The Brexit referendum campaign will be studied for decades to come for what it tells us about political campaigning in the social media age. There are so many themes and lessons worth exploring from the Brexit referendum that it is a bit overwhelming. The establishment versus the radicals, the young versus the old, the use of language, the missuses of facts and numbers, the lack of positive vision from either side…I could go on. The one that rises to the top today for me is a phenomenon that has been dubbed the ‘post-truth era’.
Brexit referendum: post-truth era
In many ways I am a spin-doctor. I help people make clear, understandable, convincing arguments. And I believe in a complicated world, when often the experts in corporations and organisations have lost the ability to speak in plain English, mine is a useful role. But one of the absolute tenets is ‘don’t lie’. (Another is, by the way, don’t personally attack your opponents, stick to the argument.)
What I saw in the referendum was one side putting time and money and thought into clear reasoned honest arguments and the other dismissing every reasoned argument with a flourish. Nick Cohen in the Guardian wrote this weekend a scathing piece about the attitude to truth of the two ex-journalists who led the Brexit campaign, Michael Gove and Boris Johnson. I have in the past been impressed with Boris Johnson as a communicator but my admiration waned after he was called before the Treasury select committee in March this year and so much of what he had said during the Brexit campaign was revealed as half-truths by the ‘dry as dust’ chairman Andrew Tyrie.
Brexit referendum: the lies
One lie that stands at the centre of the Brexit campaign was that £350m a week was being sent to the EU. It was disproved repeatedly but it was still being used right up to the end.
The bigger lie, the one that will define the next few years in British politics, is the one about immigration. The Brexit campaign has been fuelled by the public’s desire to ‘take back control of our borders’ and this Newsnight interview with MEP Daniel Hannan shows just how unlikely the ‘leave’ voting public are to get what they think they voted for.
However, perhaps the most sinister exchange of the whole campaign came in a Michael Gove interview with Faisal Islam on Sky News. It was put to Gove that “the leaders of the US, India, China, Australia, every single one of our allies, the Bank of England, the IFS, IMF, the CBI, five former NATO secretary generals and the chief executive of the NHS” were all against Britain’s exit. The response was: “I think the people of this country have had enough of experts”.
Encouraged by such talk, we now have a large proportion of the population who feel they are lied to all the time and are therefore disinclined to believe anything the establishment or mainstream politicians tell them.
Add to this the power of social media where any piece of information that strikes a chord will be repeated and recycled. To quote Jim Murphy in the New Statesman last year ‘in these emotion-fuelled insurgencies, peer-to-peer social media is increasingly the broadcaster of choice’.
And this is the nightmare vision of the post-truth era – outlined in a 2004 book by Ralph Keyes: The Post-Truth Era: Dishonesty and Deception in Contemporary Life. The summary states: ‘post truthfulness builds a fragile social edifice based on wariness, it erodes the foundation of trust that underlies any healthy civilization.’ Keyes wrote in 2004 ‘We are perilously close to the point’. I think we can safely say in the UK, in 2016, that point arrived.
- Dominic Cummings’ Lockdown Drive : Falling Foul of Fairness - May 26, 2020
- Stay Alert – A Perfectly Good Message - May 18, 2020
- Hostage to fortune: 20 thousand deaths would be ‘a good outcome’ - April 28, 2020
- Presenting online: lipstick and heels - April 2, 2020
- Risk Communications: COVID-19 case study - March 4, 2020
- The PM’s Media Silence: Strategy or Farce? - February 26, 2020
- Emily Maitlis – Airhead: Why all PRs should read it - February 10, 2020
- Greggs On A Roll - January 14, 2020
- Crisis Comms Management – Aussie PM gets it all horribly wrong - January 7, 2020
- Naming – A Misunderstood Art - December 11, 2019