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Hell in a handcart Media

Sainsbury’s heats up lots of gammon for Christmas

It’s hard not to despair sometimes.

One of Sainsbury’s many Christmas adverts features a Black family; when the supermarket’s social media team posted the video to Twitter, it was immediately besieged by racists. As this is social media it’s unclear whether the racists were proper English racists or Russian bots and trolls. But the language used – banging on about Black Lives Matter, “wokeness”, “virtue signalling” and other right-wing tropes – wouldn’t be out of place in a Daily Mail or Spectator column.

The only good thing to come of this is that the racists are vowing (again) to boycott Sainsbury’s, which happens to be where I shop; ironically enough I’m planning to go there to get some gammon later on. But while the obvious jokes may be obvious, what’s also obvious is that far too many bigots are no longer ashamed of being bigoted. We’re moving backwards and too much of the press is pushing us in that direction.