team used every single available tool in the New Gadgets Bible to ram their message home: Change. Logos, expert viral marketing, product placement and choice of strategic alliances (Klein mentions Oprah, the Kennedy family and many hip-hop stars), there was never a shortage of ideas. Unlike the US president, Abbott comes across more like the auntie who tells you off when you don’t show your face around her house for a long time.
I would also like to add that even Obama couldn’t have foreseen that the best weapon for his never-ending arsenal was provided by the Republicans themselves: Sarah Palin. Never have I seen more political incompetence and incoherence than that displayed by Palin. Even Tina Fey, in her famous sketches of the vice-presidential candidate, was far too lenient on Sarah. In fact it wouldn't be far-fetched to imagine that many self-avowed right-wingers would have preferred the writer and star of the American sitcom 30 Rock to run alongside senator John McCain, rather than the Alaskan version of Xena the Warrior Princess. And I still believe that that factor was what finally tipped the scales in Obama’s favour. Unfortunately for Diane Abbott, unless the ‘Cameron/Clegg’ double act starts spewing out nonsense about Britain sharing a border with Russia, there’s not much to galvanise Labour voters, let alone the British electorate to take her up to the next level.
And yet, I support Diane's decision to join the fray for the Labour leadership. Because she will force the other candidates to adopt a more radical position. Diane is fighting a battle on the grounds of better housing, more female and ethnic minority representation in government (there are only four women in the current cabinet) and stronger trade unions. If she can add a cohesive economic agenda to the impressive array of issues she is bringing to the Labour leadership battle, she could be the Wild Card who gets to play in the final of the World Series.
As for whether we need an 'O' moment in the UK or not, I will borrow again Naomi Klein's words on Barack and the effect he's had on the various movements that exist worldwide and that are making demands of the elites that rule them: "What the election and the global embrace of Obama's brand proved decisively is that there is a tremendous appetite for progressive change – that many, many people do not want markets opened at gunpoint, are repelled by torture, believe passionately in civil liberties, want corporations out of politics, see global warming as the fight of our time, and very much want to be part of a political project larger than themselves." Forget about the 'O' moment, Diane, you just need us, the people.
Photo taken from Diane Abbott's website.
©2010
Next Post: 'Multilinguals Are...? (Review)', to be published on Tuesday 8th June at 11:59pm (GMT)
I rarely, if ever, have any dispute with the cogent arguments of Naomi Klein or A Cuban in London!
ReplyDeleteWe discuss the strategies, promises, character, style of the candidates - but ultimately they are constrained and limited by the monumental structures in place.
Obama has discovered the games he must play, the ***** he must kiss, and the maze of bureaucracy he must hurdle. His ideals, unfortunately, seem to be no match for the gargantuan, antiquated structures that litter the political field.
Before a person of character, ideas and hope can ever make a difference, the structures within which they must negotiate must be overhauled.
Plain thinking, elections have been conducted like the American Idol.
ReplyDeleteThank you for the song, it is unusual yet there is some semblance to a Malay traditional music.
Happy Sunday to you and family.
Blimey, politics on a Sunday morning! I can't help feeling that our political system needs much more than a nice, well meaning lady (or man). It's no longer fit for purpose, rather like our roads, and heading the government seems too much like driving in pole position trying not to lead everyone into the worst of the potholes.
ReplyDeleteMany thanks for your kind comments.
ReplyDeleteGreetings from London.
love both the analytical insights and the music - thanks and greetings from Mexico..
ReplyDeleteThanks, Catherine. If you read The Observer today you'll come across an article penned by one of the contenders for the Labour leadership: Ed Balls. I would say that in terms of principles, language and connection with people (especially working class people), Diane beats Ed hands down. I really do wish her well in her bid but even she will realise that it's a long shot.
ReplyDeleteGreetings from London.
What a coherent, thoughtful post on politics, Obama, marketing and the elephant in the room (female, black, somewhat older and with curves). I was always cautious about Obama because I feared that he didn't have enough experience and enough knowledge of Washington to put a progressive program across. Unfortunately, I was more right than wrong, although, as they say, it's not over until its over. But American progressives and liberals didn't have a choice - once Obama became the candidate, it was vote for him or prepare to see another four years of Republican rule. In many ways, I feel sorry for Obama because he's been handed a abundance of crisis which would tax the wisest politician in the world. Plus, his youth base is notoriously fickle and isn't getting behind any coherent plan; alas, there doesn't seem to be any. Both FDR and JFK, for all their flaws, put programs in place for activism - from the CC to the Peace Corps, there were ways for people of right hearts to display right actions. They also knew how to work with Congress; Mr. Obama seems to have been stalled by that less -than - august body.
ReplyDeleteI certainly agree with you on Palin but her supporters are the most rabid and non-critical lot that you can imagine. I belong to a couple of Yahoo discussion groups and they uphold the Faith of Palin but can't tell me what in the heck she really believes in (other than money, publicity and BS).
Anyway, it doesn't look too good on either side of the pond for genuine progressive actions and given our ongoing financial mess, I don't know when it will get better.
But there is always music, literature, art, civil conversation, family, friends and food.
Speaking of civil conversation - I just want to thank you for your comments on my blog or your always civil response to my comments. So many bloggers these days forget to respond to those who comment. They forget that its always a two-way street.
Viva Senor Cubano!
Ideas, intelligently and cooly presented, seemed to be exactly what we needed, after Bush. Obama was the dream date, now we're wondering if he's going to call.
ReplyDeleteEvery day keeps piling on, and now the press has fallen out of love with him. Folks are distressed that he isn't angry enough at oil ruining our seascape. No one quite knows what to do..and we hope that BP won't be bailed out, because we had a big joke played on us with the banks. We're past the early euphoria.
And let's not forget the ugly undercurrent that will always trail Obama.
Some of us really expected a departue from war..what were we thinking? Politics is so full of politicians.
Thank you for this stirring post!!
A thoroughly enjoyable read - and given that the subject matter was politics, that must be a first! I was as pleased as I was surprised to hear that Diane Abbott was favourite for the job! (I guess that must have been favourite among a certain section of the membership.)
ReplyDeleteThank you Cuban - both an enjoyable and a stimulating read. I like Diane Abbott and the persona she presents, but that's always the problem with politicians at the moment - they have to focus on how they "present". I am tired of the style over substance of our political arena, and it is a rare politician in power (or so it seems, particularly in the past couple of years) who does not offer an opinion before checking this is the opinion that accords with the majority of the populace.
ReplyDeleteLike Eryl,perhaps, I do feel jaundiced about politics but of course we have created the system we have allowed the county to slide into.
And I'm fed up with how policiticans private lives must strictly adhere to what the media think the public "expect". You can have ideals whilst not being ideal, surely.
Oh-oh, getting all bitter and twisted now, unlike your balanced post. Best say bye-bye.
Many thanks for your kind comments. It's odd for me to stray into politics, but every now and then, I like 'clearing the air' a bit. It does wonders for one's pent-up anger :-).
ReplyDeleteGreetings from London.
Politics, ah, that is a subject I usually flee from, but not for obvious reasons. I do agree that politicians too often lack courage, moral or otherwise. I also agree that often their stated objectives during an election bear little resemblance to their actual product once in office. Here is where I part company, though, with so many who have little positive to say about politicians. I spent a year working in a high-level government position which gave me an unusual peek into the minds of political decisionmakers, and here is what I discovered. Trying to get an unruly, at times dysfunctional and contentious, family together is a very, very hard job, at times requiring dissembling, even going back on one’s word, recognizing when one’s ideals are out of sync with the electorate, etc. The better among the politicians can both fight the trench wars and also maintain a vision of the ideals which motivated their entry into public life. And it is a very public life which will test the mettle of even the most saintly. I would not hold public office ever. But I am grateful for those who do and I try to be understanding of their challenges even as I hold their feet to the fire.
ReplyDeleteExcellent, finely targeted points and totally on target. There would be no Obama without Bush although American memories are woefully short. Already, Palin's tea party supportors are trying to gain momementum to regain those Bush "glory" years. And pairing Oumou's powerful voice with this was genius.
ReplyDeleteDifficult to comment on politics (as a civil servant, I'm only really able to do my blog because I avoid talking about the detail of where I work). But this is a great read with some interesting propositions, not all of which I agree with, but worth posing regardless.
ReplyDeleteAhh Politics! something I stay away from really, just reading and listening a lot and of course casting my vote but not discussing it much at all these days. Still I enjoyed this post very much and felt it added to my limited knowledge. I have of course listened to Diane Abbott often on 'This Week' not always agreeing with her views but pleased with her announcment to stand. Why because she is a bright strong nonconformist lady with good knowledge and insight into civil liberties and will bring a good balance amongst the rest of the motley candidates. It will be very interesting to watch the outcome. Yes a most thought provoking post, thank you.
ReplyDeleteSincere Regards.
Many thanks for your kind comments.
ReplyDeleteGreetings from London.