Abstract
In October 2000, Penguin launched Zadie Smith's novel White Teeth. In the same month, Headline Review released a novel by Joe Pemberton. It was called Forever and Ever Amen. This article traces the differing fortunes of these two British novels and seeks to understand why Forever and Ever Amen, which was also a critical success, came nowhere near the sales or popular acclaim of White Teeth. It examines the commercial and (multi)cultural logic by which novels are coded as worthy of national and international readerships by corporate publishers and high street retail outlets. Emphasizing the significance of many black British novels that emerge from non-metropolitan glocalities, the author calls for a sustained focus by literary scholarship on the discomforting links between the political and literary economy. Most particularly, novels such as Pemberton's invite popular and critical engagement with what James Procter has described as “devolved” diasporic cultures throughout Britain.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
