The Consumer Revolution in Urban China (Studies on China, 22)

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Summary: An insight into the sociology of consumption in China
Review: The consumer revolution in China is a relatively recent phenomena with the former state controlled society slowly moving to a capitalist market where the individual is beginning to exercise choice in his/her consumption decisions. Chinese consumer behaviour is therefore a relatively unchartered area and this collection of studies by 14 authors provides a socio-political context for a range of consumer practices. The studies range from a semiotic analysis of advertising for luxury housing in Shanghai to an analysis of the social impications of the emerging trends of adopting Western bridal wear, purchasing greeting cards, and visiting discos. The book helps the reader get under the skin of an otherwise impenetrable consuming society with anecdotes and insights not available anywhere else. It makes for highly absorbing reading and I would recommend it to anyone interested in gaining an understanding of consumers in this unique market