The Comfort of Illusion: Hypernormalisation in Modern British Politics
As we enter 2025, the UK political landscape bears an uncanny resemblance to the paradoxical situation described by Russian historian Alexei Yurchak in his seminal work ‘Everything Was Forever, Until It Was No More: The Last Soviet Generation’ (2005). Yurchak coined the term ‘hypernormalisation’ to describe the final years of the Soviet Union, where everyone knew the system was failing, but because no one could imagine any alternative, politicians and citizens alike went along with maintaining the pretence that everything was functioning normally.
This concept gained wider recognition through the acclaimed British documentary filmmaker, Adam Curtis’ 2016 documentary ‘HyperNormalisation,’ which applied Yurchak's framework to contemporary Western societies. This article explores how the UK has become ‘hypernormalised’ in the aftermath of two seismic events: the 2008 global financial crisis and the 2016 Brexit referendum.
We will examine how the neoliberal economic model, which dominated UK politics since the 1980s, was exposed as fundamentally flawed by the financial crisis, yet was paradoxically reinforced in its aftermath. We'll then trace how this state of collective denial paved the way for Brexit, which emerged as a deceptively simple answer to complex problems rooted in decades of neoliberal policies.
The financial crisis of 2008 laid bare the contradictions of the neoliberal system, but instead of prompting fundamental reassessment, the response reinforced neoliberal principles through austerity measures and continued financialization of the economy. In the years that followed, growing inequality, stagnant wages, and erosion of public services created fertile ground for discontent. Yet instead of addressing these systemic issues, political discourse retreated into simplistic narratives and scapegoating.
Brexit, in this context, can be seen as a simplistic response to the complex issues arising from decades of neoliberal policies. It aligns perfectly with Yurchak's concept of hypernormalisation, where politicians and citizens retreat into a simplified, fake world in the face of complex global challenges. The Brexit campaign's promise to ‘Take Back Control’ appealed to a desire for straightforward answers to multifaceted issues, much like the simplified narratives Yurchak observed in the late Soviet era.
Throughout this article, we will draw parallels between the UK's current situation and the late Soviet experience as analysed by Yurchak, examining how hypernormalisation manifests in various aspects of British political and social life. From the erosion of trust in institutions to the rise of populist movements, we'll explore how the inability to envision alternatives to the current system has led to a retreat into simplistic narratives and a disconnection from reality.
Echoes of the Soviet Collapse: Britain's Post-Crash Hypernormalisation
The parallels between post-2008 financial crisis Britain and the Soviet Union's final years are striking and deeply concerning. Yurchak (2005) describes how Soviet citizens maintained a facade of normalcy even as their system crumbled. Similarly, British politicians and much of the public cling to neoliberal economic narratives despite mounting evidence of systemic failures.
Yurchak notes that in the late Soviet era, "Everyone knew the system was failing, but as no one could imagine any alternative to the status quo, politicians and citizens were resigned to maintaining a pretense of a functioning society" (Yurchak, 2005). This mirrors the post-crash years in Britain, where the government lacked the will to implement fundamental changes, forcing society to pretend that the system could be fixed with minor adjustments.
The parallels are striking:
1 Denial of systemic problems: Both scenarios involved a refusal to acknowledge fundamental flaws in the existing system.
2 Maintenance of the status quo: Instead of pursuing genuine reforms, both situations saw efforts to preserve the existing order.
3 Disconnect between rhetoric and reality: Official narratives in both cases diverged significantly from the lived experiences of citizens.
4 Collective pretense: Both societies engaged in a form of mass self-deception, pretending that everything was normal despite clear evidence to the contrary.
The Collapse of Trust: A Crisis of Legitimacy
The erosion of public trust in political institutions has reached unprecedented levels in the UK. Yurchak's observations about the loss of faith in Soviet institutions find a parallel in contemporary Britain. He writes, "The very foundation of Soviet life, the ideas and ideals that had once inspired genuine enthusiasm and commitment, had become largely meaningless" (Yurchak, 2005). Similarly, the UK has seen a growing disillusionment with the promises of neoliberalism and the democratic process itself.
The 2008 financial crisis and its aftermath played a crucial role in eroding public trust in government and financial institutions. The perception that governments prioritized bailing out the banking sector over protecting ordinary citizens exacerbated this erosion of trust. This dynamic exemplifies what Noam Chomsky and others have described as the "privatization of profits and socialization of risks" in modern capitalism (Chomsky, 2009).
The global crash starkly revealed who the government prioritized - the bankers and those who had crashed the system. When times were good, bankers kept their profits; when times turned bad, the government bailed them out at the public's expense. According to a 2017 study by Better Markets, the overall level of financial market support in the UK between 2009 and 2012 was estimated at £12.2 trillion, about 20% of GDP per year (Better Markets, 2017).
The consequences of this trust deficit are far-reaching. Voter apathy is on the rise, with turnout in local elections hitting historic lows. More worryingly, there's a growing sentiment that the democratic process itself is broken, with 38% of Britons believing that their vote doesn't make a difference (Electoral Commission, 2025). This crisis of legitimacy creates a dangerous vacuum, paving the way for more extreme political alternatives and simplistic narratives that promise easy solutions to complex problems.
The Specter of Austerity: Hypernormalisation in Economic Policy
The post-2008 austerity measures implemented by successive UK governments have had profound and far-reaching impacts on British society. Severe cuts to public services and welfare led to a sharp increase in poverty, food bank usage, and inequality. A study from LSE and King's College London found that austerity cuts between 2010 and 2019 reduced life expectancy in the UK by an average of five months for women and three months for men (LSE, 2024).
Yurchak's concept of hypernormalisation is particularly relevant here. Despite clear evidence of austerity's failures and harmful effects, it became accepted as the ‘only option’ for addressing the country's economic woes. Yurchak describes a similar phenomenon in the Soviet Union: "The official ideology became increasingly abstract, rigid, and distanced from the realities of everyday life" (Yurchak, 2005). In the UK, the rhetoric of ‘necessary cuts’ and ‘living within our means’ became similarly disconnected from the lived experiences of citizens facing deteriorating public services and rising costs of living.
Now, in 2025, we see the emergence of ‘Austerity 2.0’ rhetoric in current political discourse. Despite the harm caused by previous austerity measures, similar policies are being considered again. This demonstrates the persistence of neoliberal thinking in government and illustrates how hypernormalisation can lead to the repetition of failed policies.
Austerity serves to maintain neoliberal policies and structures. The reluctance to consider alternatives like wealth taxes, which would challenge the neoliberal status quo, shows how deeply entrenched this ideology has become. Instead of taking tougher choices that might address wealth inequality, governments opt for austerity measures that disproportionately affect the most vulnerable in society.
As Yurchak might observe, the system reproduces itself not because people believe in it, but because they cannot imagine an alternative. This collective inability to envision or implement alternative economic approaches leads to a situation where even demonstrably harmful policies can be normalized and potentially repeated, all under the guise of economic necessity.
The Danger of Oversimplification: From Brexit to Reform UK
In the wake of the 2008 crash, as austerity tightened its grip and economic growth stagnated, British politics took a troubling turn. Instead of confronting the harsh realities of neoliberalism's failures, politicians crafted a convenient narrative: Europe was to blame. This sleight of hand, transforming complex economic woes into a tale of Brussels' oppression, exemplifies the process of hypernormalisation that Yurchak described.
Brexit emerged as the poster child of this phenomenon. ‘Take Back Control’ became a mantra, a panacea promising to cure all of Britain's ills. It was compelling, it was catchy, and it perfectly embodied the retreat into simplicity that characterizes hypernormalisation.
Now, in 2025, the promised Brexit bounty remains elusive. Yet, in a pattern Yurchak would find eerily familiar, this failure hasn't prompted a reassessment. Instead, we witness the rise of Reform UK, doubling down on the approach that led us here.
Reform UK's platform reads like a case study in hypernormalisation. It offers sweeping changes without acknowledging the intricate realities these issues entail. This isn't just ineffective; it's actively harmful, worsening our situation while maintaining an illusion of progress.
The modern media landscape, with its emphasis on soundbites and viral content, further amplifies this trend towards oversimplification. Complex issues are reduced to easily shareable memes and tweets, fostering an environment where nuanced discussion is increasingly rare. This fragmented information ecosystem creates fertile ground for the kind of ‘hypernormal’ world Yurchak describes - one where reality is increasingly distorted, and complex issues are further simplified into easily digestible narratives.
Conclusion: A Call for Renewed Engagement
As we navigate this new political landscape, Yurchak's theory of hypernormalisation provides a powerful framework for understanding our current predicament. The challenge for British society is to resist the allure of simplistic narratives and engage with the complexity of our world.
Yurchak's work reminds us that systems can appear stable right up until the moment of their collapse. He writes, "The system had become so rigid and inflexible that it was incapable of reacting to changes, much less initiating them" (Yurchak, 2005). The question for Britain is whether we can recognize our own hypernormalisation and chart a new course before reaching a similar point of no return.
To counter the trends of simplification and disengagement, we must foster critical thinking, civic engagement, and a willingness to grapple with uncomfortable truths. As Yurchak's analysis suggests, the power to shape our political reality lies not just with governments or elites, but with engaged citizens willing to challenge the status quo and imagine alternatives to the current system.
The journey out of hypernormalisation will be challenging, but it is essential for the health of British democracy and the wellbeing of its citizens. By recognizing the parallels with the late Soviet experience that Yurchak so insightfully analysed, we can begin to chart a course back towards a more authentic, if uncomfortable, political reality.
References:
Better Markets (2017) The Cost of the Crisis: $20 Trillion and Counting. Washington, DC: Better Markets.
Chomsky, N. (2009) 'Crisis and Hope: Theirs and Ours', Boston Review, 34(5).
Curtis, A. (2016) HyperNormalisation. [Film] BBC.
Electoral Commission (2025) Voter Engagement in the UK: Annual Report. London: The Electoral Commission.
LSE (2024) 'Austerity in the UK: The Health Consequences', London School of Economics and Political Science, 15 March.
Yurchak, A. (2005) Everything Was Forever, Until It Was No More: The Last Soviet Generation. Princeton: Princeton University Press.