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Virtues
5 min read

The corrosive effect of profuse profanity

The coarsening of speech prompts Yaroslav Walker to remember that what you say influences who you are.
An irate man holds a mobile phone to his ear while gesticulating with his other hand.
Malcolm Tucker makes his point.

“You breathe a word of this to anyone, you mincing f*****g C**T, and I will tear your f*****g skin off, I will wear it to your mother’s birthday party and I will rub your nuts up and down her leg whilst whistling ‘Bohemian-f*****g-Rhapsody’…right!?” 

This is my favourite Malcom Tucker line of all time. This is what Malcom might call, ‘top swearing’. The Thick of It exploded onto our screens in 2005, supposedly lifting the lid on the workings (or absolute lack of) of the twenty-first century British government. The show immortalised the sweary Scot Malcolm Tucker – supposedly partly based on real-life New Labour spin-doctor Alastair Campbell, and played to perfection by Peter Capaldi. The nation watched with a mix of horror and delight, enraptured by the best political comedy since Yes, Minister. However, unlike Yes, Minister, power in The Thick of It is not wielded through the obscurantist language of the elite Oxbridge-educated civil service, but through the terrifyingly unhinged and violent rantings of Tucker’s Svengali spin-doctor.  I can only assume that most people on the outside of government took it all with a pinch of salt – I certainly did. Surely, SURELY, it couldn’t be as bad as ‘that’!? 

Dipping in and out of the coverage of the UK’s COVID public inquiry showed me just how wrong I was. Civil servants and political appointees writing on WhatsApp were indistinguishable from eighteenth century press-ganged sailors in a tavern. The highlight was the testimony of Dominic Cummings, who was confronted with his use of the saltier elements of the English language: “Due in large part to your own WhatsApps, Mr Cummings, we’re going to have to coarsen our language somewhat…” the investigating KC chided. “I apologise”, was the rather phlegmatic response.  

We were then given a tour-de-force of aggressive sweariness – ministers were called ‘useless f**kpigs’, ‘morons’, ‘c**ts’, and it was suggested that in the case of civil servant Helen MacNamara he would ‘handcuff her and escort her’ from Downing Street. Upon being asked whether this language might have contributed to a lack of effectiveness in the Downing Street COVID response, Mr Cummings denied the charge – he was just reflecting the prevailing mood…but of course such language did. 

He is very clear in teaching people that the words that leave their mouths have the power to bless them or damn them. 

We live in a culture where speech, especially public speech, has progressively been coarsened. The television ‘watershed’ excludes less and less offensive speech, performative profanity is now de rigueur for many celebrities and even some politicians, and there has emerged a real generational divide between those of my generation and the baby-boomers. We appear to have forgotten a basic rule that the ancients knew all too well: affect has effect. What you say influences who you are.  

What we say, just as what we do, impacts the sort of person we become and the virtues (or lack of them) that we build up and possess. If we look to Aristotle, we are introduced the concept of habitus. It isn’t just a habit – not just an activity that we engage in on a regular basis – but is a repeated behaviour that builds up our character, for good or for ill. This idea was taken up in some form by Augustine, Averroes, Aquinas, and even people whose name doesn’t begin with the letter A. Our speech, if repeated over and over again, moulds our character. Kind speech, lovely speech, righteous speech – repeated ad nauseum – will have as their end product a kind, a lovely, a righteous person. Violent speech, aggressive speech, coarse speech, will have as their end product a violent, aggressive, and a coarse version of the same. 

Going beyond Aristotelian categories to biblical ones, the use of language is often a favourite theme. The most famous Hebrew example is perhaps the commandment: “Thou shalt not take the name of the LORD thy God in vain…” Our speech is important to God, because it is a basic indicator of how we conduct ourselves – and so an indicator of who we are – and we ought to be conducting ourselves in the light of God’s will and God’s law: “Let the words of my mouth, and the meditation of my heart, be acceptable in thy sight, O Lord, my strength, and my redeemer.”  

As we move from the Old Covenant to the New, we find St Paul continuing this idea and extending the principle – our words reflect our relationship with God, and so will impact our relationship with other people (who are made in His image). He asks the Colossians that they speak ‘always with grace’, tells the Ephesians to avoid ‘filthiness…foolish talking…jesting’, and commands the Romans to always have a word of blessing ready rather than a curse. The community of holy people, living a life for God and for each other, can easily be destroyed by a cruel slip of the tongue – a fight can break out over even a mild insult. Perhaps this is why Jesus is quite so strict about speech – “But I say unto you, That every idle word that men shall speak, they shall give account thereof in the day of judgment.” He is very clear in teaching people that the words that leave their mouths have the power to bless them or damn them.  

Perhaps one of its recommendations could be that at the highest levels of national decision making, our leaders and officials always strive to behave with calm and considerate courtesy. 

“Do you think your description of your colleagues, the way in which you described them, their functions, their abilities, their talents, added to that dysfunctionality?” the KC asked Cummings. “No, I think the opposite…” came the slightly bewildered reply. But how could it not? How could speech that has been revealed to be so chaotic, so hostile, so unpleasant, and so callous contribute anything positive to the working environment? More importantly, and I don’t know Mr Cummings and am not making a statement on what his inner character and virtue actually is - how can it contribute anything positive to the person who utters it?  

The COVID inquiry has been set-up to teach us lessons on how to be better prepared to tackle the next pandemic. I pray that it succeeds in this aim. Perhaps one of its recommendations could be that at the highest levels of national decision making, our leaders and officials always strive to behave with calm and considerate courtesy, where speech is used to edify, support, and commend. I believe, and Scripture teaches, that if this is taken on as a vital lesson we will, not only be better prepared to steer the country through the crises of the future, but the entire tenor of our political and public life will be better – holier even. The good news is that it costs nothing to put this recommendation into practice...all it takes to get started is a kind word. 

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Identity
6 min read

Identity is more than mere branding, ask WH Smith

It's not just nostalgia that's being generated by the retailer's demise

Roger is a Baptist minister, author and Senior Research Fellow at Spurgeon’s College in London. 

Cyclists and pedestrians pass in front of a WH Smith store front.

So, alas, no more WH Smith on the British High Street. Then, to add insult to injury, the chain of shops will be rebranded by the private equity firm, Modella Capital, as TG Jones. A move to ensure the stores retain “the same sense of family”. 

Really? 

I was surprised. Not by the news. We’ve seen so many once famous names disappear, another one is hardly noteworthy. But no, I was surprised by my reaction when I heard. 

I’m not quite sure what the emotion was. It nestled somewhere between 

“NO!” 

and, 

“They can’t be serious!” 

Somewhere between warm-hearted nostalgia and gob-smacked incredulity. 

I have loved Smith’s since forever. As a boy, in a small market town in Norfolk, the kiosk at our railway station was where I went to buy my Commando war story comics. As a teenager it was the music and video department I frequented. Then, newly married it was photo albums followed by all the school supplies of pencil cases and folders our growing family needed every August. Our memories exert a powerful influence on us. 

But the nostalgia goes deeper than that. It is a British institution. WH Smith and Sons, as I originally knew it, began life in 1792 in a news vending shop established by Henry and Anna Smith in Little Grosvenor Street in London’s Mayfair. 

Their grandson, William Henry (of the WH) joined the firm as a partner in 1846 and was responsible for their expansion through railway stations. Taking advantage of the boom in rail travel their first news stand was opened at Euston Station in 1848 by securing exclusive rights to operate with North Western Railways. This was swiftly followed with a similar deal with Midland Railways. 

Across the years innovative entrepreneurship has been part of who they are. They pioneered wholesale warehouse distribution through their sites in Birmingham, Manchester, Liverpool and Dublin. 

Then, along the way, in 1966 they introduced a 9-digit code to improve their book reference system. Eight years later their Standard Book Numbering (SBN) system had been universally adopted as the internationally recognised ISBN classification on the back cover of every published book. 

Their company history also includes novel initiatives like a circulating library, a travel agency, the DIY chain Do It All, a 10-year ownership of Waterstones, satellite TV with their own sports channel in the mid-1980s, and more recently, in-store post offices and the online personalised greeting card brand, Funky Pigeon. 

Smiths is a company that is deeply embedded in the life of our country. It’s deeply embedded in my life story too. Of course I’m going to feel nostalgic about it. But, do you know what, I can’t remember the last time I went into one of their iconic shops and actually bought something! 

And that’s probably it, at least in retail. Any nostalgia on my part is, at most, only of the wistful variety. 

As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change. 

While the High Street shops do remain a going concern, it is their travel hub network in airports across the world that make the serious money and will retain the WH Smith branding. Hence, the change of name to TG Jones and the source of my “gob-smacked incredulity”. 

Now it is easy to understand how a move from WH Smith to TG Jones makes a lot of sense. Modella Capital were swift to affirm that it is “business as usual”. All the stores will remain open, doing what they do now, with all the staff retained. Two initials and one of the most common surnames is replaced by two initials and one of the most common surnames. 

Now the juxtaposition of Smith and Jones is very tempting in its offer to reference specific 1970s or 1980s TV shows. From a marketing perspective it is so cheesy, at least to anyone over 60. But to put that aside: what is in a name? 

WH Smith is a 233-year-old company and remained in the hands of the family until 1972. It has a heritage that has real substance behind it. It is the genuine fruit of all that has gone before. TG Jones is a fiction. A necessary invention to fill the gap, to provide a new name in place of an original that has migrated elsewhere. As Charlotte Black, chief strategy officer at Saffron Brand Consultants observed: 

“It feels incredibly close, a poor mirror of WH Smith and not necessarily very well thought through … I would say it feels hasty – an ‘insert here’ strategy – and a bit of a missed opportunity.” 

Ultimately, it’s about identity. Superficially it appears that a genuine history is being supplanted by pure fabrication. Any “sense of family” in TG Jones is vacuous because TG Jones never existed. There is no back story. 

WH Smith, on the other hand, does have a back story. Yet, having been a company run by shareholders since shortly after the second world war, how real is the “sense of family” there either? This is not the proverbial ‘mom and pop’ store. It is actually a corporate leviathan. There might be a sense of rootedness in the name, but a “sense of family” disappeared a long while ago. 

Now, with the name gone, the High Street shops have even lost that sense of rootedness, however tentative it had become. Where does that leave their identity? I’m sure the branding consultants and marketing departments have been all over this. However, identity is not established just by saying that something is so. 

Thinking about Smith becoming Jones then sent me down a rabbit hole of thoughts. So, bear with me here. 

We all know about identity because we all have one. 

At any given moment in time we are the product of a complex interplay of things. From our families and where we grew up, to the choices we’ve made and those that are foist upon us. The experiences we’ve had shape us. They make us into the people we are and help define our identity. 

Yet nothing is set in stone. There is something intrinsic to life that is dynamic, ever-changing and open to all kinds of possibilities. It is dynamic and multi-dimensional and alive to endless possibilities. 

In this sense, life is not deterministic, and our identity is not fixed. How we see ourselves and how others see us can change. As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change. 

That change can be evolutionary or revolutionary, it can come from inside ourselves, or result from our responses to what comes at us from outside. Life is a constant process of becoming who we are. Our choices matter. They have consequences. Nothing stands still. 

The possibility of turning life around, the opportunity of making fresh starts and hopeful visions for a better future have proven to be the bedrock of human resilience. The essential ingredients to ‘pick yourself up, dust yourself off, and start all over again’, to quote the famous 1930s standard. They’re also foundational insights that underpinned what Jesus stood for and taught. Proven across the range of human life, activity and ingenuity 

But back to TG Jones, I think I’m with Charlotte Black, the renaming is hasty, ill-thought through and a missed opportunity. Maybe the name will go the same way as Royal Mail’s abortive makeover as ‘Consignia’ in 2002. Identity is more than branding; we will know it by its fruit. 

In the meantime, when the new regime has established itself, I may swing by to see what they’ve done with the old place. 

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