Vote Leave Facebook ad, fair use
Boris Johnson’s weaponisation of the burqa came on the heels of new revelations about the propaganda strategy of the Vote Leave campaign which he fronted in the 2016 referendum. I argued here at the time that Vote Leave’s official television advertisement, the most high-profile item of Leave propaganda, was a skillful racist amalgam.
During the referendum, we knew that Vote Leave was sending a huge number of targeted social media messages. Its strategist Dominic Cummings now says there were 1.5 billion, with a large number directed at just 7 million voters in the final days of the campaign, but these were under the radar for pro-EU observers in 2016.
However, following the twin scandals around Facebook, Cambridge Analytica and AggregateIQ, and Vote Leave’s breaches of election spending laws, Facebook supplied Vote Leave’s advertisements to Westminster’s Media, Culture and Sport committee. It is now possible to see that the TV ad was the centrepiece of a vast multimedia effort centred on a nuanced orchestration of racism to swing the Brexit vote.
How racism in the Leave campaign has been misunderstood
This third scandal is possibly the most serious of all for British democracy, yet to appreciate it we must revise our ideas on the role of racism in Brexit. During and after the referendum, pro-EU politicians and commentators largely identified racism with the UKIP-linked Leave.EU, which was responsible for what became an emblematic moment, the unveiling by Nigel Farage – just after the assassination of the Labour MP Jo Cox – of the notorious ‘Breaking Point’ poster which used a photograph of Syrian refugees to represent migration into Britain. Vote Leave distanced itself from the poster: the co-convenor of its campaign committee, Michael Gove (then as now a cabinet minister), said that he ‘shuddered’ when he saw it.
Moreover, Leave.EU attacked Vote Leave for giving insufficient priority to immigration and critics have largely taken their attacks at face value, accepting the idea that Leave.EU was racist, Vote Leave not. When a wave of physical and verbal aggression erupted, political blame focused on the secondary campaign fronted by Farage and funded by Arron Banks. Indeed Tim Shipman recounts that Leave.EU advertisements were ‘deliberately sent to supporters of the British National Party and Britain First’, the racist group to which Thomas Mair, Cox’s murderer, was linked because he cried ‘Britain first’ as he killed her (All Out War, p.408).
However the focus on Leave.EU, the extreme right and hate crimes misses the role of the campaign which was officially recognised by the Electoral Commission and led by Conservative ministers and Labour MPs: Vote Leave. In the biggest TV debate on 20 June 2016, Sadiq Khan, the Mayor of London, accused Vote Leave leaders of ‘Project Hate’, a rare calling-out of their campaign at the time. We can now see how right he was.
How Vote Leave’s TV and Facebook propaganda combined
By then Vote Leave had shown its TV election broadcast repeatedly on different channels over four weeks, starting on 23 May. Beginning with lurid graphics representing the immigration threat of Turkey and Balkan countries joining the EU and the £350 million the UK allegedly paid the EU each week, it climaxed with split screen film showing (staying within the EU) a surly foreign man elbowing a tearful elderly white woman out of the queue in an Accident and Emergency department, while (leaving the EU) the woman is contentedly treated without having to wait. This film was on YouTube as recently as the spring of this year, but appears to have been removed since the scandals of the Vote Leave campaign were exposed. The importance of this broadcast is that it was shown, as law required, on all terrestrial public channels and therefore accessible to almost all the electorate, including older voters, a major target audience many of whom did not use social media.
A still from Vote Leave's TV ad. Fair use.
The new information published by the DMCS committee shows how Facebook propaganda complemented this broadcast. While Vote Leave’s hundreds of Facebook advertisements included a wide range of issues, the largest cluster focused on immigration, Turkey and the linked £350 million claim, and widely re-used graphics and images from the broadcast in material posted to targeted subsets of users. Images of Johnson (the only featured politician) were used with apparently liberal, democratic slogans such as ‘I’m pro-immigration, but above all I’m pro controlled immigration. In the EU the system has spun out of control. Join Me, Vote Leave’, and ‘Immigration must be controlled by those who the public elected and not the EU! On the 23 June they will get their chance to take back control.’
However alongside these were lurid advertisements like: ‘5.23 MILLION MORE IMMIGRANTS ARE MOVING TO THE UK! GOOD NEWS???’ (the viewer was invited to press a ‘YES’ or ‘NO’ button, and presumably ‘no’ respondents were targeted with further advertisements reprising the theme in one of many variations now revealed) and ‘Reason No. 8’ to leave the EU, ‘‘To stop convicted criminals from countries like Latvia and Romania coming to the UK’ (the button was: ‘YES, I VOTE LEAVE’).
In this differentiated propaganda, on the one hand immigration was presented as an example of ‘taking back control’ with the abstract theme of excessive numbers of migrants, and on the other as the threat of large numbers of new migrants arriving from undesirable places like Turkey and the equally distant, barely known Balkan states of Serbia, Albania, Macedonia and Montenegro. Each of these countries featured separately in mutually reinforcing advertisements, which may well have been posted sequentially to susceptible Facebook users.
‘Abstract stuff’ and emotive propaganda
The combination of an emphasis on numbers with more emotive, targeted tropes is not new. In his notorious 1968 speech, Enoch Powell asserted: ‘numbers are of the essence: the significance and consequences of an alien element introduced into a country or population are profoundly different according to whether that element is 1 per cent or 10 per cent.’ Powell always claimed to be ignorant of the term ‘race’, and in remarks around the same time which seem prophetic of contemporary Europhobic concerns, even suggested around the same time that clusters of Italians or Germans in British cities would constitute the same sort of ‘alien’ presence as large numbers of blacks.
Nevertheless, just as Vote Leave named Turks, Albanians and others, Powell made it very clear that he was talking about ‘Negroes’, evoking the fate of the sole ‘white (a woman old-age pensioner)’, living in a street taken over by these ‘aliens’: ‘She is becoming afraid to go out. Windows are broken. She finds excreta pushed through her letter-box. When she goes out to the shops, she is followed by children, charming, wide-grinning piccaninnies.’
The key here was that Powell needed to give the ‘abstract stuff’ about numbers, as the historian Randall Hansen calls it, human form to make it the emotional stuff of effective propaganda. It is difficult not to see Vote Leave’s broadcast with its focus on the plight of a vulnerable older white woman as homage to Powell’s exposition, and curious that Johnson, having notoriously also prattled about ‘piccaninnies’ and ‘watermelon smiles’, should now have referred to ‘letter-boxes’ in his attack on Muslim women. Whether or not they are consciously referencing Powell, they are following his playbook remarkably faithfully considering the changed circumstances.
Strategic role of immigration in Vote Leave’s campaign
More important than these historical parallels is the incontrovertible evidence that Vote Leave attached as much strategic importance to immigration politics as Leave.EU. Shipman demonstrates, using comprehensive interviews with leading participants, that the differences between the campaigns concerned strategy and timing rather than the principle of weaponising immigration. He shows that Cummings always understood that Leave could not win without making immigration a crucial plank, and that his aim was to establish Vote Leave’s respectable credentials by focusing on sovereignty and ‘taking back control’ before the official campaign, and then to introduce immigration in that final month as the killer argument which would concretise ‘control’ and widen Leave’s appeal.
Cummings himself writes: ‘Would we have won without immigration? No’, and confirms that the key argument was: ‘Vote Leave to take back control of immigration policy. If we stay there will be more new countries like Turkey joining and you won’t get a vote. Cameron says he wants to “pave the road” from Turkey to here. That’s dangerous. If we leave we can have democratic control and a system like Australia’s. It’s safer to take back control.’ He adds, ‘It is true that we did not do much on immigration before the 10 week official campaign. That is because ... we did not need to. It was far more important to plant other seeds and recruit support that would have been put off if we had focused early on immigration. Immigration was a baseball bat that just needed picking up at the right time and in the right way.’
However this ‘stagist’ characterisation is only half the story. Vote Leave also had in effect a two-level campaign, in which often lurid propaganda, much of it undercover, ran alongside the campaign figureheads’ abstract arguments about sovereignty and global Britain in their televised speeches for respectable audiences, and too much media coverage took the latter as representative. Yet with Vote Leave’s mainstream credentials and more nuanced range of material, its emotive propaganda is likely to have had a wider influence on voters than Leave.EU’s.
The allegation of racism
As the debate on antisemitism has emphasised, racism does not necessarily involve expressing explicit hostility to specific groups or a desire to harm them. Often it is implicit in the imagery used and the ‘smell’ of a certain kind of propaganda, as Jewish groups sometimes put it. Moreover while some people are racists, in an existential sense, today’s politicians are more usually involved in exploiting (or condoning) policies, propaganda and images which create hostility towards groups in society for their electoral purposes. The British Social Attitudes survey shows a stubborn persistence of racial prejudice in about a quarter of the population, a sizeable reservoir of support for any campaign which is tempted. The Tories, advised by Lynton Crosby, had already dabbled with dog-whistle politics in their ill-fated London Mayoral campaign earlier in 2016.
Vote Leave’s leaders were doubtless not personally hostile to Turks or Albanians, let alone Europeans as a whole. Nor will they have wished to cause hate crimes, which in any case would have rebounded on their campaign (as they feared had happened when Jo Cox was murdered). Their promise that EU citizens’ rights would be unilaterally guaranteed might even have been honestly intended, although in that case one would have expected more protests when Theresa May unceremoniously ditched it (neither Johnson and other Leave cabinet ministers in her government, nor Vote Leave’s co-convenors, Gove and the Labour MP Gisela Stuart, stood up for their campaign’s commitment when the matter was voted on in Parliament).
The decision to attack mostly hypothetical migrants rather than existing residents from EU states (except in material like the Romanian/Latvian criminals ad) showed what Vote Leave was trying to achieve. It fed the trope of excessive numbers without directly targeting people in UK society, which respectable Leave voters might have been uncomfortable with; it also minimised the danger of a powerful backlash from EU citizens and Remain. It was a neat way of conjuring an imaginary threat of a massive new wave of immigration which would play into fears which had been fanned over the years by the tabloids, Migration Watch, the Tory right and UKIP.
However this was not just about numbers. The image of the tearful old woman, which could be picked up even with the sound off, was more powerful than any figures. The focus on Turkey and the Balkan countries played into racist stereotypes: the otherness of people from distant, poor (and in Turkey’s case) Muslim-majority countries hardly needed labouring. It implied hostility towards Turks and Albanians in the UK, who had already experienced racism. It also implied hostility towards more than three million EU citizens by creating a threat to their residence rights and exposing them to the ‘hostile environment’ which May had created for migrant.
When Brexit led, predictably, to a large spike in racist abuse and violence against Europeans and ethnic minorities, the leaders of Vote Leave as well as Leave.EU must have had a pretty good idea of where it came from. Yet as they survey the mess Brexit is making of our country, it seems the lesson they are learning is: more of the same. Johnson’s doubling down showed that his offensive comments on burqas were no casual mistake, and the abuse faced by ordinary Muslim women was priced into the tactic. We must fear that there is more to come.