I was familiar with the concept – living in Wales with its tiny media, political elite and intelligentsia makes it difficult not to be – but it was the ever excellent Gerry Hassan in his blog on the demise of the previously hegemonic institutions that ruled Scottish society – Glasgow Rangers, Royal Bank of Scotland, and the Labour Party – that familiarised with me a term for it: “succulent lamb journalism”.
It refers to the manner in which journalists, both print and broadcast, in effect collude by “refusing to risk their access and rights by asking difficult questions” of hegemonic and ruling interests while they “feast at the table” with them.
I fear the same is happening in Wales in respect of the legacy of sporting events. The term ‘legacy’ is being used as much genuinely as it is with abandon. There appears to be inconsistency across politics, the media, government-sponsored bodies and sports governing bodies about what legacy actually means, as distinct from what the legacy will be (e.g., more people taking regular exercise, a reversal of the sale of school playing fields, reduction in obesity, a cementing of class divide, etc.). That the latter debate is political and value-driven it is probably to be expected that the definition about what legacy means is similarly contested.
But when The Western Mail (25th August 2012) appears to agree with Visit Wales that the presence of five Chinese tourists on a Gower bus is proof of the legacy of the Olympics then my fears that succulent lamb journalism is alive and well in Wales prove well-founded. That the Chinese visitors quote the Olympics opening ceremony as the motive for visiting the Gower is not irrelevant, and is to be trumpeted, but a legacy it is not. It is merely impact of the games. Hopefully it is the sign of things to come; an increase over coming weeks and months of Chinese, and other, visitors. Only if the absolute numbers of Chinese visitors to Wales continues to increase or plateaus as a level higher than has been historically the case can we start to talk about a legacy for tourism.
Surely, The Western Mail should be challenging and scrutinising what vested interests are saying about their sector, rather than being a voicepiece for their PR. Indeed, it should be doing likewise across all sectors: economy, sports, health and education. Instead it appears to be in collusion with them.
Further proof is the lack of scrutiny of the legacy of the 2010 Ryder Cup. Much vaunted, and publicly-funded, talk of its legacy has tailed off completely. Quotes about American tourists, golf tourist visits, golf participation rates, and new demographies playing golf were plentiful in the immediate aftermath of the event. But have they been maintained? Have initial statistical ‘spikes’ translated into established trends? If not, then what was being labelled as ‘Legacy’ was merely ‘Impact’. It is principally, though not exclusively, the media’s job to hold the vested interests to account.
This is not to say there is not a role for the media in defining what legacy is and what it should be after such sporting events; that it must remain aloof to such discussions. I fear however that the media is disinterested in or disinclined to report from the grassroots where modest impact happens, and which aggregated together over time is what actually shapes a legacy. It prefers to talk about the millions of pounds, the investment: the ‘panoramic’. For that is what the top table talks about while it feasts. Neighbourhood level activity probably does not figure
There is, for instance, presumably no story forThe Western Mailin seeing how many young people, ethnic minorities or women from Ringland or Pillgwenlly are reguarly playing golf at local clubs and reporting what positive impact the sport has on their lives and aspirations. But if the media is not interested then community development workers are perfectly-placed to lobby, collectivise and mobilise communities to report it for themselves. They will hear people articualting a change in attitude because of Jade Jones or Mo Farah or because the Ryder Cup was in Newport. They will also witness how, when and to what extent this translates into greater participation in sport, citizenship or democracy activities. Community development workers will also be able to record and report the impact on crime, health and educational attainment that these choices end up having. If the media will not come to us, we must go to the media.
Community development workers too, however, need to be disciplined and balanced in what they believe is legacy or impact otherwise they run the risk of pulling up a chair and joining the succulent feast at the top table.