When Tony Blair first became leader of the Labour Party in 1994, the Sun newspaper, a British tabloid, took to calling him ‘Bambi’, presumably in the hope that the nickname would become established in the public consciousness. It did not, of course, for it lacked any kind of resonance with what people could believe about Blair. He wasn’t a child, his leadership was anything but childlike, and he lacked the requisite number of legs to be a baby deer. Not discouraged, the Sun was at it again in 2001, this time when Iain Duncan Smith became leader of the Conservative Party. In what was probably a desperate attempt to establish his man of the people credentials, it started to call him ‘Smithy’. A quite absurd conceit, given his double-barrelled name and former career as an army officer. Needless to say, this nickname didn’t catch on either, and almost universally in the UK media, Duncan Smith came to be known as IDS.

None of this is surprising. If your aim is to coin, ex nihilo, a name or epithet which quickly gains widespread public acceptance, the chances of success are not great. Even the media, with its ability to talk daily to massive audiences, fails as often as it succeeds. Thus, for every ‘Slick Willy’, you’ll find that there is a ‘Bambi’, for every ‘loony left’ a ‘Doris Karloff’.

This is a comforting thought for a secularist at the present time. For a rather unfortunate meme has lately infected the minds of some leading exponents of a naturalistic worldview. It is a meme which says that it would be a good idea if people without belief in things supernatural started to call themselves ‘brights’.

The meme started with two people from Sacramento, California. Though atheists, Paul Geisert and Mynga Futrell did not want to be referred to as being ‘godless’, so they came up with the word ‘bright’ to better describe their naturalistic worldview. Their hope is that other nonbelievers will also use the word, and that it will become an umbrella term for the whole range of naturalistic philosophies (i.e., atheist, agnostic, humanist, etc.). They have setup a website, The Brights Net (www.the-brights.net), to this end, and have attracted a number of high profile advocates, including Richard Dawkins and Daniel Dennett, both of whom have written articles supporting the idea.

It is easy enough to understand the efficacy of this meme. The naturalistic philosophies of the non-religious do not play the same kind of high profile role in political and civic life as do the supernaturalist ideas of their religious counterparts. This is the case particularly in the United States, but also in the United Kingdom, where, for example, assorted bishops get to sit on various ethics committees simply because they are bishops. Given this situation, any intervention which promises to raise the profile of naturalistic thinking is bound to be attractive at first sight. The trouble is that it doesn’t take too many more sights of the brights idea to realise that it is badly flawed.

First, ‘bright’ is just the wrong word. How it was chosen in the first place isn’t quite clear. It seems to have had something to do with the fact that it is a ‘positive’ and ‘memorable’ word; and also that it is sufficiently puzzling or enigmatic when used as a noun – ‘I am a bright’ –that it invites the response, ‘What’s a bright?’, thereby allowing a person to talk about their naturalistic worldview. But there are major problems with the word.
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