Borkowski Media Trends: Starmer, Adolescence & Snow White

Don’t miss Mark Borkowski’s take on the state of PR, politics, and algorithm-driven communication chaos via Linkedin.

Starmer’s communications woes

It’s been a curious start to Starmer’s premiership from a political comms lens. Labour’s strong mandate to govern is beginning to face internal dissent, particularly recent proposed cuts to some of society’s most vulnerable. Having court backlash over winter fuel payments, Starmer’s recent proposal to reduce Personal Independence Payments (PIP), has angered many Labour supporters who expected “Change” from the last 14 years of the Conservative government.

The strategy appears obvious: frontload unpopular policies early while opposition is weak and a four-year buffer sits between now and the next election. However, justifying these policies that alienate Labour’s traditional voter base is a risky gambit. This is particularly true when it’s supported by attempting to switch the blame to the Tories, a line that was frequently repeated during the election build-up. Labour under Starmer might be losing control of the narrative because it is too easy for a disillusioned public to draw parallels to the Conservative’s austerity measures - a hallmark of Cameron’s government - an approach Starmer’s previously lambasted.

Starmer is flirting with rebellion, failing to reassure his MPs and the public that he’s in control. He was recently buoyed by a strong showing on the international stage, flexing his diplomacy game. However, this doesn’t grant a lack of focus on the domestic front, especially if he wants to build on this momentum.

It’s still too early to tell, but Starmer might be overlooking an opportunity for more effective communication. Many of Starmer’s ardent detractors might concede that the benefits system he plans on reforming has its flaws, especially against the backdrop of worrying studies that show four in 10 Gen Z are considering leaving work to claim benefits. However, the communication approach suggests Labour is taking its support for granted. His lack of charisma is creating headaches, which isn’t helped when it appears these controversial policy decisions will incite a lot of anger and frustration from his own MPs. While we’re still a long way out from the next election, Starmer’s reputation is at stake, and there is no doubt his communication strategy could use work.

‘Adolescence’ and toxic masculinity  

Stephen Graham’s latest project, Adolescence, is a cultural moment. The Netflix series isn’t your typical crime drama. It’s a raw, audacious commentary on the toxic ideologies feeding into the socialisation of young men.

The show begins with a shocking event but quickly moves beyond the crime to explore the deeper, more sinister factors at play - the rise of anti-feminist “red-pill” communities and their influence on young men. The show pulls no punches, digging into the online spaces that are increasingly shaping the views of Gen Z, feeding them dangerous, misogynistic ideas under the guise of masculinity.

This exploration couldn’t be more timely. Gareth Southgate’s recent speech at the BBC’s 46th Richard Dimbleby Lecture highlighted the urgent need to address the growing influence of toxic masculinity, with implicit nods to figures like Andrew Tate. Southgate’s remarks about the pressures young men face in the digital age align closely with the themes Adolescence tackles head-on. The show’s impact is so far-reaching that Keir Starmer has called for it to be shown in schools, recognising its value as an educational tool for today’s youth.

The series is a stark reminder of the role social media plays in shaping young minds. The Guardian recently covered the rise of incel culture, pointing to the way platforms like TikTok and YouTube Shorts amplify extremist views, especially among young boys. A recent study from Dublin City University’s Anti-Bullying Centre found that such platforms are quick to push anti-feminist and extremist content to young male users, with such content being shown within 23 minutes of use, feeding the very ideologies Adolescence exposes. The research also indicates that young men today are more likely to believe feminism has done more harm than good compared to previous generations.

Adolescence succeeds in its examination of a global issue that’s too often ignored. It challenges the viewer to confront the uncomfortable truth about how social media can warp perceptions and foster violence. Capturing the influence of online hate cultures shines a light on the broader societal issues affecting young men today.

Snow White and its many scandals

Typically, when a film is released, its press campaign usually entails organising a premiere, arranging press junkets and having the main cast talk to relevant media outlets. However, this has not been the case for Disney’s live-action remake of Snow White, a film that took almost a decade to make, now overshadowed by controversy surrounding its casting choices, depiction of the “Seven Dwarfs”, and comments from its lead actress, to name a few.

Instead of using PR to build excitement and drive box office sales, Disney has found itself amid a reputational crisis. The studio’s live-action remakes have been a heavily debated topic, while they often achieve strong box office performances, they also revive outdated stereotypes from earlier eras that many argue should be left in the past.

A recent Times article outlines Snow White’s PR disasters and Disney’s attempts to resolve them. To avoid controversy, the film has reportedly been made so inoffensive that early reviews describe it as “boring and bland.”

Mark Borkowski, quoted in the article, highlights the risks of trying to appeal to everyone by saying “Disney’s predicament “comes from this fear of being seen to be old.” We’re seeing more and more brands not genuflecting to their illustrious heritage but modernising. When you start to modernise something, you can alienate both traditional fans and the progressive audience.” An easy solution would be to stop remaking films from different eras.”

As Snow White heads into its opening weekend, it will be interesting to see whether the controversy will hurt or help its box office performance. Will the scandals scare off audiences, or will they drive more people to see the film out of curiosity?