The First Little Emperors in the Postmodern(East) Mall - China

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The First Little Emperors in the Postmodern(East) Mall - China

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dc.contributor.author Liu , Wing Sun en_GB
dc.date.accessioned 2009-03-18T14:31:07Z en_GB
dc.date.accessioned 2011-01-25T17:27:07Z en_US
dc.date.accessioned 2013-03-21T13:01:49Z
dc.date.issued 2008-04-14 en_GB
dc.description.abstract This is an interpretive study that explores the potency of consumption culture in China through a selected group that belongs to the first generation of the one-child policy – the ‘Little Emperors’. This is a population that is unprecedented, not only in China but also in human history. The dawning of postmodernity has ushered in a consumption culture. Fashion and brands are chosen as the consumption sites in this study in view of their significance: they are accessible and inundated with symbolic meanings for the construction of identities. In the vertigo of postmodernity, there is a sudden excess of commodities and signs in the marketplace. Anchored in traditional Chinese values and operating from a holistic perspective, this first generation of Little Emperors has cultured a different kind of consumption literacy in the ‘Postmodern(Eas)t Mall’. They are brand raisers, in the context, there is a salient socio-cultural logic in symbolic consumption, an outside-in dialectical process in the self construct, a layered self with a strong institutional influence and discipline ascribed or imagined, they are happy consumers, even though they may not know fashion or brands very well. en_GB
dc.identifier.uri http://hdl.handle.net/10036/56293 en_GB
dc.language.iso en en_GB
dc.publisher University of Exeter en_GB
dc.subject Consumption en_GB
dc.subject China en_GB
dc.subject Fashion en_GB
dc.subject Brand en_GB
dc.subject Little Emperor en_GB
dc.subject Qualitative Research en_GB
dc.title The First Little Emperors in the Postmodern(East) Mall - China en_GB
dc.type Thesis or dissertation en_GB
dc.date.available 2009-03-18T14:31:07Z en_GB
dc.date.available 2011-01-25T17:27:07Z en_US
dc.date.available 2013-03-21T13:01:49Z
dc.contributor.advisor Schroeder, Jonathan en_GB
dc.contributor.advisor Elliott, Richard en_GB
dc.publisher.department Business School en_GB
dc.type.degreetitle PhD in Management Studies en_GB
dc.type.qualificationlevel Doctoral en_GB
dc.type.qualificationname PhD en_GB


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