Labour’s latest pre-election gimmick, fired out to everyone on their mailing list this morning, is a customisable, fill-in-the-blanks placard, designed to be shared on social media so that the recipient can quickly and conveniently boast to their friends about just how morally superior they are for voting Team Red.
Click the link and you are taken to a page where you are invited to pick your top reasons for supporting Ed Miliband – “I’m an NHS-loving, inequality-rejecting, fair tax-demanding, Lib Dem-distrusting, Bedroom Tax-scrapping kinda guy” – in order to generate your own personalised pro-Labour profile, like some kind of ghastly political dating app.
You couldn’t ask for a better example of the vacuousness and ideological bankruptcy of the modern Labour Party.
For many activists – the regular folk who chip in small donations, put up posters and share bilge like this on social media – it’s no longer really about helping the poor and disadvantaged, and wanting to improve their lot. That worthy aim has been supplanted by a far more pressing goal: being seen (on social media, most importantly) and recognised by others as a “compassionate” and generous person – albeit generous with other peoples money.
It’s no longer about finding real lasting solutions to the housing crisis or inequality or the education gap or healthcare. It’s about being seen to be saying the “right” thing, whether it represents a coherent, workable policy or not.




