I went to Cuba in 2007 to stay with a family in a casa particular in Verdado a nice suburb of Havana. It had been a major ambition of mine to visit the country and the trip was fantastic. But ever since I’ve been dying to get back and spend more time there, exploring the rest of the country.

Last  week I went to watch Che: Part I . Mainly because I’m a massive fan of Benicio del Toro. It’s an unusual film, not quite what I was expecting to be honest and if you have little or no prior knowledge of Che Guevara or the Cuban revolution, basically you’re f***ed. Coincidentally I heard  yesterday that one of the artists from Buena Vista Social Club, Eliades Ochoa – the one with the cowboy hat, is coming to

perform in Feb in my home town.

I’m so giddy. All roads are leading to Cuba. I see it in the dregs of my mojito – my future is in Cuba. 

I’ve recently been diagnosed with celiac disease which sounds much more dramatic and serious than it is, but one of the symptoms is an intolerance of wheat and gluten which has been making me feel very tired and nauseous.  This is an extreme blow , as one of my other passions in life is cake. I love it. Lemon drizzle, macaroons, fairy cakes, scones, you name it I can make it and eat it. Yessirree I take cake very seriously indeed. But you’ll know this already if you’re a regular to this blog and all about my future plans for a tea room called the Public Sphere after Habermas’ great work. I envisaged sparknotes on critical theorists and their key works on the menu, and a free weekly salon for debate on culture and life, in the Raymond Williams sense of the word. I suppose I could still do this and make all the cup cakes gluten free – but the wheat free flour doesn’t rise very well. No Cuba is where I’m headed in my dreams.

Since a lot of my research and growing expertise is in the field of identity formation and brands, I have been fantasizing about making an ethnographic film on such things.

One of the things which fascinated me so much during my 2007 trip to Cuba was the almost total lack of  marketing, and miniscule references in popular culture to consumer brands (Cuban or other) that we experience in The West.  Not suprising given  wages average about £15 a month and because of the embargos food and goods are rationed. Literally there isn’t anything to buy.

During my time in Cuba I recall seeing only a few billboards in Havana with government messages and political slogans, but no commercial advertising. I seem to remember there being 3 TV channels – all state owned. My land-lady made me watch universidad para todo every morning, which was on 1 of the 3 an educational channel. I saw one shop in the foyer of the hotel national selling palm olive soaps and some L’Oreal shampoo I think, and just one other store in a very smart touristy area of Havana selling trainers  There were definitely some real or fake Adidas and Nikes in amongst them, and that’s the only form of branded goods I recognized during my stay. However, I found something online which quoted

Business Week (August 6, 2001) ranked the top 100 global brands and stated that of these 64% were available in Cuba

So much of contemporary identity in the UK is signified through our relationship with consumption and engagement with the brands we choose. And yet Cubans have  a strong sense of identity that is both individual and group – national and local .To me a non cuban, this seemed to be in part constructed through music,family, baseball etc.

But Cuba is changing, and especially in light of Obamas’ hint at new policy on Cuba I feel this will alter soon. Who in Cuba will experience an increase in material culture if embargoes are lifted? Will this result in a a semiotic glut and how will this effect class relations?

So now I’m day dreaming about learning ethnographic film making techniques and looking for crash courses in Spanish…