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Saving “face” in China: modernization, parental pressure, and plastic surgery

Lindridge, Andrew and Wang, Chunfang (2008). Saving “face” in China: modernization, parental pressure, and plastic surgery. Journal of Consumer Behaviour, 7(6) pp. 496–508.

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DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1002/cb.267
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Abstract

Using adolescent women living and working in Shanghai, as our sample group, we argue that a consequence of a modernizing Peoples Republic of China are the cultural values embodied in consumption are increasingly representing Western consumption narratives. The extreme of this ideal is the consumption of the body through plastic surgery and the construction of an identity reflective of wider societal changes in China. Using an ethno-consumerist methodology and interviewing women in Shanghai, our findings indicated that participants were encouraged to undertake plastic surgery operations by drawing upon traditional Chinese cultural hierarchies, i.e. family and society, and a need to compete in a modernizing society. Plastic surgery was used by participants then to construct a future biography of themselves as the embodiment of a new China: perfect, successful and wealthy.

Item Type: Journal Article
Copyright Holders: 2008 John Wiley & Sons, Ltd
ISSN: 1479-1838
Academic Unit/Department: Open University Business School
Item ID: 26883
Depositing User: Andrew Lindridge
Date Deposited: 24 Jan 2011 14:37
Last Modified: 07 Mar 2013 04:18
URI: http://oro.open.ac.uk/id/eprint/26883
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