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Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China

Yan Wu Orcid Logo

Palgrave Studies in (Re)Presenting Gender, Pages: 75 - 96

Swansea University Author: Yan Wu Orcid Logo

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DOI (Published version): 10.1007/978-3-030-99154-8_5

Abstract

This chapter investigates an under-researched area of Chinese femvertising via a textual and visual analysis of a selected sample of commercials released between 1995 and 2019. The chapter argues that the ideological mechanics of China’s state feminism and the global Third Wave feminist movement pro...

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Published in: Palgrave Studies in (Re)Presenting Gender
ISBN: 9783030991531 9783030991548
ISSN: 2662-9364 2662-9372
Published: Cham Springer International Publishing 2022
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa60389
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first_indexed 2022-07-06T10:28:39Z
last_indexed 2023-01-13T19:20:28Z
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spelling 2022-11-07T15:45:51.1772427 v2 60389 2022-07-06 Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China fcb0b08dd7afa00f6899a02d4cb66fff 0000-0002-5741-6862 Yan Wu Yan Wu true false 2022-07-06 AMED This chapter investigates an under-researched area of Chinese femvertising via a textual and visual analysis of a selected sample of commercials released between 1995 and 2019. The chapter argues that the ideological mechanics of China’s state feminism and the global Third Wave feminist movement provide endorsement for female empowerment in marketing communication and certain aspects of gender equality in civic life without fundamentally challenging the patriarchal political and cultural system. The global influence of feminist ideas is shown as a negotiation with local political culture in Chinese femvertising practice. Traditional cultural values such as familial harmony, filial piety, self-cultivation, diligence, and perseverance modify the universal application of female empowerment on discursive practices locally. Femvertising practices in China focus on a set of codes surrounding relational female liberation, which shows a compromised effort of individual empowerment mediated by local political and cultural traditions. Book chapter Palgrave Studies in (Re)Presenting Gender 75 96 Springer International Publishing Cham 9783030991531 9783030991548 2662-9364 2662-9372 Femvertising, feminism, advertising, China, globalization, marketization, politics, culture 19 5 2022 2022-05-19 10.1007/978-3-030-99154-8_5 COLLEGE NANME Media COLLEGE CODE AMED Swansea University 2022-11-07T15:45:51.1772427 2022-07-06T10:47:59.0184598 Faculty of Humanities and Social Sciences School of Culture and Communication - Media, Communications, Journalism and PR Yan Wu 0000-0002-5741-6862 1
title Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China
spellingShingle Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China
Yan Wu
title_short Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China
title_full Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China
title_fullStr Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China
title_full_unstemmed Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China
title_sort Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China
author_id_str_mv fcb0b08dd7afa00f6899a02d4cb66fff
author_id_fullname_str_mv fcb0b08dd7afa00f6899a02d4cb66fff_***_Yan Wu
author Yan Wu
author2 Yan Wu
format Book chapter
container_title Palgrave Studies in (Re)Presenting Gender
container_start_page 75
publishDate 2022
institution Swansea University
isbn 9783030991531
9783030991548
issn 2662-9364
2662-9372
doi_str_mv 10.1007/978-3-030-99154-8_5
publisher Springer International Publishing
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Culture and Communication - Media, Communications, Journalism and PR{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Culture and Communication - Media, Communications, Journalism and PR
document_store_str 0
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description This chapter investigates an under-researched area of Chinese femvertising via a textual and visual analysis of a selected sample of commercials released between 1995 and 2019. The chapter argues that the ideological mechanics of China’s state feminism and the global Third Wave feminist movement provide endorsement for female empowerment in marketing communication and certain aspects of gender equality in civic life without fundamentally challenging the patriarchal political and cultural system. The global influence of feminist ideas is shown as a negotiation with local political culture in Chinese femvertising practice. Traditional cultural values such as familial harmony, filial piety, self-cultivation, diligence, and perseverance modify the universal application of female empowerment on discursive practices locally. Femvertising practices in China focus on a set of codes surrounding relational female liberation, which shows a compromised effort of individual empowerment mediated by local political and cultural traditions.
published_date 2022-05-19T04:18:27Z
_version_ 1763754228066549760
score 11.016235

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