The only personification of his nation which the artisan of Oldham or Middlesbrough can recognise is the picture of John Bull as a fat, brutal, early nineteenth-century Midland farmer. One of our national symbols alone, the 'Union Jack,' though it is as destitute of beauty as a patchwork quilt, is fairly satisfactory. But all its associations so far are with naval warfare.
When we go outside the United Kingdom we are in still worse case. 'The United Kingdom of Great Britain and Ireland together with its Colonies and Dependencies' has no shorter or more inspiring name. Throughout the Colonial Conference of 1907 statesmen and leader writers tried every expedient of periphrasis and allusion to avoid hurting any one's feelings even by using such a term as 'British Empire.' To the Sydney Bulletin, and to the caricaturists of Europe, the fact that any territory on the map of the world is coloured red still recalls nothing but the little greedy eyes, huge mouth, and gorilla hands of 'John Bull.'
If, again, the young Boer or Hindoo or ex-American Canadian asks himself what is the meaning of membership ('citizenship,' as applied to five-sixths of the inhabitants of the Empire, would be misleading) of the Empire, he finds it extraordinarily difficult to give an answer. When he goes deeper and asks for what purpose the Empire exists, he is apt to be told that the inhabitants of Great Britain conquered half the world in a fit of absence of mind and have not yet had time to think out an ex post facto justification for so doing. The only product of memory or reflection that can stir in him the emotion of patriotism is the statement that so far the tradition of the Empire has been to encourage and trust to political freedom. But political freedom, even in its noblest form, is a negative quality, and the word is apt to bear different meanings in Bengal and Rhodesia and Australia.
States, however, constitute only one among many types of political entities. As soon as any body of men have been grouped under a common political name, that name may acquire emotional associations as well as an intellectually analysable meaning. For the convenience, for instance, of local government the suburbs of Birmingham are divided into separate boroughs. Partly because these boroughs occupy the site of ancient villages, partly because football teams of Scotch professionals are named after them, partly because human emotions must have something to attach themselves to, they are said to be developing a fierce local patriotism, and West Bromwich is said to hate Aston as the Blues hated the Greens in the Byzantine theatre. In London, largely under the influence of the Birmingham instance, twenty-nine new boroughs were created in 1899, with names—at least in the case of the City of Westminster—deliberately selected in order to revive half-forgotten emotional associations. However, in spite of Mr. Chesterton's prophecy in The Napoleon of Notting Hill, very few Londoners have learnt to feel or think primarily as citizens of their boroughs. Town Halls are built which they never see, coats of arms are invented which they would not recognise; and their boroughs are mere electoral wards in which they vote for a list of unknown names grouped under the general title adopted by their political party.
The party is, in fact, the most effective political entity in the modern national State. It has come into existence with the appearance of representative government on a large scale; its development has been unhampered by legal or constitutional traditions, and it represents the most vigorous attempt which has been made to adapt the form of our political institutions to the actual facts of human nature. In a modern State there may be ten million or more voters. Every one of them has an equal right to come forward as a candidate and to urge either as candidate or agitator the particular views which he may hold on any possible political question. But to each citizen, living as he does in the infinite stream of things, only a few of his ten million fellow-citizens could exist as separate objects of political thought or feeling, even if each one of them held only one opinion on one subject without change during his life. Something is required simpler and more permanent, something which can be loved and trusted, and which can be recognised at successive elections as being the same thing that was loved and trusted before; and a party is such a thing.
The origin of any particular party may be due to a deliberate intellectual process. It may be formed, as Burke said, by 'a body of men united for promoting by their joint endeavours the national interest upon some particular principle in which they are all agreed.'[[17]] But when a party has once come into existence its fortunes depend upon facts of human nature of which deliberate thought is only one. It is primarily a name, which, like other names, calls up when it is heard or seen an 'image' that shades imperceptibly into the voluntary realisation of its meaning. As in other cases, emotional reactions can be set up by the name and its automatic mental associations. It is the business of the party managers to secure that these automatic associations shall be as clear as possible, shall be shared by as large a number as possible, and shall call up as many and as strong emotions as possible. For this purpose nothing is more generally useful than the party colour. Our distant ancestors must have been able to recognise colour before they recognised language, and the simple and stronger emotions more easily attach themselves to a colour than to a word. The poor boy who died the other day with the ribbon of the Sheffield Wednesday Football Club on his pillow loved the colour itself with a direct and intimate affection.
A party tune is equally automatic in its action, and, in the case of people with a musical 'ear,' even more effective than a party colour as an object of emotion. As long as the Marseillaise, which is now the national tune of France, was the party tune of the revolution its influence was enormous. Even now, outside of France, it is a very valuable party asset. It was a wise suggestion which an experienced political organiser made in the Westminster Gazette at the time of Gladstone's death, that part of the money collected in his honour should be spent in paying for the composition of the best possible marching tune, which should be identified for all time with the Liberal Party.[[18]] One of the few mistakes made by the very able men who organised Mr. Chamberlain's Tariff Reform Campaign was their failure to secure even a tolerably good tune.
Only less automatic than those of colour or tune come the emotional associations called up by the first and simplest meaning of the word or words used for the party name. A Greek father called his baby 'Very Glorious' or 'Good in Counsel,' and the makers of parties in the same way choose names whose primary meanings possess established emotional associations. From the beginning of the existence and activity of a party new associations are, however, being created which tend to take the place, in association, of the original meaning of the name. No one in America when he uses the terms Republican or Democrat thinks of their dictionary meanings. Any one, indeed, who did so would have acquired a mental habit as useless and as annoying as the habit of reading Greek history with a perpetual recognition of the dictionary meanings of names like Aristobulus and Theocritus. Long and precise names which make definite assertions as to party policy are therefore soon shortened into meaningless syllables with new associations derived from the actual history of the party. The Constitutional Democrats in Russia become Cadets, and the Independent Labour Party becomes the I.L.P. On the other hand, the less conscious emotional associations which are automatically excited by less precise political names may last much longer. The German National Liberals were valuable allies for Bismarck during a whole generation because their name vaguely suggested a combination of patriotism and freedom. When the mine-owners in the Transvaal decided some years ago to form a political party they chose, probably after considerable discussion, the name of 'Progressive.' It was an excellent choice. In South Africa the original associations of the word were apparently soon superseded, but elsewhere it long suggested that Sir Percy Fitzpatrick and his party had the same sort of democratic sympathies as Mr. M'Kinnon Wood and his followers on the London County Council. No one speaking to an audience whose critical and logical faculties were fully aroused would indeed contend that because a certain body of people had chosen to call themselves Progressives, therefore a vote against them was necessarily a vote against progress. But in the dim and shadowy region of emotional association a good name, if its associations are sufficiently subconscious, has a real political value.
Conversely, the opponents of a party attempt to label it with a name that will excite feelings of opposition. The old party terms of Whig and Tory are striking instances of such names given by opponents and lasting perhaps half a century before they lost their original abusive associations. More modern attempts have been less successful, because they have been more precise. 'Jingo' had some of the vague suggestiveness of an effectively bad name, but 'Separatist,' 'Little Englander,' 'Food Taxer,' remain as assertions to be consciously accepted or rejected.
The whole relation between party entities and political impulse can perhaps be best illustrated from the art of advertisement. In advertisement the intellectual process can be watched apart from its ethical implications, and advertisement and party politics are becoming more and more closely assimilated in method. The political poster is placed side by side with the trade or theatrical poster on the hoardings, it is drawn by the same artist and follows the same empirical rules of art. Let us suppose therefore that a financier thinks that there is an opening for a large advertising campaign in connection, say, with the tea trade. The actual tea-leaves in the world are as varied and unstable as the actual political opinions of mankind. Every leaf in every tea-garden is different from every other leaf, and a week of damp weather may change the whole stock in any warehouse. What therefore should the advertiser do to create a commercial 'entity,' a 'tea' which men can think and feel about? A hundred years ago he would have made a number of optimistic and detailed statements with regard to his opportunities and methods of trade. He would have printed in the newspapers a statement that 'William Jones, assisted by a staff of experienced buyers, will attend the tea-sales of the East India Company, and will lay in parcels from the best Chinese Gardens, which he will retail to his customers at a profit of not more than five per centum.' This, however, is an open appeal to the critical intellect, and by the critical intellect it would now be judged. We should not consider Mr. Jones to be an unbiassed witness as to the excellence of his choice, or think that he would have sufficient motive to adhere to his pledge about his rate of profit if he thought he could get more.