Several large Corporations have created adverts tapping into our new ‘Coronavirus’ norms.
There seems to be a pretty formulaic structure involving images of key workers with thankful messages, images of people in their homes communicating via Zoom or some other video conferencing app, and finally a reference (the point of the ad) to how the Corporation is ‘here to help’.
Just a couple of examples….
Tesco – Food Love Stories
No surprise that Britain’s largest Supermarket Chain has got in there with a very aggressive ad campaign showing how (Tesco’s) Food brings people together either in times of crises – real colonisation of the lifeworld going on here – ‘new intimate’ moments brought to your courtesy of Tesco.
And of course the # to try and get the super-mugs to advertise for free for them.
Virgin Media – Stay Home Stay Safe, Stay Connected
What these ads are doing is attempting to ‘colonise our lifeworlds’ – they are either taking footage of ordinary people connecting online in these social distancing times, or using actors to create such footage (I don’t know which) and then ’embedding’ themselves right in the middle of these interactions.
And then they are further suggesting that what binds us all together in our isolation are these Corporations – they are ‘here for us all’ here to ‘help us all through’ as if they’re some kind of benevelant parental figure.
This is false consciousnesses and the creation of false needs on steroids – trying to convince us that these Corporations are here for the social good?
Let’s remember that behind the scenes these Corporations are interested in one thing only, and that is profit. In fact I imagine both of the above Corporations are going to do very nicely out of Coronavirus – especially Tesco.
Virgin as a whole may suffer because of its transport holdings, but I imagine Virgin Media will see a boost.
What’s really going on here are these Corporations embedding, or at least attempting to embed, themselves into our psyches, so that we become more committed to them in the future as we get through Coronavirus and come out the other side.
I’ve been adding a copy of The Sun newspaper to my basket every time I do my lock down shop, primarily because it at around 50 pence it’s pretty cheap!
The Sun is also Britain’s most widely circulated newspaper, so it’s worth doing a bit of casual content analysis on it during these unusual coronavirus times – this is the paper most people are reading, after all!
One of the main themes I’ve noticed is moralising through shaming, and today’s paper (Friday 8th May) is a great example of this…..
On the front page we have the paper moralising against ‘Just Giving’ taking a £300K fee from Captain Tom’s fundraising efforts.
On pages 5-6 we have public shaming of businesses and shops for ‘flouting’ lock down rules on a sunny day yesterday
Later on pages 8-9 we have a detailed map of England footballer Kyle Walker’s lock down violations as he visits his sister, mother and father and friend for a cycle ride.
All of these events are newsworthy based on their news values, but The Sun goes beyond objective reporting and adds a shaming element through the use of language: ‘Walker the Plank’ as a title, for example.
And it’s not just The Sun being Paternal… apparently Dominic Raab has said that if people take advantage of the lockdown gradually being relaxed, they’ll restrict the rules again, as if we’re all like a bunch of school children?!?
Today is Captain Tom’s 100th Birthday, an event broadcast live to the nation by BBC Breakfast between 8.00 a.m. to 8.30 a.m.
Captain Tom really is the perfect media hero for our times, and the construction of ‘our national hero’ was levelled up this morning as it turns out Captain Tom seems to be a huge fan of many of the symbols which signify classic conservative ideas about ‘Britishness’.
Honestly, it was all there, crammed into a 30 minute slot on BBC breakfast this morning….
The Armed Forces and the Fly By…
We know him as Captain Tom, but he’s now been given the honorary title of ‘Colonel’, so take your pick (he doesn’t mind). He got a special fly by this morning, and really seemed to love it!
You can check out the fly-by and most of the rest of the BBC ”Tom show’ below…
The historical Link to World War II
There aren’t many WWII veterans alive, but Captain Tom is one of them, and WWII – that’s deep in the conservative idea of the nation!
I guess this link is even more popular because of the fake similarities with ‘fighting’ Coronavirus.
His love of the Royal Family
Captain Tom thanked the Royal Family (who he thinks are wonderful) for their letters of support.
This ‘deferral to authority’ goes along with being in the armed forces I guess. Very much part of Conservative Britishness.
The countryside village in which he lives
Ironically the only thing not British about the village is the name – Marston Moretaine, maybe that’s the result of a French twinning project?
But everything else about it seems quintissentially British – it’s bang in the middle of Oxford and Cambridge, so proper ‘home counties’, lovely fields and a church.
It’s basically a cross between ‘Midsommer Murders’ but without the murders, the Vicar of Dibley and Last of the Summer Wine, with the poor people hidden from site.
His Love of Cricket
Tom is a lifelong cricket fan, and he was today presented with an honorary membership of the England Cricket Club, and gifted a hat by Michael Vaughn, once captain of England.
Is there a sport that says ‘conservative England’ more than cricket?
You’ll Never Walk Alone
A number one in 1963, and Liverpool Football Club’s Anthem – you don’t get much more British than early 1960s pop music and one of our longstanding Premier League clubs!
Honestly, they seem to come across as perfect. His grandson’s got that ‘healthy rugby build’ about him, and his granddaughter just seems so perfectly sweet. Framed with Captain Tom’s daughter (presumably their mother) you get the impression of the perfect British nuclear family, albeit stretch out by one generation.
And let’s not forget the NHS
It was Captain Tom’s efforts to raise money for NHS that propelled him to media stardom, and the NHS is part of our ‘national identity’ too, especially recently!
What are we celebrating exactly?
This morning was a ‘pause for celebration’, and fair enough in some respects, but what are we celebrating?
I personally think I witnessed something extremely hyperreal on BBC Breakfast today. The media seems to have used Captain Tom’s 100th birthday as a chance to reinforce conservative ideals about Britishness, ideals that don’t really exist outside of the upper middle class echelons of society.
Maybe this is because Captain Tom (he went to a grammar school in the 1920s!) and media professionals are both of the upper middle class, that this kind of celebration of traditional British identity comes so naturally to them.
I also thought Captain Tom’s efforts were about raising money for the NHS and helping to tackle Coronavirus, but this seems to have just got lost somewhere along the way?
Lockdown media has been full of celebrities speaking to us from wherever they may be isolated, and one might think that because we’ve all got ‘lockdown’ in common, that we might somehow feel closer to the celebrities who are also going through the same challenges as the rest of us ordinary folk… as if they are celebs, just like us!
Channel Four’s ‘Stef Show’ is the most obvious example I can think of that spins this narrative – not only is ‘Stef’ presenting the show from home, not only is she herself a pretty ‘ordinary’ presenter (one of very few non middle class presenters on T.V.), the show intersperses video feeds of ‘ordinary families’ with celebs.
However, rather than feeling solidarity with these celebs, I think the glimpses we are getting into their homes serves as a reminder of the class divide.
Many of them have been broadcasting from huge open plan kitchen-diners, often in the South East of the country. It’s as if lockdown has become an opportunity for them to show off their wonderful homes.
A prime example of this is Gloria Hunniford, speaking here: her pristine, ornamented house signifying that upper middle class identity….
And when Griff Reese Jones was interviewed, he was sitting underneath a picture of his great great uncle (or something like that) who was a past mayor of Cardiff. That was after us seeing some footage of him collecting eggs from his chickens from his large garden in the countryside.
This got me to wondering…. what proportion of celebrities have chickens? Probably at least thrice the national average.
However, there are counter-cases
I was particularly impressed when Jack Monroe, whose been given a slot on ‘Daily Kitchen Live‘ told Matt whatever his name is (the main presenter) that arborio rice isn’t a necessity, while he was making a recipe with it because ‘that’s what he had lying at the back of his cupboard.
Jack Monroe really did come across as ‘like us’, I mean who else has Arborio Rice kicking about at the back of the cupboard?
It’s quite a nice feeling heading outside at 20.00 every Thursday and banging on a saucepan for 5 minutes to show support for the NHS.
And I’ve even had the chance to chat with some neighbours who I never even talked to before the lockdown, despite having live where I’m living for almost two years.
Thinking sociologically about the weekly ‘national clap for the NHS’, it’s tempting to think of it as an example of a practice which reinforces social integration: a lot of people coming together to say ‘thank you’ to ‘front line workers’ in unison, at both the local and national level.
You certainly get this feeling if you watch the national clap on Television: there’s a five minute slot on Thursdays devoted to it, where certain streets are focused on, and there is a certain feeling of ‘belonging’ to the local and national during the event, I can’t deny it.
HOWEVER, I can’t quite bring myself to think of this as an example of us acting in solidarity because of the extremely passive, almost impotent nature of the event.
A I understand it solidarity defines ‘working towards a shared goal’ in the sense of building a better society, but I don’t think that describes what we’re celebrating when we clap for front-line workers.
Those Front Line Workers aren’t really working to build a better society, they’re just trying to prevent a melt down, they’re trying to prevent people from dying and from the NHS being overwhelmed, and just to ‘keep essential services ticking over’.
For the majority of us, our role in this crisis is to ‘stay home and protect the NHS’. We have no clarity over when this crisis is going to end, no certainty over how we’re going to come of Lockdown, and no agreement over what the ‘best way forwards’ is through summer and autumn.
In short, there’s nothing positive and long term for us to unite around, only the short-term agreement around saving lives and staying in.
Also, there is no discussion of what comes next – this is blanked in the media, so we have this looming uncertainty.
Liquidarity, my new concept!
I want to call the national clap for the NHS ‘liquidarity’ after Bauman’s concept of Liquid Modernity. Yes, we are coming together, but it’s as if this national clap is the ONLY sense of national routine we have left, there is nothing else, no clarity ATM about the way out.
Liquidarity = a shared expressive act in a response to shared fear and uncertainty, where there is no clear underlying set of principles or clear long term goal which unites people.
NB that’s very much a first thoughts definition, just working it through.
I’m sure once we start hear proposals for a staged way out of Lockdown and the social changes that are going to come in to deal with a post-corona age, we’ll be back to the same old tensions and divisions again.
It’s all very well and good clapping for the NHS, but if these workers really are facing higher levels of risk, maybe a pay rise is in order? I wonder how many people would put their tax money where their hands are for one minute every Thursday? And what happens if Brexit is delayed for years because of Corona fall-out, are Brexiteers just going to suck that up through the early 2020s?
In the meantime, let’s enjoy the national clap, it’s a nice enough distraction from all the uncertainty, and I’m certainly not going to argue that front line workers don’t deserve some recognition.
A Marxist-Feminist response to covid-19 demands that the political response to the pandemic puts people, and especially essential-service workers, before the interests of capital.
Below I summarise an article from Spectre, a Marxist-Feminist journal, based in the United States, which outlines seven ways we should be responding to the pandemic.
I’ve re-worded some of the material to make it a bit simpler to understand, as it is written in typcically ‘Marxist’ language/ Hopefully I haven’t changed the meaning too much in translation
Better funding for life-making institutions
Social reproduction services such as the health care services and education have been undermined by years of cuts. The crisis has shown us how essential these are, and so we should maintain them at a higher level of funding going forwards.
Better pay for essential service workers
We need to recognize the real value of nurses, care workers, cleaners and the people who do the basic work of society. They need better pay and conditions
Bail out people, not corporations
The article suggests that some CEOs are sacking people while keeping their high salaries, we need to make sure bail-out money doesn’t go to the shareholders of companies who have cut jobs
Open borders, close prisons
This is the most contentious to my mind – but they remind us that migrants and prisoners are probably some of the most effected people in all of this – the former because their livelihoods are decimated with border closures, the latter because they are forced to be inside in crowded conditions.
Stand in solidarity against domestic violence
Governments need to make sure domestic violence services are funded appropriately to meet the spike in DV since coronavirus
Use solidarity against capital
Ordinary people all over the world are stepping up and voluntarily making sure their neighbours and the vulnerable are getting what they need during this crisis. The governments need to follow their lead in provided assistance – help the people, but take the lead from the people, based on need.
Use solidarity to change society
This moment can be the moment when the left push forward with a pro-people, anti-capitalist agenda, it needs to be dynamic and global.
A few thoughts on the above
IMO there’s little to disagree with in the above statements with maybe the exception of the borders/ prisons point.
I like the idea of building on the voluntary work and renewed (or just new?) respect key workers now have in the eyes of general public to really push forward an economic recovery agenda that emphasizes rebuilding society based on basic individual needs, a recovery which puts health, care, education, essential services at the center.
It will be interesting to see if this is going to be the case!
The mainstream media’s coverage coronavirus is utterly disgraceful – the narrow agenda being firmly focused on using official statistics uncritically to provide an exaggerated picture of the covid-19 death rate, for failing to engage in any critical debate about how we’re going to come out of this mess, preferring to distract us by a perpetual stream of presenter and ‘public-hero’ celebreities ‘sharing’ their ‘isolation’ coping strategies, and thus normalising individualised solutions to public problems. At the same time the commercial channels are more than happy to allow companies specializing in domestic services to ramp up their advertising at us.
It follows that unless you are going to do systematic content analysis of the mainstream media’s coverage of coronavirus to document the extent of this extremely narrow agenda, you should switch off the Television (actually physically unplug it until at least June would be my advice), avoid newspaper and radio at all costs, and be extremely selective about which web sites you visit.
If, however, you would like some more objective, fact based and critical sources to help keep up with pandemic developments, I can recommend the following:
Alternative news sources on Coronavirus
The Conversation offers some insightful articles exploring some of the less focused on consequences of covid-19, such as how it highlights the class divide, and many articles take a deeper look at issues such as ‘where do pandemics come from’?
The Corbett Report – hosted by James Corbett, an awared winning independent journalist. A good alternative news source focusing on global geopolitics and how ‘covid-19’ may be part of a longer term globalist agenda to establish a world government
The Last American Vagabond – Lots of interesting critical commentary on Covi-19 – focusing on evidence that it was here well before the China breakout and a focus on the really important issues of how governments around the world are using the pandemic to impose social control and remove human rights.
@Vforvapid over at Hive.blog is producing some interesting, well referenced material on how large Corporations are benefitting from the Covid-19 bail-out – check out this post as an example: America reaps egregious sums. Also check the rest of his feed for more.
You might have heard about the The David Icke Covid-19 Interview which was live streamed and then censored on (i.e. disappeared from) YTube. That link will take you to the same video on ThreeSpeak – an anti censorship, pro free speach video platform. Unlike YTube they allow people to post videos with contentious content (but not anything which is racist/ incites violence etc.).
I read a very interesting article called in Dissent online magazine which seems to be a ‘Marxist-Feminist‘ analysis of the Coronavirus.
The article’s called ‘Social Reproduction and the Pandemic, and consists of a Q and A session with Tithi Bhattacharya, a professor of history at Purdue university and co-author of a book: Feminism for the 99%, which hints pretty strongly at her left-leaning and Feminist views!
I’ve included a summary below, but if you’d like to read the whole thing yourself, then I’ve included a link below.
Social repdoduction theory
Bhattacharya is a ‘social reproduction theorist’ – social reproduction theory sees the real source of wealth and value in our society as coming from human labour associated with ‘social reproduction activities’.
Social reproduction activities are those required for making and maintaing life, such as producing food, education, maintaing health, transportation, caring for people and various ‘domestic chores’ such as cleaning. The institutions associated with such ‘life making’ activities are the health-care sector, education and public transport. Typical ‘life-making’ jobs inlcude nursing, teaching, caring, and cleaning, sectors dominated by female workers.
Bhattacharya suggests that the capitalist system does not value ‘life-making activities’ because the capitalist system emphasises the importance of ‘thing-making’ and ‘profit-making’ rather than ‘life making’. Thus ‘life-making’ jobs such as nursing and teaching are undervalued and the workers poorly paid.
Social reproduction theory aims to analyse social events keeping in mind the fact that the really important work in society is ‘life-making work’, work currently done by women!
How Coronarvirus criticizes Capitalism
The coronavirus has been tragicially clarifying in two major ways:
It highlights that care work and life-making work are the really essential work of society – in lockdown we are keeping the essential services going such as nursing and refuse collection, no one is clamouring for stockbrokers or the leisure industry to be kept running.
It also highlights how incapable capitalism is when it comes to dealing with a crisis – once again we require the public sector to come to the rescue, the sector that’s been undermined by cuts for a decade.
Many of the jobs in America that are on the essential services list (the ones that are allowed to stay open) are paid at minimum wage, or $10 an hour, and many workers have no paid sick time or health insurance.
One suggestion is for ‘pandemic pay’ – pay these workers more as they are now being called on to risk their lives.
The uneqal response in India
Bhattacharya also focuses on the unequal response to the virus in India (her home country) – there is a lot of poor migrant labour in India, and because of lockdown closing public transport, millions of such workers are now literally having to walk home hundreds of miles to their home villages.
Meanwhile the Indian government allowed wealthy middle class Indians stuck abroad to come home on special flights, despite the borders being closed to everyone else.
She goes on to suggest that capitalist governments in the global south might well use the virus as a means to clear out the slums of the unwanted, i.e. just let it kill a lot of people.
Coronavirus and the domestic sphere
Battacharya thinks that this is a positive time for us to reconnect with families, and we might even see a rebalancing of domestic labour with men doing more housework than usual, but she also reminds us that there will probably be a spike in domestic violence for those unfortunate enough to be caught in absuive relationships.
‘War-footing’ not an appropriate analogy…
Some really interesting thoughts on why the ‘war footing’ isn’t an appropriate analogy:
Firstly, we need to ramp-down production rather than ‘ramping it up’ (like we normally would in a war) – because we need to think of minimising the social contact through global supply lines.
Secondly, we need to redefine ‘troops’ – they are not soldiers, but our care-sector and essential service workers.
Coranavirus and climate change
An interesting final thought – we need to deal with climate change with the same sense of urgency as we are dealing with this pandemic!
The societal reaction to Coronavirus is certainly a very stark illustration of the context dependency of crime and deviance…..
The recent emergency legislation which put the country into lockdown has made a whole swath of previously ‘normal activities’ deviant, if not criminal, and it’s changing the nature of what we think of as both criminal and deviant.
The Emergency Legislation in the UK: Grey Areas
The ‘government advice’ is that no one is allowed to go out of doors without good excuse, which includes:
Buying essential food and medical supplies for you own household and vulnerable people
Getting money, to exercise and for essential work
To avoid injury, illness or risk of harm.
Social gatherings of more than two people are also banned except from within the same household.
Emergency legislation gives police the powers to enforce lockdown laws, by insisting people go home and by issuing fines of up to £60, arrest, or dispersal using reasonable force.
However, it’s unclear about what actually constitutes deviance with the above advice and legislation: the law doesn’t state how many times people are allowed out, what constitutes food, and while advice says stay local when doing exercise, it doesn’t specify what local means!
As a result, there is room for interpretation over what constitutes ‘deviant behaviour’, and the police in some areas have been more rigorous in enforcing the lockdown than in others.
So what counts as deviant in the age of the lockdown?
There is some uncertainty, but clarity seems to be emerging as the agents of social control offer more explicit guidelines on what people can and cannot do, hence why this bizarre situation is such a wonderful example of the context dependency of deviance…..
Deviant: Sunbathing, picnicking and playing sports
For example Liverpool Council have made it clear that you can go outside if you keep moving (the ticks below) but not to stop or play sports…..
The police’s reaction to various people flouting lockdown rules also gives further clarification:
Deviant: Not social distancing
People are now being fined for getting too close to other people.
Fair enough I say, just being a thoroughly unpleasant individual.
Coronavirus: making it easier for some ‘normal’ criminals
Meanwhile there is one criminal activity you’re less likely to be prosecuted for – watching your T.V. without a licence because enforcement letters and visits have been stopped. I guess it makes sense keeping in mind how crucial TV is for social control!
Finally, trials for all non serious crimes have been put on hold, so I guess some criminals are actually getting some extra free time to enjoy their ‘softer’ variety of lockdown (rather than jail)
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