The dangers of letting people become faceless

I’ve been thinking about the EU referendum campaign, and the failure of the remain campaign to counter the emotional tug of the (illusory) freedom offered by leave. They had the facts, the experts, but still they lost the battle of hearts.
There’s obviously no single reason for this, and no doubt books are already being written to explain it, but the one phrase that keeps coming back to me is ‘faceless bureaucrats’. Remain seemed to have let this trope into the conversation unchallenged, and I can’t help wondering why.
If someone is faceless, they lose their individuality, and become part of a process, humanity subjugated to the needs of the organisation they serve. There’s also a suggestion in the phrase that they are hiding, unwilling to be accountable and ‘face’ the people whose lives are affected by their decisions.
As far as I am aware, no representative of the EU ever publicly faced questions from the British public. Why didn’t Remain arrange this? Possibly, of the several thousand people employed by the EU, none of them had sufficient communication skills to face a hostile audience? Seems unlikely. Perhaps Remain were terrified of allowing a ‘foreigner’ to participate in ‘our’ debate, but isn’t that just playing into the narrow agenda of Leave?
There would have been risks, but if they had found someone fresh, persuasive and optimistic about Britain’s place in Europe, who is also a ‘bureaucrat’, it may, just, have challenged the damaging, dehumanising rhetoric of facelessness.
We’re all guilty of it, at times. When I get an email from management that annoys me, I chunter at the ‘bloody management’. But the email wasn’t written by management. It was written by a person, as I discover when I get off my high horse and bother to talk to them.
Of course, there are far more damaging forms of dehumanisation, and you only need to glance at social media to see both sides vigorously peddling stereotypes about the other.
But when campaigning for a cause, often the first thing we reach for is a human face- the most striking recent example of this being the refugee crisis. The Remain campaign’s failure to give the EU a human face played into the hands of its opponents, and was therefore a political, as well as moral, failure.

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