Country Branding

Constant hot and sunny weather in London. Gordon Square today is packed with young people in the time honoured student poses: lone figures reading paperbacks on the grass, groups of friends chatting, happy. I walk through the square in my cream linen suit & tie and feel out of place, even though I too am a student. I even have my own locker in the Birkbeck building on the square (in Virginia Woolf’s old house).

I used to get upset about constantly feeling out of place. But then I realised that for some people, their place is to feel out of place.

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I visit the superb ‘Propaganda’ exhibition at the British Library. It is difficult to emerge from it without wanting to become an anarchist, frankly. The exhibition’s history of state manipulation takes in everything from Trajan’s Column to coins and stamps (asking who gets to appear on coins, and why are there people on coins in the first place), before bringing things up to date with last year’s Olympics. A video features Alistair Campbell, Tessa Jowell and Iain Dale talking about how the 2012 Games were an example of ‘country branding’. The political interpretation seems to fit both sides – there’s the Twitter comment on the Opening Ceremony by Tory MP Aidan Burley: ‘leftie multicultural crap’. Whereas the equally right wing Iain Dale thought it in fact represented ‘the best of Britain’.

Also in the video Campbell says ‘the public mood drove public opinion’, which rather recalls his ‘People’s Princess’ speech for Blair at the time of Diana’s death. That kind of language is propaganda in itself: producing phrases which seem to provide a voice for the public as a whole, while in reality they purely represent the voice of the man who wrote them.

I was reminded how this year, Andy Murray’s triumph at Wimbledon (Sunday 7th) has also been used for nationalist propaganda. His achievements as an individual are being discussed by politicians and columnists as if they were secondary to something he had no choice over – his nationality, whether as a Scot or as a Briton. Still, as an outlet for ‘country branding’, which seems to be always with us, sport is at least preferable to war.

At the exhibition, there’s an example of propaganda applied to the late Diana which was new to me. It is in a video featuring Zoe Fairbairns, feminist writer and author of the dystopian novel Benefits. I am not familiar with the book, which is from 1979, but the blurb doesn’t seem to be out of place in 2013:

‘It is summer… a heat wave… tense, uneasy days in the city. There are ominous signs of political turbulence… Welfare benefits are under attack…’

Ms Fairbairns was involved in a campaign against the 1981 Royal Wedding, which she saw as promoting the ‘distasteful symbolism’ of the marriage ceremony. The campaign had its own badges. They bore the slogan ‘DON’T DO IT, DI.’


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