Brendan O’Neill seems to have had it up to here with the rainbow flag being used everywhere at all times, the unbearable annoyingness of Pride:
“Pride Flags, Commercial Street, Provincetown, Credit: Tim Grafft/MOTT” by Massachusetts Office of Travel & Tourism is licensed under CC BY-ND 2.0
I see the flag-shaggers are out in force. No, not working-class people who hang the Union flag from their living-room window as an expression of pride in their nation. I’m talking about the Pride flag. That omnipresent rainbow eyesore. A virtue-signal made cloth. The flag no one can escape. Yep, it’s Pride Month, which means that everywhere you go for the next four weeks – the bank, the supermarket, Maccy D’s – you’ll have this flag waved in your face to remind you not to be such a horrible, homophobic piece of shit. Happy Pride Month!
God, Pride has become annoying. It’s so gratingly ubiquitous. I haven’t seen this much smug flag-waving since 100,000 Guardian readers wrapped in the EU colours, tears streaking their blue-painted faces, descended on Whitehall to demand the cancellation of stupid northern people’s votes. And yet the people who cry “flag-shagger!” every time Keir Starmer stands stiffly next to the Union flag, or when Robert Jenrick goes on TV with a backdrop of showy British memorabilia, are curiously silent about the adorning of every building in the land with the bloody Pride flag.
You can’t move for rainbows right now. The Pride flag will flutter from town halls across the country. Some schools in Scotland will fly the flag for the whole month. I can’t be the only person who found the photo of school pupils wearing Pride face masks beneath a vast Pride flag somewhat chilling. It’s borderline cultish. Go to a cashpoint machine and you’ll be told about Pride. Coutts Bank on The Strand in London once painted its entire facade in the Pride colours. That was a very expensive way of saying: “We’re nice, I swear.”
Cops will wear Pride-coloured badges. They’ll do dad-dancing at Pride marches and everyone will go wild for it (except the Daily Mail probably). The army is getting in on the act. It is using Pride Month to showcase its British Army LGBT+ Network. If this doesn’t become a meme featuring someone in the Middle East saying “They say the next bombs will be dropped by people who believe in gay rights! Don’t you love progress!”, I will lose all faith in the internet. Even the Beano is flag-shagging. It posted a comic strip featuring Dennis the Menace in a Pride-coloured jumper. I preferred him when he was bullying Walter the Softy.
Snacks are propaganda now, too. Who can forget M&S’s Pride sandwich, which was basically a club sandwich with added guacamole (“Gays like guacamole, right?”). McDonald’s has created Rainbow-coloured boxes for its French fries, which was definitely one of the key demands of the radicals who took part in the Stonewall riot of 1969 that Pride is meant to commemorate. Skittles surely caused even Pride aficionados’ eyes to roll when they released limited-edition white versions of their sweets, because “we are giving up our rainbow to show support for the LGBTQ+ community”. (It is testament to the insanity of intersectionalism that the only complaint about this conceited act of corporate virtue-signalling was that the sweets were white.)
