Article
Culture
General Election 24
Politics
4 min read

Ultra-processed politics fails to satisfy

No-hope manifestos, full of ugly policies, leave us craving something better.
Three piles of ready-meals sit on a shelf. One stack is blue, the next yellow and the third red.
Party food.
Nick Jones/Midjourney.ai

There are now less than two weeks to go before polling day, and the nation appears to have simultaneously reached the highest fever pitch of emotion and the absolute nadir of political scruple. The Tory campaign has been comically, awfully inept - announcements in the rain, D-Day, gambling fraud. The Labour campaign has been an odd blend of quasi-Confucian aphorisms (‘Stability is Change’…what is that!?) and a blank refusal to give much detail on any future plans and actions - almost offensive from a party that seems guaranteed to win a majority that would give it little resistance. The Lib Dem campaign has resembled a Centre Parks holiday, and I’m here for it!  

The recent Question Time of political leaders perfectly encapsulated the grim reality of this election campaign. The anger towards Rishi Sunak was palpable, and his pathological inability to not be defensive and snippy shone through. A total lack of any emotion was shown towards Kier Starmer (a void that again was filled with more anger towards Rishi Sunak), and his militantly practiced refusal to actually say anything of substance. Ed Davey was quite charming actually; but not enough to make the whole viewing process anything but depressing. 

Yet… 

This is our situation, and we must deal with it. This is OUR election, and WE MUST engage with it. Alastair Campbell - one half of the most listened to political podcast in the UK - regularly calls for compulsory voting. The ad campaign reminding people (especially young people) to register to vote has been incessant. Even the Archbishop of York has written an open letter in the Sunday Express encouraging everyone to register and to exercise their democratic duty. Why? What for? I find the entire cadre unappealing to the point of being odious. Reading the manifestos I was struck by two realisations: the space between so many of the policies was miniscule, and they were so bloody ‘ugly’.  

I don’t mean ugly like the loveless, jingoistic, cruel ramblings of Reform. The two main parties have produced manifestos that inspire no hope. They equate the fullness and completeness of the human social condition to the subtle movements of financial resources from one area to another. They are each proposing a almost identical economic foundation, with a few nods to the fact that ‘society’ and ‘human relations’ exist, like a Potemkin village designed to impress the visiting dignitary, ‘the voter’. Not only do they read like they were written by someone who cannot think five, maybe ten, years ahead; they read like they were written by someone who has a cold indifference to the transcendental concepts of ‘TRUTH’, ‘BEAUTY’, ‘GOOD’. The whole tenor of our political culture and conversation is the same three riffs on post-modern liberalism, played with dexterity and enthusiasm of a corpse. 

If you feel passionately about your community, and you know the issues, and you have a candidate you believe in, vote. If none of this applies, don’t worry, and don’t let anyone shame you. 

And yet I MUST vote? What for? Why must I be shamed into preforming the perfunctory routine of soul-destroying civic duty? Why must I be bullied into giving the correct sacrifice to the great and terrible God of ‘DEMOCRACY’ in the vain hope that this vicious, nihilistic titan of bureaucratic ineptitude might yet again bless the polis with five more years of alienation and sublimated resentment. 

The Christian message, the Gospel, is not antithetical to politics. The Gospel of Christ is about one’s whole life - body, spirit, soul, relationships, friends, family, enemies, strangers, work, play, sickness, death - and so it cannot be divorced from politics, because as people who live in a society we must encounter the ‘political’ every day. However, the Kingdom of God is a Kingdom and not a Republic. Jesus does not answer the devious questions of the Pharisees with a markedly uninformative screed on updating tax legislation, he says to ‘Render therefore unto Cæsar the things which are Cæsar’s; and unto God the things that are God’s.’ He speaks to the people about radical charity, freedom from worry and stress about today, about a community of absolute loving relationship where everyone is a mother, and sister, and brother to everyone else.  

I am called - just like I believe all people, as beloved creatures who’s end is being united with God in all eternity - to keep my eyes on the horizon of the absolute, the beautiful and peaceful Kingdom of Christ which is not for this world. This does not mean apathy towards politics or even to the current election. It does, however, mean that I cannot and will not be persuaded that finding this pathetic display of ineptitude, silence, exaggeration, and unpleasant divisiveness which we call a campaign, anything other than a waste of my time and energy. If you feel passionately about your community, and you know the issues, and you have a candidate you believe in, vote. If none of this applies, don’t worry, and don’t let anyone shame you. The Kingdom of God will not be built by the winner of the General Election. It will be built by Christ working through the love and relationships that form a community of charity and service…and you can’t legislate for that. 

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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