In The independent today, the Tories are using a consultancy called Pretty Little Head to help them attract more female voters. Well, it’s pretty brave for a start to actually build in irony to your own company name!! Although I’m pretty sure that many won’t get it!
But at least the Tories are trying something slightly less offensive to women than the Republicans – who thought that by just putting up a woman, any woman, even Sarah Palin, the 17 million women who voted for Hillary Clinton in the democratic primaries would switch their vote just like that.
No, gaining the female vote, if there is such a thing, is not just a matter of putting up female candidates. As I’ve mentioned before, being female is never just enough to get my vote, you have to do things that will benefit women as well.
So, back to the Pretty Little Head: well, having a quick look at their website, I’m not too offended. As a passionate sceptic of the concept of biological determinism and a strong believer in the power of nurture or socialisation (as it was called over 20 years ago when I took my ‘O’ level in sociology) I absolutely do not agree with their assertion that some of the differences between men and women are inherent gender (sic) differences. In fact, I am slightly worried that they don’t actually understand that gender, the social construct described by masculinity or femininity and sex, which is of course male or female, are different things.
I believe that the two socially constructed genders are different and that we are all socialised to a greater or lesser extent to conform to those genders. I think for some people it is easier than others. Those women of us who possess very strong, traditionally masculine behavioural traits (like logic, assertiveness, confidence) can find it very frustrating to have people make the assumption that they are not there just because we happen to have certain physical characteristics. Where as some men, who wouldn’t be able to recognise a logical argument if it came up and bashed them on the nose, only have to put on a suit to persuade people that there are in fact a very smart, stable and logical ‘businessman’.
Still although we all have masculine and feminine traits and very few of us manage to completely buck all our socialisation we get from our parents, our schools, our workplace, the telly etc, etc. Hence you get research like this that shows women know that society doesn’t like them asking for more and so they tend not to. And hence I’m still wearing impossibly high heels to work every day.
In addition, even if a majority of us do not naturally conform to these gender stereotypes, we are treated as if we do. We are stereotyped: blonde hair, must be ditzy: soft voice, must be meek; confident woman, must be a bitch. And because we are after all human beings the way we are treated impacts on the way we behave.
All of which means, that although I don’t agree with these two women that differences between men and women are rooted in biology, I do believe that men and women often respond to different things on the basis of how successful societal norms have been in determining acceptable behaviour. I think that because masculinity says the zero sum game is good and most politicians are men who have been socialised to think that masculinity is good, then we have an assumption that the zero sum game is the best; when instead, if we were to take a more feminine approach, perhaps we would not think that. And perhaps the world would be a better place for us all and not just those with established power and money.
Hence I think that any political party is well advised to look at how they can appeal to those with a more ‘feminine’ outlook and approach to life whether or not they happen to be male or female. Not just because it will probably attract new voters but because it will make the world a better place: for men as well as for women.
So, my guess is that identity politics is here to stay and we in the Lib Dems should ignore it at our peril. The fact that the Tories are looking at it already doesn’t automatically mean it’s a shallow idea.

