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Chinese consumers: The Romantic reappraisal

Profile image of Michael B GriffithsMichael B Griffiths
https://doi.org/10.1177/1466138110370412
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27 pages

Abstract

Drawing on evidence from Anshan City, Liaoning Province, the People's Republic of China, we argue that the recent commodification and proliferation of idyllicized representations of rurality, a trend that runs directly counter to the symbolic infrastructure of China's mass urbanization and industrialization, indicates a paradigm shift in Chinese consumer perceptions. We explore a theory of the 'Romantic reappraisal of Chinese consumer values', drawing upon the reappraisal of values ascribed to the 'Romantic period' which followed the industrial revolution in Britain and Western Europe in the late 18th century. Similarities and differences with this earlier shift are explored. One of the authors has spent several lengthy periods of ethnographic investigation in Anshan since 2005, drawing on networks from a wide range of social spheres.

Key takeaways
sparkles

AI

  1. The text argues for a 'Romantic reappraisal' of Chinese consumer values, contrasting urbanity with idealized rurality.
  2. Anshan City exemplifies consumer shifts amid urbanization, with a rich ethnographic basis from over 200 interviews.
  3. Recent trends show urban consumers seeking authentic rural experiences through restaurants and 'nongjiale' facilities.
  4. The commodification of rustic aesthetics reflects deeper socio-economic dynamics in contemporary Chinese society.
  5. Historical parallels to European romanticism illustrate changing perceptions of authenticity and order in consumer behavior.

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FAQs

sparkles

AI

What does the Romantic reappraisal reveal about urban-rural relations in China?add

The analysis finds that urban Anshan displays a shift where rural attributes are increasingly associated with authenticity and value in consumerism, suggesting a dynamic reversal in perceptions since 2006.

How do urban Anshan consumers perceive rural migrants?add

The study indicates urban residents regard rural migrants as disordered and dirty, a perception entrenched within cultural oppositions of self versus other.

When did significant shifts in consumer values related to rurality appear in Anshan?add

Notable changes emerged post-2006, with a rise in restaurants promoting 'rural' and 'natural' aesthetics gaining prominence among urban consumers.

What factors led to the rise of 'nongjiale' businesses in Anshan?add

The growth of 'nongjiale' reflects a consumer desire for home-cooked food experiences, emphasizing authenticity and a nostalgic connection to rural life since 2004.

What role does the hukou system play in rural-urban dynamics?add

The hukou system restricts rural migrants' access to urban benefits, reinforcing socio-economic disparities while fueling urban consumer aspirations for rural authenticity.

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