Remember SamCam? That’s tabloid-speak for Samantha Cameron, the wife of former Prime Minister David, and one of the stars of the 2015 General Election. Tory strategists deployed her as (in their own words) a ‘secret weapon’. She was seen meeting the voters, both with her husband and on her own. She gave interviews explaining why he was the right man to run the country. She made headlines when she revealed, during a visit to a Welsh brewery, that she’d been known to drink stout while she was pregnant. She wore clothes, which were duly discussed in all the papers.
By the end of the campaign, according to Loughborough University’s media watchers, Samantha Cameron was the 15th most talked-about person in press and TV election coverage. She was also the third most frequently-mentioned woman: the only women ranked above her were SNP leader Nicola Sturgeon (4) and the Green Party’s Natalie Bennett (12). SamCam got more attention than Plaid Cymru’s Leanne Wood, or than the most senior women in the UK’s two main parties. She was more visible than any woman who was actually a candidate in the election.
The women’s pressure group Fawcett criticised this focus on politicians’ wives (SamCam being the most prominent but not the only example) as part of its #viewsnot shoes campaign against sexist election coverage. It was generally agreed that the same trivialising treatment would not be dished out to a male Prime Ministerial consort: the following year, when an actual female PM took office, the Metro underlined the point with a satirical piece headed ‘Theresa May’s husband steals the show in sexy navy suit as he starts new life as First Man’.
But it seems we laughed too soon: the campaign strategists are back, and they’ve decided to weaponise Philip May. Last week he joined his wife on the sofa for an interview on the BBC’s early evening One Show. What followed was described by the Guardian as ‘a banal conversation [whose] aim was to present the Mays as a dull but dependable quasi-presidential First Couple’, while another critic called it ‘pure TV Valium’. But it was also a good illustration of the workings of the code I described in my last post.
The basic presupposition of this code is that female authority is unnatural and grotesque, threatening constantly to emasculate any man who comes within range of it. The resentment it generates is then expressed either through insults (‘such a nasty/bloody difficult woman’) or through ‘humorous’ references to archetypes like the nagging wife, the stern nanny, Miss Whiplash, Mummy and Matron. Women can either go along with this–join in with the joke, treat the insult as a compliment–or they can try to counter it by deliberately performing a more conventional and less threatening kind of femininity.
Theresa May has used the first strategy (telling us she planned to be ‘bloody difficult’ in the Brexit negotiations), and her appearance on the One Show with her husband was an example of the second. To see how it worked, let’s try a feminist decoding of some of the key, headline-grabbing moments.
I get to decide when to put the bins out. Not if I take them out.
“Ours is a normal marriage. At home my wife is in charge and she allocates me my chores. But in case I’m sounding henpecked, let me acknowledge that she does let me take the bins out at a time of my own choosing.”
Philip was a tad off-message here, casting Theresa as an archetypal She-Who-Must-Be-Obeyed. (The bin-soundbite was odd in another way, too: does anyone really think that putting out the bins features prominently on the Prime Ministerial to-do list? Personally I’ve always assumed that the bins at 10 Downing Street are removed by the secret service and destroyed in a controlled explosion.) But she quickly stepped in to limit the damage:
There’s boy jobs and girls’ jobs, you see.
“Ours is a traditional marriage, in which we play traditional roles. Putting out the nasty dirty bins is no job for a woman, just as cleaning shit-encrusted toilets is no job for a man. Just because I run the country and was once photographed in a ‘this is what a feminist looks like’ T-shirt, I wouldn’t want the British people to think I have no respect for ancient and illogical stereotypes. I’m a Tory, after all, and if that means I have to talk what I know in my heart is complete bollocks, so be it.”
Good catch by Theresa there: after her husband inadvertently made her sound like a bit of a bully, she immediately reasserted the key point that he is the man of the house. Though not, as he would go on to clarify, in the manner of a Victorian patriarch, or that bloke from UKIP who had to resign after calling women sluts because they didn’t clean behind the fridge:
If you’re the kind of man who expects his tea to be on the table at six o’clock every evening, you could be a disappointed man.
“Ours is a modern marriage: I’m the kind of modern husband who’s totally relaxed about his wife going out to work. Especially as we have staff.
So, we’ve addressed the whole domestic labour question, what other boxes do we need to tick to establish the correct degree of gender conformity? Ah yes…
I like buying nice shoes.
“I am the most powerful woman in Britain, BUT THAT DOESN’T MEAN I’VE LOST MY FEMININITY”.
I quite like ties.
“I am married to the most powerful woman in Britain, BUT THAT DOESN’T MEAN I’VE SUDDENLY DEVELOPED AN UNMANLY INTEREST IN FASHION”.
I don’t think it [the PM’s red box] has ever made an appearance in the bedroom. I’ve never had to shoo it out.
My wife’s job is not more important than our marriage, but if push came to shove I wouldn’t hesitate to tell her and her box what’s what. Also: I’m letting your reference to ‘the bedroom’ (just the one, then?) pass because it shows that ours is a normal marriage. But if you persist with this I will bore you to death.
Press commentators didn’t so much decode these remarks as write some more of the same code on top of them. In the Tory papers, the consensus seemed to be that the interview had helped to soften May’s steely image, making her seem more human (which was usually code for more ‘feminine’). As Quentin Letts put it in the Mail:
Theresa relaxed in [Philip’s] presence. She looked quite different from her normal, taut interview persona. Her eyes seemed rounder, her body language looser and happier than normal.
Reading this reminded me of an old advertisement which became a target for feminist protests in the late 1970s. It showed a woman walking down a street at night wearing a trench-coat, which she then unbuttoned to reveal that she was naked apart from her underwear (the product being advertised): the slogan was ‘Underneath they’re all Lovable’. In Mail-world, power does not make women lovable, and therefore it cannot make them happy: instead of trying to do important, stressful jobs, they should just follow their natural instincts, move to Stepford and let men
kill them and replace them with robots take care of them.
Meanwhile, left-leaning commentators focused disapprovingly on Theresa May’s reference to ‘boy jobs and girls’ jobs’. Apart from being crassly sexist, wasn’t it a bit rich coming from a woman who’s doing one of the ultimate ‘boy jobs’ in her capacity as the UK’s Prime Minister? Well, yes—but that was the point. If a right-wing woman has ambitions in the public sphere, it will always be prudent for her to reassure us that in private she’s as conventional as they come. ‘The nation needs me and I’ve dutifully answered the call, but I’m really just an ordinary housewife, cooking my husband’s tea while he puts the bins out. And by the way, shoes!’ There’s more rubbish in this kind of talk than there is in the aforementioned bins, but for as long as it plays well with the media and the public, Conservative women will go on spouting it.
You might be thinking, but is it really any different for the men? In 2015 they too (with the notable exception of Nigel Farage) dragged their families into their campaigns. The two Prime Ministerial contenders, David Cameron and Ed Miliband, both made high-profile appearances in their kitchens, as if to emphasise their credentials as loving husbands and hands-on fathers. As Emily Harmer pointed out at the time, though, the way this works is not the same for men and women. When a male political leader presents himself as a ‘family man’, he may be projecting a ‘modern’ masculinity, but he is also activating a more traditional patriarchal frame in which a father is the head and chief protector of his family. His private role is thus consistent with the public role he seeks (‘what I do for my family I will also do for the nation’). If he gets it right, his performance will appeal to both conservative and more liberal audiences.
For a woman like Theresa May, by contrast, this strategy is not available. What she has to prove to avoid being damned as a virago is that she doesn’t try to usurp her husband’s position at home–she sticks to the ‘girl jobs’ and leaves the ‘boy jobs’ to him. Yet she also has to convince us that she isn’t too feminine (too weak, too indecisive, too emotional) to do the ‘boy job’ of governing the country.
The effect of these contradictory pressures was apparent in the One Show interview, where May shifted awkwardly between her familiar ‘strong and stable’ message and the coyer, girlier mode that made such an impression on Quentin Letts. I’ll admit, I found it excruciating, and it looked as if the Mays did too. But I don’t think we can blame them, or the campaign strategists, for inflicting this spectacle upon us. The sexist attitudes on show in it were an accurate reflection of the sexist attitudes that pervade the wider culture, and especially the popular media. I look forward to a time when these will be consigned to the proverbial dustbin of history, but for the moment they seem to have got stuck in the recycling.