In this book, Sherman Cochran reconsiders the nature and role of
consumer culture in the spread of cultural globalization. He moves
beyond traditional debates over Western influence on non-Western
cultures to examine the points where Chinese entrepreneurs and
Chinese-owned businesses interacted with consumers. Focusing on the
marketing of medicine, he shows how Chinese constructed consumer
culture in China and Southeast Asia and extended it to local,
national, and transnational levels. Through the use of
advertisements, photographs, and maps, he illustrates the visual
forms that Chinese enterprises adopted and the far-flung markets
they reached.
Cochran brings to light enduring features of the Chinese
experience with consumer culture. Surveying the period between the
1880s and the 1950s, he observes that Chinese businesses surpassed
their Western counterparts in capturing Chinese and Southeast Asian
sales of medicine in both peacetime and wartime. He provides
revealing examples of Chinese entrepreneurs' dealings with Chinese
and Japanese political and military leaders, particularly during
the Sino-Japanese War of 1937-45. The history of Chinese medicine
men in pre-socialist China, he suggests, has relevance for the
twenty-first century because they achieved goals--constructing a
consumer culture, competing with Western-based corporations,
forming business-government alliances, capturing national and
transnational markets--that their successors in contemporary China
are currently seeking to attain.
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