How does the Caribbean Creole Cuisine advertise to the Ladywood constituency's superdiversity scene?

Rose, Charlene S. (2024). How does the Caribbean Creole Cuisine advertise to the Ladywood constituency's superdiversity scene? University of Birmingham. Ph.D.

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Abstract

This research asks how do Caribbean restaurants and takeaways use their signage to advertise to the superdiverse Ladywood constituency. This thesis builds on the insights of Cook and Harrison (2003) who explored the success of Caribbean produce and questioned whether such success is confined to placement in British supermarkets and catering to mainstream tastes. By addressing this question, their study highlighted the potential for Caribbean produce to appeal to an alternative diverse and global market. Whilst this thesis does not focus on the success of the Caribbean restaurants and takeaways it does focus on the potential to serve an alternative superdiverse audience in the Ladywood constituency.

Employing photography and Kress and Van Leeuwen’s (2006) Visual Grammar Framework, this study asks how do Caribbean restaurants and takeaways use their signage to attract the superdiverse Ladywood constituency whilst examining how the Caribbean creole cuisine evolves within an increasingly diverse locale.

Several ways were discovered in which Caribbean eatery signage targets a superdiverse audience. The implementation of delivery systems broadened access to a wider socioeconomic audience, with delivery symbols serving as a commercial seal of approval. Additionally, the use of halal wording was notable, as many shops offered halal produce even when the religion does not have prominence in the Caribbean region. Third, the use of palm trees and Caribbean-associated colours underscored global meanings, as these symbols universally represent the Caribbean and hold significance in superdiverse areas.

Furthermore, the food images on the signage in this research are categorised into two groups: old creole and new creole. The old creole reflected the traditional Caribbean cuisine, influenced by other nationalities due to slavery, indentured servitude, and colonialism. Despite these historical connotations, the food offered something for many minorities, especially in the superdiverse Ladywood constituency due to cultural overlaps. The new creole incorporated British and American elements which have been added further since the arrival of the food to the UK, reflecting British and American influence and the varied generational diets within the Caribbean community.

Elements of the Caribbean eatery signage clearly advertise to the superdiverse Ladywood constituency through multimodal messaging that involves different sizing, colouring, and positioning of the different modes mentioned above. This thesis not only introduces superdiversity into the discussion of creolisation, but also creolises the concept of superdiversity itself, offering a minority Caribbean perspective on the concept.

Type of Work:

Thesis (Doctorates > Ph.D.)

Award Type:

Doctorates > Ph.D.

Supervisor(s):