Essay on Shanghai Baby: Gender, Market and Consumer Culture in Chinese Cities

Introduction

A century ago, the traditional Chinese culture endorsed gender inequality during the socialist era whereby the female child was forced into concubinage, child marriage, and foot-binding. However, modern Chinese culture has drastically evolved and has emancipated women from repressing them in the traditional setting. The Shanghai Baby, a novel by Wei Hui, portrays an image of the modern Chinese woman who is educated, economically empowered, well-dressed and independent. Education is a fundamental aspect of women empowerment because it gives them economic opportunities leading to their success. Moreover, the modern Chinese woman depicts a new age of femininity where the female gender does not shy away from expressing sexuality as evident in Shanghai Baby. Therefore, women independence and female empowerment is the new cultural dimension in the mainstream Chinese culture showcased through market consumerism in the global commodity aspect.

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China's "open door" policy led to the resurgence of femininity with the increase in the number of educated women from post-1978 (Chen, 2009). Nevertheless, in the historical context, the notion of womanhood was rooted in the feminine virtue of chastity. Women were also discouraged from nurturing talent and their roles were defined inferior to men. As a result, the roles of traditional Chinese women were confined to the domestic environment while men occupied the public sphere. The male gender exercised authority and masculinity over women. However, during the socialist period between 1949 and 1978, the political purpose of socialism development shaped gender roles with the aim of strengthening the revolution (Song, 2016, p. 111). The idea of equal participation of women in the society and economy was advocated. The gender ideology promoted equality and the needs and characteristic of women were introduced into their daily lives. Therefore, women were encouraged to join the male-dominated sphere of work to promote socialist development. However, the socialist Chinese economy experienced a surplus labor force, women were encouraged to stay at home and carry out domestic chores. Nevertheless, during labor shortages, women were called back to the paid workforce. Female laborers were honored as model women workers, a reputable social recognition position (Song, 2016). Regardless of the limitation of the policy, women realized they had an opportunity to shape their destiny.

On the contrary, the social participation of women had a slight impact on family equality. The mobilization of women to fulfill the socialist agendas of economic growth and development did not challenge the male-centered practices in traditional Chinese culture. The socialist discourse still emphasized that the roles of women were subservient to men. In other words, it was the basic responsibility of a good wife material to support her husband. With this note, the genesis of the socialist discourse in 1949 emphasized the dual role of women (Song, 2016). Women were to work for the state while serving the husband and children. Most women felt burdened by the dual roles as workers and mothers but they had to obey the authority of the Communist Party (CCP). According to Chen (2009), the liberation of women was seen as a secondary status. The communist government discouraged individualism to promote the public good of society (Chen, 2009, p. 60).

Economic reforms introduced in China during the 1980s promoted the growth of urbanization and economic expansion and development (Chen 2009, p. 60). There was also a growth in consumer-focused popular culture since the policies were borrowed from the west (Chen 2009, p. 60). The changes in Chinese society at least brought the country at par with the western world economies such as the United States. Most importantly, the open door policy created an opportunity for the influx of western feminism in Chinese society (Chen, 2009). In the late 1990s when Shanghai Baby was published, it was seen as an immoral text that went against the traditional socialist discourse of sexualized women. Nevertheless, in the new age of Chinese feminism, women had a say in their sexuality as a sign of empowerment. The plot of Shanghai Baby portrays the interpretation of the invisible issues the Chinese society faced.

Currently, China is the second largest economy in the world due to its rapid pace of wealth accumulation, economic growth, development and urbanization (Wang, 2018). These factors have promoted access to education opportunities for women in China. Educated women live in urban areas such as Shanghai, Beijing, and Shenzhen among others where there is access to economic opportunities. According to Wang (2018), China has the largest population of self-made female billionaires numbering 49 out of 78 on the globe. The transformation of women in modern Chinese culture follows the close enumeration of western culture. The trajectory of women inheriting and accepting a leadership position in family firms as well as in the public sector is due to the feminist desire for women empowerment. Women are no longer tied to the traditional roles of caregiving. They have risen in social ranks to challenge the male-dominated Chinese society. In the novel "Shanghai Baby" Coco and her friends represent a new generation of active, ambitious and knowledgeable urban Chinese women who are proud of their sexual confidence and economic autonomy (Chen, 2009, p. 68). The novel showcases how women refuse to be contained the traditional social hierarchy of women being subordinate to men.

Consumerism and Female Empowerment

During the post-socialist era, China developed a market-driven economy coupled with a consumer culture derived from western influence. The consumer culture encouraged the diversity of consumer goods and products. China as a fast-growing economy has attracted global brands and lifestyle spread across the modern Chinese society. Women, in particular, have had an experienced sociocultural transformation in the contemporary Chinese society making them one of the greatest consumer populations (Wang, 2018). Educated, financially and economically empowered women residing in cosmopolitan areas have been at the forefront of the growing consumer culture. Women have been targeted as a path in which products are advertised and as products themselves. The beauty market has played an essential role in female empowerment in terms of self-autonomy. Individualism in modern Chinese society has made women pursue products and services that make them feel comfortable in the way they look, dress and walk. As a result, the beauty industry has flourished due to the influence of mass media on consumerism. Beauty magazines and women's fashion have promoted a widespread internalized conception of feminine beauty particularly for the young and educated generation of Chinese women. The magazine market has played a role in women empowerment because of promoting topics on fashion, beauty, recipes, childcare, and love and relationships (Hulme, 2014).

Shanghai as a forefront of globalized capitalism in China has promoted urban consumerism in modern Chinese society. According to Chen (2009), Shanghai was considered the Paris of Far East Asia. In other words, cosmopolitan urban areas are a melting point for the interaction of various western cultures and Chinese society. Shanghai Baby illustrates how Coco and her friends of empowered women enjoy the conspicuous consumer culture (Chen, 2009). That is why the current women's magazines are no longer politicized to suit the socialist agendas. The individuality and autonomy of women in the current age of digital revolution have further promoted the growth of feminine consumption power. The brands that use advertisement campaigns illustrating the success of women as financially and educationally empowered have gained an edge in the Chinese consumer market. The young and affluent female consumers are endorsing products and companies that showcase progressive feminine values. With 63% of the female population in the labor force (Wang, 2018), Chinese women feel the need for recognition and appreciation.

The rise of internet technology in China has played a significant role in women feminism, independence, and empowerment. The digital space has promoted a platform for women to connect, interact, and share experiences as well as dispel the traditional patriarchal system where women were deemed inferior to men. Social media has become a tool that allows those who feel suppressed to resist cultural norms in China (Chang, Ren & Yang, 2016). Apart from communication, the internet has led to the growth of e-commerce websites. In China, Alibaba has been a successful venture that employs women in the key management position. A study indicates that some of the founders of Alibaba are women (Wang, 2018). The young generation of Chinese women has adopted social media and consumerism in the digital space with the uncensored purchase of commodities online. Women form the basis of the Chinese consumer culture due to the pool of female products and services available for their disposal. Shanghai Baby spreads the discourse of female empowerment especially through consumerist rhetoric (Chen 2009). In the age of free choice for women, the female gender is no longer constrained to serving the household and the state.

Therefore, consumer empowerment attracts the young Chinese women residing in cities and who are often well-educated, financially stable and westernized in their ideology (Hulme, 2014). This portion of the population is eager to embrace the socioeconomic freedom of choice showcased in the chick culture of Shanghai Baby. The boom of the Chinese economy has attracted a young generation of female graduates in foreign-funded enterprises where they receive better remuneration, benefits and a platform to connect with the global consumerist culture (Hulme, 2014).

Conclusion

Women empowerment and autonomy is an integral factor in contemporary Chinese society. Chinese women have been at the forefront of pursuing education and financial stability since the socialist government of the 1950s endorsed gender equality. However, the socialist rhetoric and discourse still promoted male chauvinism and women were called to work during labor shortages. Nevertheless, the implementation of the open door economic policy for economic growth and development created an opportunity for the influx of foreign investment. This led to the dominance of market-driven economic policies especially in metropolitan urban areas like Shanghai. Shanghai Baby is a revelation of women empowerment and consumerism in modern Chinese society. It showcases how empowered women feel confident about their sexuality, economic freedom, and feminism. The discourse of the novel is a revelation of the current state of affairs in China whereby women have risen in ranks socially. Women now have access to education that promotes access to economic opportunities and choices. It has further led to the acceptance of the urban woman in mainstream Chinese society. The young and affluent Chinese women have the autonomy and free choice to determine their destiny.

References

Chang, J., Ren, H., & Yang, Q. (2016). A virtual gender asylum? The social media profile picture, young Chinese women's self-empowerment, and the emergence of a Chinese digital feminism. International Journal of Cultural Studies, 21(3), 325-340. Doi:10.1177/1367877916682085

Chen, E.Y. (2009). Shanghai Baby as a Chinese Chick-Lit: Female Empowerment and Neoliberal Consumerist Agency, Asian Journal of Women's Studies, 15:1, 54-93, DOI: 10.1080/12259276.2009.11666061

Hulme, A. (2014). The Changing Landscape of Chinas Consumeri...