China Made: Consumer Culture and the Creation of the Nation
by Karl Gerth
Harvard University Press, 2003 Cloth: 978-0-674-01214-1 | Paper: 978-0-674-01654-5 Library of Congress Classification HC430.C6G47 2003 Dewey Decimal Classification 339.4709510904
ABOUT THIS BOOK | TOC
ABOUT THIS BOOK
“Chinese people should consume Chinese products!” This slogan was the catchphrase of a movement in early twentieth-century China that sought to link consumption and nationalism by instilling a concept of China as a modern “nation” with its own “national products.” From fashions in clothing to food additives, from museums to department stores, from product fairs to advertising, this movement influenced all aspects of China’s burgeoning consumer culture. Anti-imperialist boycotts, commemorations of national humiliations, exhibitions of Chinese products, the vilification of treasonous consumers, and the promotion of Chinese captains of industry helped enforce nationalistic consumption and spread the message—patriotic Chinese bought goods made of Chinese materials by Chinese workers in factories owned and run by Chinese.
In China Made, Karl Gerth argues that two key forces shaping the modern world—nationalism and consumerism—developed in tandem in China. Early in the twentieth century, nationalism branded every commodity as either “Chinese” or “foreign,” and consumer culture became the place where the notion of nationality was articulated, institutionalized, and practiced. Based on Chinese, Japanese, and English-language archives, magazines, newspapers, and books, this first exploration of the historical ties between nationalism and consumerism reinterprets fundamental aspects of modern Chinese history and suggests ways of discerning such ties in all modern nations.
TABLE OF CONTENTS
Contents
<br>Maps, Tables, and Figures xiii
<br> Introduction 1
The Elaboration of the Movement 5/ "Chinese People Ought to Consume
Chinese Products" 13/ Overview 24
part i contexts and case study
1 The Crisis over Commodities and the Origins of the Movement 29
Foreign Exposure 33/ Symbolizing Lost Sovereignty 40/ New
Commodities as Conduits of Nationalism 49/ The Ideological and
Institutional Foundations of the Movement 57
2 Nationalizing the Appearance of Men 68
Ascribing Meaning to Men's Appearance During the Qing 74/ The
Visual and Economic Significance of Chinese Clothing 80/ Late Qing
Interpretations of Appearance 83/ The Appearance of Revolution,
1898-1911 88/ Nationalizing Appearance 93/ Lobbying for National
Clothing 105/ The Legacy of Nationalistic Appearance Under the Republic 111
part ii consumption as resistance
3 The Movement and Anti-Imperialist Boycotts, 1905-1919 125
Institutionalization: The Anti-American Boycott of 1905 127/ Early
Anti-Japanese Boycotts 131/ "National Humiliation" and Consumption
in 1915 133/ The Movement and Continuity Between Boycotts 145/
The Boycott of 1919 146
4 The Movement and Anti-Imperialist Boycotts, 1923-1937 158
Part I: Boycotts, 1923-37 159/ Boycott of 1925: The May 30th
Movement 168/ Part II: Standardizing the Meaning of "National
Products" 185/ The Practical Problem of Determining Product
"Purity" 187/ The Formulation of National Products Standards 192/
The National Products Standards of 1928 194
part iii the exhibitionary complex
5 Nationalistic Commodity Spectacles 203
Remaking Commodity Spectacles for the Nation 205/ Components
of the Exhibitionary Complex 208/ Creating Nationalized
Exhibitions 222/ Expansion Under the Nationalist Government 231
6 Creating a Nationalistic Visuality in the Exhibition of 1928 246
Making the Mythical 249/ Profiting from a National Polity 252/ The
Preparations 255/ Creating a Nationalized Space 258/ Mass Mediated
Spectacle 266/ People and Products on Display 269/ Communities of
Commodities Within the Nation 273/ Conclusion: A Commodity Nation 281
part iv nation, gender, and the market
7 Nationalizing Female Consumers: The Women's National
Products Year of 1934 285
The Image of the Consuming Woman 289/ A Year in the Life of a
Patriotic Female Consumer 309/ Contesting Representations of Women
as Treasonous Consumer 328
8 Manufacturing Patriotic Producers 333
National Products Movement Biographies 334/ A Capitalist with
Chinese Characteristics 337/ The Limits of Patriotic Production 345
<br>Conclusion 355
How Widely Elaborated Was the Movement? 358/ A Meta-
Movement 360/ Nationalistic Consumerism Viewed from North
America 363/ Nationalistic Consumerism in Contemporary China 366
reference matter
<br>Bibliography 371
<br>Index 425
Library of Congress Subject Headings for this publication: Consumption (Economics) China History 20th century, Nationalism China 20th century, Manufacturing industries China 20th century, Boycotts China History 20th century
China Made: Consumer Culture and the Creation of the Nation
by Karl Gerth
Harvard University Press, 2003 Cloth: 978-0-674-01214-1 Paper: 978-0-674-01654-5
“Chinese people should consume Chinese products!” This slogan was the catchphrase of a movement in early twentieth-century China that sought to link consumption and nationalism by instilling a concept of China as a modern “nation” with its own “national products.” From fashions in clothing to food additives, from museums to department stores, from product fairs to advertising, this movement influenced all aspects of China’s burgeoning consumer culture. Anti-imperialist boycotts, commemorations of national humiliations, exhibitions of Chinese products, the vilification of treasonous consumers, and the promotion of Chinese captains of industry helped enforce nationalistic consumption and spread the message—patriotic Chinese bought goods made of Chinese materials by Chinese workers in factories owned and run by Chinese.
In China Made, Karl Gerth argues that two key forces shaping the modern world—nationalism and consumerism—developed in tandem in China. Early in the twentieth century, nationalism branded every commodity as either “Chinese” or “foreign,” and consumer culture became the place where the notion of nationality was articulated, institutionalized, and practiced. Based on Chinese, Japanese, and English-language archives, magazines, newspapers, and books, this first exploration of the historical ties between nationalism and consumerism reinterprets fundamental aspects of modern Chinese history and suggests ways of discerning such ties in all modern nations.
TABLE OF CONTENTS
Contents
<br>Maps, Tables, and Figures xiii
<br> Introduction 1
The Elaboration of the Movement 5/ "Chinese People Ought to Consume
Chinese Products" 13/ Overview 24
part i contexts and case study
1 The Crisis over Commodities and the Origins of the Movement 29
Foreign Exposure 33/ Symbolizing Lost Sovereignty 40/ New
Commodities as Conduits of Nationalism 49/ The Ideological and
Institutional Foundations of the Movement 57
2 Nationalizing the Appearance of Men 68
Ascribing Meaning to Men's Appearance During the Qing 74/ The
Visual and Economic Significance of Chinese Clothing 80/ Late Qing
Interpretations of Appearance 83/ The Appearance of Revolution,
1898-1911 88/ Nationalizing Appearance 93/ Lobbying for National
Clothing 105/ The Legacy of Nationalistic Appearance Under the Republic 111
part ii consumption as resistance
3 The Movement and Anti-Imperialist Boycotts, 1905-1919 125
Institutionalization: The Anti-American Boycott of 1905 127/ Early
Anti-Japanese Boycotts 131/ "National Humiliation" and Consumption
in 1915 133/ The Movement and Continuity Between Boycotts 145/
The Boycott of 1919 146
4 The Movement and Anti-Imperialist Boycotts, 1923-1937 158
Part I: Boycotts, 1923-37 159/ Boycott of 1925: The May 30th
Movement 168/ Part II: Standardizing the Meaning of "National
Products" 185/ The Practical Problem of Determining Product
"Purity" 187/ The Formulation of National Products Standards 192/
The National Products Standards of 1928 194
part iii the exhibitionary complex
5 Nationalistic Commodity Spectacles 203
Remaking Commodity Spectacles for the Nation 205/ Components
of the Exhibitionary Complex 208/ Creating Nationalized
Exhibitions 222/ Expansion Under the Nationalist Government 231
6 Creating a Nationalistic Visuality in the Exhibition of 1928 246
Making the Mythical 249/ Profiting from a National Polity 252/ The
Preparations 255/ Creating a Nationalized Space 258/ Mass Mediated
Spectacle 266/ People and Products on Display 269/ Communities of
Commodities Within the Nation 273/ Conclusion: A Commodity Nation 281
part iv nation, gender, and the market
7 Nationalizing Female Consumers: The Women's National
Products Year of 1934 285
The Image of the Consuming Woman 289/ A Year in the Life of a
Patriotic Female Consumer 309/ Contesting Representations of Women
as Treasonous Consumer 328
8 Manufacturing Patriotic Producers 333
National Products Movement Biographies 334/ A Capitalist with
Chinese Characteristics 337/ The Limits of Patriotic Production 345
<br>Conclusion 355
How Widely Elaborated Was the Movement? 358/ A Meta-
Movement 360/ Nationalistic Consumerism Viewed from North
America 363/ Nationalistic Consumerism in Contemporary China 366
reference matter
<br>Bibliography 371
<br>Index 425
Library of Congress Subject Headings for this publication: Consumption (Economics) China History 20th century, Nationalism China 20th century, Manufacturing industries China 20th century, Boycotts China History 20th century