Program Chair Declares Canteen Branding “A Complete (She)trayal of All Students”

Article by Simone James. Photos by Percy Yates, Kino Eyes, IADT.

IADT’s Canteen in the Digital Media Building. Photo: Percy Yates.

The all-years Teams chat for the Film and Television courses is far from the most exciting place on the web. In most cases, it’s reserved for weekly timetables, announcements of class changes, and booking gear.

At 2:12pm on September 16th, however, a completely unprecedented message was posted to the group’s 159 members by Head of Film and Television Jean Rice. Prior to this, she had, according to some students, taken time out of their classes on their first day back to outline her criticisms of the Digital Media Building canteen’s new branding.

“For those who know me,” her message begins. “I would never use Teams as a means of communication to display any personal feelings. However, in this instance, I feel compelled to cry from the roof tops and to rail against the indefensible.”

IADT’s newest building, with a footprint of 7,208sqm and the capacity to increase the college’s capacity by 600 students, was officially opened earlier this year by Minister for Further and Higher Education James Lawless. The new canteen, which the institute refers to as the “main campus restaurant,” began operating shortly before this with generic branding, in line with that of the old canteen. 

Shortly before the return of students this September, that branding was wholly replaced by new signage, decorations, and, the catalyst of Rice’s outcry, merch.

Advertised prominently next to the tills and on the uniforms of catering staff is the new canteen’s name - MiMa, claimed by some to be a riff on the slang used to refer to one’s mother. Selling t-shirts, aprons, tote bags, caps, mugs, bottles, and hoodies, it’s clear that those responsible were not expecting a negative reaction.

The merch advertised in MiMa. Photo: Percy Yates

One t-shirt, designed with “I’m not your mother. Put your tray back” was the particular point of contention for Rice, which, in her view, is a “complete (she)trayal of ALL STUDENTS,” citing the institute’s aims to be an inclusive campus. “To announce to the world that the ‘mother’ is the only person shouting the odds in a domestic set up is a reductive gender-frictation.”

The institute’s canteen is operated by an external company under tender by IADT. Mount Charles catering has been responsible for the management of catering services on campus, including coffee docks, since shortly before the new building was made available to students. While initially all staff in the canteen continued in their positions with the new company, there has been significant turnover since the changeover, including the long-time campus canteen manager who departed just before the summer. The branding, according to the Students’ Union President, was approved by Institute staff before Mount Charles took it to print.

Jean Rice, Head of Film and Television. Photo: Kino Eyes

“This is not a witch hunt for those responsible,” wrote Jean Rice, who has worked in IADT since 1997. “It is a plea to those in charge to recognise what may be a simple oversight and have it removed immediately.” Rice then asked for all of those who agreed with her to react to the Teams post with a thumbs up, which in her words would serve as a “de facto petition.” At time of writing, there are 44 thumbs up, 1 heart, and a single “100” emoji on the post.

Jean Rice’s Microsoft Teams Message. Photo: IADT

Students’ Union President, Lavender-Jane Gartlan, claims that her team was not consulted on the branding, and that she has spoken to Rice about the issue and is open to supporting her on further action. She described the controversy as “a perfect example of poor oversight and lack of awareness around misogyny,” agreeing with Rice that it needs to be changed. She believes that it is "embarrassing and does not represent the community IADT students foster.”

Jean Rice claims to have sent an email to President of the Institute, David Smith, citing her concerns, but as of September 17th, the “MiMa” merch remains on sale in the canteen.