Essay
Comment
Identity
Politics
7 min read

Outsourcing our identities: the corrosive effect of political tribalism

Political identities need to connect with core identities, Andy Flannagan reflects on how political disagreement can distort the lives of participants.
Across the heads of a roadside crowd, men wearing orange sashes and military band uniforms march along.
An Orange parade in Larkhall, Scotland.
Ross Goodman, CC BY 2.0, via Wikimedia Commons.

I spent the first 24 years of my life in Northern Ireland. I am incredibly proud to say that it is my homeland. I am still a regular visitor. I love it. I love the people. However, that doesn’t change the fact that my beautiful, yet broken home provides a disturbing case study in what can happen when two communities live in the same space, but separately.  

That is sadly what is happening in the USA right now, and increasingly what is happening in the UK too. What is at the root of an inability to co-exist with those with whom we disagree? There are many answers to that question. I am not saying that what follows is the only answer, but that perhaps some ancient realities underly our present-day struggles. 

When we hold too tight to an identity and someone pokes it, we get angry. But what shifts us from holding something healthily to grasping it with a clenched fist? 

It is difficult to have an academic discussion about where the border (if any) should be in Ireland. The hurt and history go deep. Reactions are visceral. You only have to note the violent responses to a green, white and gold flag flying on a civic building, or an unwelcome red, white and blue kerbstone appearing overnight to realise that something deeper is being triggered. Similar to the ‘culture war’ issues that plague our present, these coloured symbols illicit emotional reactions because they challenge our very identity.  

When we hold too tight to an identity and someone pokes it, we get angry. But what shifts us from holding something healthily to grasping it with a clenched fist? In the political realm these tribal identities may be conservative, progressive, brexiteer, remainer, Democrat, Republican, or many others. 

We all need what I would call these ‘secondary identities’ to survive and get things done in this world. We need a sense of belonging to a tribe. But without a strong primary identity, we cling to these secondary identities so tightly that we are unable to engage healthily when someone challenges them. I’ll put my cards on the table. I believe that the primary identity of every human (whether we believe in a deity or not) is that we are made in the image of God. We have divine DNA in us. It’s the common thread of our humanity, designed to represent (or image) the kind, just leadership of God to the world. 

This is our core identity. This is the thing that people should see if they bite into us like a stick of rock. But if we lose connection with that core, we will still find our identity elsewhere. Our God-given desire to get a sense of who we are and where we fit in continues to operate.  

The problem with idols is that once you give your primary allegiance to them they exact an increasingly large price from you, without you even noticing it. 

The ancient scriptures also give us a useful language for what happens when we give over too much of our identity to a cause or group. The nation of Israel were experts at doing this. In their bones they wanted to worship something or someone, but rather than the hard yards of a mystical journey with a God who was often playful or invisible, they chose the more tangible, internet-speed version and created an idol from what they already had and what they already knew. Cue golden calves and strange statues. 

This grasping for simplicity, and tangible immediacy, helps to explain why Brexit or wokeness have become an idol. And why Trump has become an idol too. In Northern Ireland, the Irish flag has become an idol, as has the Union Jack. And the problem with idols is that once you give your primary allegiance to them they exact an increasingly large price from you, without you even noticing it.  

We often talk about shifts in culture without recognising that the word culture is derived from the same root as the word cult. ‘Culture’ provides invisible, uncontested leadership – it is that which we presume to be true, without stopping to question it, as we would not question a cult leader. 

This is about avoiding the outsourcing of our identity to things that may be good, but that shouldn’t control us. 

In my work with Christians in Politics, bringing Christians together from across the political spectrum, I have become fairly good at spotting when folks start to lose touch with their primary identity. You notice it from the visceral, speedy reactions on social media, subliminally prioritising their immediate emotional state above the emotions of others.  

Sadly, this accelerated during the COVID lockdowns, when it was all too easy to spot the radicalisation of previously fairly centred people. More time than usual on social media, more fear than usual from living through the global pandemic, all leading to them spending more time down algorithm-induced rabbit holes. 

This is not about the elimination of emotion. Nor producing an anodyne, academic, rational public square. After all, many who believe that they are made in the image of God also follow the human who they believe perfected that image, and he spent plenty of time raging against injustice and turning over tables.  

This is about avoiding the outsourcing of our identity to things that may be good, but that shouldn’t control us. Such things should influence us, but they shouldn’t forge us.  

The term idol is useful as it is now in popular usage thanks to TV shows like American Idol. Something in us knows that such here-one-minute-gone-the-next celebrity is not exactly bad for us, but also that such celebrity does not exist without a large number of people giving inappropriate amounts of time and attention (proportional to their talent) to these celebrity lives. 

There is a reason people try to keep religion and politics away from polite dinner table discussions. 

The challenge is that the most toxic idols are often actually really good things. Money. Food. Sex. These are good things. But as many of us know, if they start to control us rather than serve us, our happiness, waistlines, and marriages may be in trouble. With this understanding we can affirm someone’s political activism and enthusiasm as a good thing. We can affirm a political ideology as broadly helpful, but critique it when it has clearly become an idol in someone’s life, commanding time, energy and in real senses – worship. 

There is a visceral quality to our present debates that goes far beyond the discussion of policies. The enraged offence and wild language thrown at the other side speak of a deep and unhealthy suffusion of our identities to these tribes. 

The reactions we see on social media are the reactions of a child when their iPad is taken away. It is primal. Bearing in mind the toxicity of the social media-scape, it is easy to see how tribes are needed for protection, but if our responses to every situation are the knee-jerk reaction of our tribe, then we leave no space for breath, reflection or even prayer. And there is certainly no time to consult some ancient wisdom. There is a reason people try to keep religion and politics away from polite dinner table discussions. Nobody likes their identity being questioned. But rather than avoid these subjects, could we instead be so rooted in our primary identity that a disagreement doesn't have to lead to the end of fellowship and embrace? 

Tom Wright often points out that in life we will always need progressive (things need to change) moments but at times we also need conservative (things need to stay the same) moments. History is littered with both being significant. To pretend that one is always more important than the other is intellectually vacuous.

Our 'othering' of them renders them less human in our eyes and we are then able to countenance appalling things happening to them,

The same is true of parenting. There are times when a progressive response is required (okay you can start eating solid food now) and times when a conservative response is required (no, we still don't pour milk on the laptop). On a more serious note, discussions around parenting styles that sit on a spectrum between earth-motherly co-sleeping and Gina Ford military drilling are another good example of when disagreements within and between families get visceral. Again, it is because we don't just feel that this is a theoretical discussion. So much of our identity is unhealthily tied up in our insecurities around parenting that we feel that our very person is being attacked. The political and parenting spectra are eerily similar. 

Failing to remember that we are all made in the image of God and all part of the one human family also leaves the door open to the next level of ugliness – it leaves us able to dismiss' those we disagree with. They become people who are easy to label, mock, and dismiss. Our 'othering' of them renders them less human in our eyes and we are then able to countenance appalling things happening to them. They may become people we would rather see removed from proceedings than have reconciled to us. We forget the words of theologian Vinoth Ramachandrara, who said that:  

"when you stand face to face with another human being, made in the image of God, you are standing in the presence of a vehicle of the divine".  

Yes we need to be part of earthly tribes, but we also mustn't lose our identity to the tribe.  

Article
Comment
Identity
6 min read

Identity is more than mere branding, ask WH Smith

It's not just nostalgia that's being generated by the retailer's demise

Roger is a Baptist minister, author and Senior Research Fellow at Spurgeon’s College in London. 

Cyclists and pedestrians pass in front of a WH Smith store front.

So, alas, no more WH Smith on the British High Street. Then, to add insult to injury, the chain of shops will be rebranded by the private equity firm, Modella Capital, as TG Jones. A move to ensure the stores retain “the same sense of family”. 

Really? 

I was surprised. Not by the news. We’ve seen so many once famous names disappear, another one is hardly noteworthy. But no, I was surprised by my reaction when I heard. 

I’m not quite sure what the emotion was. It nestled somewhere between 

“NO!” 

and, 

“They can’t be serious!” 

Somewhere between warm-hearted nostalgia and gob-smacked incredulity. 

I have loved Smith’s since forever. As a boy, in a small market town in Norfolk, the kiosk at our railway station was where I went to buy my Commando war story comics. As a teenager it was the music and video department I frequented. Then, newly married it was photo albums followed by all the school supplies of pencil cases and folders our growing family needed every August. Our memories exert a powerful influence on us. 

But the nostalgia goes deeper than that. It is a British institution. WH Smith and Sons, as I originally knew it, began life in 1792 in a news vending shop established by Henry and Anna Smith in Little Grosvenor Street in London’s Mayfair. 

Their grandson, William Henry (of the WH) joined the firm as a partner in 1846 and was responsible for their expansion through railway stations. Taking advantage of the boom in rail travel their first news stand was opened at Euston Station in 1848 by securing exclusive rights to operate with North Western Railways. This was swiftly followed with a similar deal with Midland Railways. 

Across the years innovative entrepreneurship has been part of who they are. They pioneered wholesale warehouse distribution through their sites in Birmingham, Manchester, Liverpool and Dublin. 

Then, along the way, in 1966 they introduced a 9-digit code to improve their book reference system. Eight years later their Standard Book Numbering (SBN) system had been universally adopted as the internationally recognised ISBN classification on the back cover of every published book. 

Their company history also includes novel initiatives like a circulating library, a travel agency, the DIY chain Do It All, a 10-year ownership of Waterstones, satellite TV with their own sports channel in the mid-1980s, and more recently, in-store post offices and the online personalised greeting card brand, Funky Pigeon. 

Smiths is a company that is deeply embedded in the life of our country. It’s deeply embedded in my life story too. Of course I’m going to feel nostalgic about it. But, do you know what, I can’t remember the last time I went into one of their iconic shops and actually bought something! 

And that’s probably it, at least in retail. Any nostalgia on my part is, at most, only of the wistful variety. 

As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change. 

While the High Street shops do remain a going concern, it is their travel hub network in airports across the world that make the serious money and will retain the WH Smith branding. Hence, the change of name to TG Jones and the source of my “gob-smacked incredulity”. 

Now it is easy to understand how a move from WH Smith to TG Jones makes a lot of sense. Modella Capital were swift to affirm that it is “business as usual”. All the stores will remain open, doing what they do now, with all the staff retained. Two initials and one of the most common surnames is replaced by two initials and one of the most common surnames. 

Now the juxtaposition of Smith and Jones is very tempting in its offer to reference specific 1970s or 1980s TV shows. From a marketing perspective it is so cheesy, at least to anyone over 60. But to put that aside: what is in a name? 

WH Smith is a 233-year-old company and remained in the hands of the family until 1972. It has a heritage that has real substance behind it. It is the genuine fruit of all that has gone before. TG Jones is a fiction. A necessary invention to fill the gap, to provide a new name in place of an original that has migrated elsewhere. As Charlotte Black, chief strategy officer at Saffron Brand Consultants observed: 

“It feels incredibly close, a poor mirror of WH Smith and not necessarily very well thought through … I would say it feels hasty – an ‘insert here’ strategy – and a bit of a missed opportunity.” 

Ultimately, it’s about identity. Superficially it appears that a genuine history is being supplanted by pure fabrication. Any “sense of family” in TG Jones is vacuous because TG Jones never existed. There is no back story. 

WH Smith, on the other hand, does have a back story. Yet, having been a company run by shareholders since shortly after the second world war, how real is the “sense of family” there either? This is not the proverbial ‘mom and pop’ store. It is actually a corporate leviathan. There might be a sense of rootedness in the name, but a “sense of family” disappeared a long while ago. 

Now, with the name gone, the High Street shops have even lost that sense of rootedness, however tentative it had become. Where does that leave their identity? I’m sure the branding consultants and marketing departments have been all over this. However, identity is not established just by saying that something is so. 

Thinking about Smith becoming Jones then sent me down a rabbit hole of thoughts. So, bear with me here. 

We all know about identity because we all have one. 

At any given moment in time we are the product of a complex interplay of things. From our families and where we grew up, to the choices we’ve made and those that are foist upon us. The experiences we’ve had shape us. They make us into the people we are and help define our identity. 

Yet nothing is set in stone. There is something intrinsic to life that is dynamic, ever-changing and open to all kinds of possibilities. It is dynamic and multi-dimensional and alive to endless possibilities. 

In this sense, life is not deterministic, and our identity is not fixed. How we see ourselves and how others see us can change. As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change. 

That change can be evolutionary or revolutionary, it can come from inside ourselves, or result from our responses to what comes at us from outside. Life is a constant process of becoming who we are. Our choices matter. They have consequences. Nothing stands still. 

The possibility of turning life around, the opportunity of making fresh starts and hopeful visions for a better future have proven to be the bedrock of human resilience. The essential ingredients to ‘pick yourself up, dust yourself off, and start all over again’, to quote the famous 1930s standard. They’re also foundational insights that underpinned what Jesus stood for and taught. Proven across the range of human life, activity and ingenuity 

But back to TG Jones, I think I’m with Charlotte Black, the renaming is hasty, ill-thought through and a missed opportunity. Maybe the name will go the same way as Royal Mail’s abortive makeover as ‘Consignia’ in 2002. Identity is more than branding; we will know it by its fruit. 

In the meantime, when the new regime has established itself, I may swing by to see what they’ve done with the old place. 

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