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Home > History and Archaeology > History > History: specific events and topics > Social and cultural history > Reading Shenbao: Nationalism, Consumerism and Individuality in China 1919–37
Reading Shenbao: Nationalism, Consumerism and Individuality in China 1919–37

Reading Shenbao: Nationalism, Consumerism and Individuality in China 1919–37


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About the Book

Through a study of the readership of the most popular commercial daily newspaper in China during the early twentieth century, Reading Shenbao investigates ideas of nationalism, consumerism and individuality, looking at the relationship between advertising, modern lifestyles and changing social attitudes in China as it underwent modernization.

Table of Contents:
Table of Figures Acknowledgements Glossary Introduction Patriotism and Gracious Living in Tobacco Advertising Saving for Happiness - Individual Banking Accounts Advertisements The Modern Housewife - A New Kind of Shanghai Woman Shame, Guilt, and National Products Ziyoutan Revisited – The Literature Supplement and Its Writers Re-defining Shenbao's Readership Postscript: On ambivalent individualities Bibliography References

About the Author :
WEIPIN TSAI is a historian of modern China, specializing in political, regional trading and socio-economic interests from the late Qing to the Republican period, including globalization and colonial influence in China, and consumerism in daily life. She is currently a lecturer in the History Department of Royal Holloway, University of London, UK.

Review :
'Tsai shows convincingly that Shenbao reached out toward many different social groups and - for commercial reasons among others - sought to extend its audience to include ever new groups: by changing existing columns, such as the Random Talk to "May Fourth Spirit," for example (chapter 5) and by creating new columns (such as Spring and Autumn) not to lose old readerships either (and thus to preserve the type of literature that would be condemned by May Fourth protagonists as "mandarin duck and butterfly literature")... Tsai's book makes an important contribution by showing that the Shenbao reader was indeed much more diverse in class (and gender) background than is generally assumed.' - The Journal of the China Quarterly, Barbara Mittler


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Product Details
  • ISBN-13: 9780230019829
  • Publisher: Palgrave MacMillan
  • Publisher Imprint: Palgrave Macmillan
  • Height: 216 mm
  • No of Pages: 249
  • Sub Title: Nationalism, Consumerism and Individuality in China 1919–37
  • ISBN-10: 023001982X
  • Publisher Date: 30 Nov 2009
  • Binding: Hardback
  • Language: English
  • Returnable: Y
  • Width: 140 mm


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