Fishburn Hedges

31.08.2010

Like it or loath it, the phrase ‘big society’ looks like it’ll stick around for a while. Most people would say that as a concept and an expression, it’s not going to do the Conservatives much good with voters. 

I’m not sure. I reckon it could, just could, mean they sweep up a whole bunch of positive associations by the time people next have to choose their government. 

Stories like this one prompt that thought. A family bakery in the small town of Dunbar closed down, so a group of businesspeople and local volunteers set up a new bakery in its place, running as a social enterprise with volunteer staff and hundreds of small shareholders.  

It’s not quite what big society is supposed to mean. They’re making croissants, after all, not managing schools. But it’s the kind of thing that could quite easily come become associated with it: a group of motivated, community-minded people taking on the running of a local institution. 

The same goes for an upcoming initiative based just around the corner from FH towers, the People’s Supermarket. A bit slicker than the bakery, but why shouldn’t something based around volunteering and participation be seen as a big society idea?

This is why the big society could be such a great tool for political communications. 

It can be confusing on the doorstep, and risks being seen as a disingenuous way to disguise cuts. But it’s so vague, that almost any group of people anywhere in the UK, aiming to do almost anything generally positive can come under its name. It could become a catch-all byword for all activism, idealism, social good and community work.

Essentially, there’s no such thing as the big society: there’s just society. And most people tend to think society is a good thing. That can only help the party that came up with the phrase.  

Posted by Gordon Hector

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