British National Identity in the 21 Century
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Intercultural Communication Studies XVII: 1 2008 Shi British National Identity in the 21st Century Tongyun Shi, Beijing Foreign Studies University Defining British national identity has never been an easy job as “being British is a variable ideology.” This paper aims to analyze how “Britishness” has been and is being reshaped in the new global context by the new Labor Party since 1997. The New Labor interpreted British national identity as a conjunction of historical past and political future, the past being British cultural heritage and the future referring to a “new and creative Britain.” Facing the challenges of the new information age and the country’s own ethnic and cultural complexity, New Labor led by Tony Blair responded with “rebranding Britain” into a democratic, creative, modern, and plural state. With regard to multiculturalism, great effort has been made to promote diversity, tolerance, and the sharing of core British values for integration. Influenced by recent tension resulted from terrorist activities, Labor is shifting more emphasis on the duty to integrate. Gordon Brown, the new Labor Prime Minister, is promising fairness in tapping everyone’s potential, so as to achieve harmonious fusion of people. The reconstruction of national identity calls efforts from all parts to contribute and compromise. Defining British national identity has never been an easy job. “Being British is a variable ideology,” as depicted by Richard Eyre (2004) in an article published in The Guardian. It is true that there has never been an unchanging definition of “Britishness.” Notions of “Britishness” have been challenged by post-WWII national and international trends such as the loss of empire, black and Asian immigration, entry into the European Union (EU), devolution, globalization, etc. For decades, the country has been facing the challenge of redefining or reconstructing “Britishness” in order to forge a more solid nation-state. At the turn of the century, the interpretation of British national identity as a conjunction of historical past and political future seems a safe ground with certain scholastic consensus. Morley and Robins pointed out in British Cultural Studies that the core about what exactly “Britishness” might be made to mean in the contemporary world is “a central dilemma about how to combine the past and the future” (Morley & Robins, 2001, p. 4). For the purpose of holding the country together and winning elections, appeals to national identity, particularly the defining of “Britishness”, have always been part of the party politics. It seems that to a certain extent it is left for the government to foster a feeling of “Britishness” among its citizens and it is the role of politicians to define what being British means. Therefore this paper aims to analyze how “Britishness” has been and is being reshaped in the new global context by the new Labor Party since 1997. Blair’s New Britain: Democracy, Creativity, Youthfulness In the notion of “Britishness” by Morley and Robins, the past refers to British cultural heritage, which has become “central to our understanding of who we are” (Morley & Robins, 2001, p. 8) and which is what Britain sells to tourists as well as media audiences; the future largely adopts the attitudes, values, and ways of life that the New Labor has been engaged in 102 Intercultural Communication Studies XVII: 1 2008 Shi promoting, best known of which is “creative Britain” (Driver & Martell, 2001, p. 464). To Labor modernizers, the Conservative appeals to “Britishness” they inherited, either the “putting the Great back into Britain” of Mrs. Thatcher or the Baldwinesque images of village cricket and warm beer from John Major in the early 1990s (Driver & Martell, 2002, p. 143), were seen as exclusive, nostalgic, and nationalistic. What they wanted to cultivate was an image of the British as free traders open to new ideas and new ways of living. Creating New Britain Facing the challenge of Britain’s displacement from the center of the world stage and trying to come to terms with its own ethnic and cultural complexity, the New Labor government, led by Tony Blair, in its initial period in office responded with a campaign of “rebranding Britain”—the creation of a “New Britain” with the country’s distinctive strengths in the creative and cultural industries, and the creation of a new image for Britain as “Cool Britannia.” In doing so, it meant drawing deep into the richness of the British character: “Creative. Compassionate. Outward-looking…Old British values, but a new British confidence” (Driver & Martell, 2002, p. 143). With devolution and Europeanization, Blair preferred to identify New Labor’s sense of “Britishness” with tolerance, openness, and internationalism, a kind of “enlightened patriotism” as he called it (Driver & Martell, 2002, p. 144). The strength of “Blairism” is its willingness to confront and keep pace with the changing times. In Tony Blair’s words, the Labor Party had to “modernize or die” (Driver & Martell, 2002, p. 223). The most notable aspect of the Labor modernization program is its constitutional reforms that which derive from a liberal pluralist tradition not shared by the previous Conservative governments. Blair argued in his Britain Speech on March 28, 2000: “True Britishness lies in our values, not unchanging institutions” and “It is not parliamentary sovereignty but parliamentary democracy that is central to British identity.” On devolution, which challenges the centralist culture of British politics, Blair held that “we are stronger together…Let Scotland and Wales do what they do best locally. Let the UK do what it is right to do together” (2000). On connection with Europe, he argued that “standing up for Britain does not mean being anti-Europe.” For him, “standing up for our country means… standing up for the core British values of fair play, creativity, tolerance, and an outward-looking approach to a world” (Blair, 2000). Added by the House of Lords reform, the incorporation of European Convention of Human Rights into British law, Britain is now moving from a top- down centralized country to a devolved and more democratic state. With written constitutions introduced for Scotland, Wales, and Northern Ireland, proportional representation in local assemblies and the Human Rights Act greatly empowering the judiciary and challenging the sovereignty of parliament, British constitutional reforms will be the most enduring political legacy of “Blairism” and look set to deepen in the next decade. The new British national identity Blair wanted to build, as analyzed by Driver and Martell (2002), mainly emphasized three aspects, namely, “patriots and populists in the ‘giving age,’ ‘creative Britain,’ and ‘the young country’” (p. 145-148). By “patriots and populists in the ‘giving age’,” Blair positioned the Labor Party as the “patriotic party” with a strong sense of history and tradition, as a “people’s party” (whose budget was named the “people’s budget”) serving public good and aimed to inspire a sense of community by 103 Intercultural Communication Studies XVII: 1 2008 Shi appealing to national pride underpinned by the collective values and institutions such as social justice and National Health Service. By “creative Britain,” Blair meant to tap the potential of the British nation as an inherently creative people for the historical inventions initiated in Britain. Lastly, “the young country” indicated the characteristics of being creative, inventive, dynamic, and forward-looking, which Blair wanted the country to be associated with in the age of globalization. In retrospect, New Labor has to great extent succeeded in inspiring the fairness, creativity and, modernity in British national identity. New Britain is a fairer society: Blair introduced a national minimum wage system to protect the basic interests of low-incomers and promoted reforms in social welfare and education, leading to considerable increases in the health service fund and education budget. New Britain is “creative Britain” in tune with the developments of a post-industrial information society, with its creative industry responsible for $157 billion out of $2.2 trillion of global revenues in 2000 (Howkins, 2002). Britain has displayed its particular strengths in creative work and innovations, whether in science or in the cultural industries, industries crucial to a service- and information-dominated post- industrial economy. Britain is leading the world in design, pharmaceuticals, financial services, and telecommunications (Driver & Martell, 2002, p. 147). Labor encouraged the hi-tech enterprises through tax cuts and invested more into education, especially equipping the schools with computers. The “young country” image boosted by the New Labor was an attempt to come to terms with modernity and to focus on contemporary culture and the industries of the post-industrial information society. Blair himself has been the first young Prime Minister to grow up in the 1960s. The Department of National Heritage under Thatcher government was changed under Labor into the Department for Culture, Media, and Sport. In appealing to the interests of the young, Labor designed their free entry to museums and art galleries. Greatly helped by innovations in digital technology, modern cultural industries in Britain were seen to have undergone rapid change and have played an important role in Britain’s long-term economic boom in the past decade. The fact that Spice Girls’ music could bring in more annual revenue to Britain than its entire iron and steel industry displayed both creativity and youthfulness of the country. Of course, everything has its two sides. Blair’s Britain image is felt to be too “London- based”, largely celebratory and too youth-tailored, “reducing national identity to a corporate brand” for sale (Parekh, 2000), which is a popular tendency for post-modern society. British Identity in Bidding for the 2012 Olympic Games To illustrate more vividly the image of Britain Blair has and Labor is still aiming for, I think the 2005 promotional film Make Britain Proud for bidding for the 2012 Olympic Games would serve as a good example, as Olympic bidding is based on the “model of national representation” (Polly, 2004, p.