For all I know, [Dame Susan Devoy] may be a complete dud, or a wonderful race relations mediator. But whatever she is, you are being totally unrealistic passing judgement on her because she refused to appear on TV within a day of starting her (part-time) job.
Well, no. A part-time job that pays $270k per year? Someone appointed to a role like this should not need on-the-job training to be able to answer basic questions about it. Nobody is asking for detailed policy analysis or in-depth engagement with specific issues — only for broad discussion in principle, so we can get a sense of where she stands, and how her qualifications on race relations differ from those of some random person down the pub.
On previous performance I’d have thought there wasn’t that much to distinguish her from someone down the pub on these issues. But recently Toby Manhire dug up this wee gem from her autobiography, in which she reveals that the only thing preventing her from playing the “sunshine circuit” in apartheid South Africa was the threat of sponsorship being cancelled and that “media coverage could damage my reputation in this country.”
She also doesn’t think sports boycotts helped the situation there. Here are two people who do:
Dame Susan’s words were probably written in 1992, and it is possible she holds a different view now. I hope someone will ask her. But by 1992 the end of apartheid was already nigh, several years of negotiations to end it having already been undertaken between the government of FW de Klerk and Nelson Mandela (who had been out of prison since 1990). South Africa fielded a “non-racial” team at the 1992 Olympic Games in Barcelona — the first Olympics it had been permitted to compete in since 1960. The notion that sport had not been an important factor in its end is simply not credible, and was not credible in 1992 either.
So I know whose side I’m on. Still, it beats the Prime Minister’s claim that he didn’t know what side he was on. At least Dame Susan is open about her ignorance of the issue.
National’s initial Stop/Go TV ad is a pretty good one. Clean, to the point, not bogged down in detail but jampacked with symbolism:
Toby Manhire, writing on The Listener‘s excellent new website, has already done the analysis so I’ll quote him:
Red STOP Labour sign-guy looks a bit tense, uncomfortable, slouchily off-centre. His fist is closed, zip sloppily undone, and look at the state of those shoes.
He looks like he might just call in sick tomorrow because he feels like it, even though the countryâ€™s economy will suffer, while he just lies around, stuffing his face all day.
Green-blue GO National sign-guy looks comfortable but focused. Shoes are good. Sensible. Heâ€™s a little unshaven, but thatâ€™s because heâ€™s a bit like the All Blacks, donâ€™t you think? Like John Key is a bit like the All Blacks.
Check out the clouds, too. Fluffy, familiar things above Green-blue GO sign-guy; grey, foreboding, riskier bastards above that Red STOP man.
It can be no coincidence, whatâ€™s more, that the shadow GO Blue Green GO sign GO the All Blacks sign guy casts a shadow pointing where? The centre, people, the centre of the road.
But hang on a moment. The symbolism of a lazy Labourite and a clean-cut Tory is laid on a bit thick — and the scruffy old Labour guy looks just a tiny bit “ethnic”, if you know what I mean. Moreover the whole Stop/Go metaphor is a bit trite — trite enough that it was the basis for a satirical diary piece by David Slack in December last year:
And If you think about how traffic control actually works, the metaphor has coherence problems. Last night, Anna Hodge tweeted the following observation, which in hindsight seems so obvious:
Also, does National understand road works? Or fairness? You need sign-holding dudes with both GO *and* STOP to keep traffic flowing.
The more you think about it, the more tangled and incoherent the narrative gets. And yet for all its flaws the ad works. It relies on people not thinking too hard about it — upon audiences swallowing whole the top-level symbolic material Toby described, making what Stuart Hall called a hegemonic reading of the text. In Hall’s model the second audience position is a ‘negotiated’ reading — such as Toby’s analysis itself, which recognises the hegemonic aspects of the discourse but doesn’t necessarily accept them, and the third position is ‘contrary’; consciously reading against the text’s hegemonic meaning — what Anna did, as did those of us who responded to her observation.
A lesson from this is that reading a tightly-encoded text counter-hegemonically is hard work. Audiences are not sponges or “sheeple”; they will often take a negotiated position, but in general such a position doesn’t prevent the text from having some impact. This illustrates a point of strategy that my regular readers must be bored tears with by now: you can’t rebut a text like this head-on with wonkish facts and figures. Dry details about Labour’s record and plans on economic progress wouldn’t make a blind bit of difference to the effectiveness of this particular ad, for two reasons: first because the hegemonic material doesn’t lodge in the head, it lodges in the guts (it’s truthiness, not truth); and second because such a rebuttal implicitly accepts the framing of the original text, and that framing is half the payload. But subverting the paradigm, man, that’s where the action is.
I’m not suggesting a comprehensive strategy to counter the National party campaign could be composed around a response to one 15-second ad, but if a counter-strategy was to be composed, that’s how you’d do it. Don’t berate people for accepting the hegemonic position, or for negotiating: find ways to make them see it in a different light.