Chinese Medicine Men : Consumer Culture in China and Southeast Asia / Sherman Cochran.
2006
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Details
Title
Chinese Medicine Men : Consumer Culture in China and Southeast Asia / Sherman Cochran.
Author
Cochran, Sherman, author.
ISBN
9780674271555
Published
Cambridge, MA : Harvard University Press, [2006]
Copyright
©2006
Language
English
Language Note
In English.
Description
1 online resource (288 p.)
Item Number
10.4159/9780674271555 doi
Dewey Decimal Classification
306.30951
Summary
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.
Access Note
Access limited to authorized users.
System Details Note
Mode of access: Internet via World Wide Web.
Digital File Characteristics
text file PDF
Source of Description
Description based on online resource; title from PDF title page (publisher's Web site, viewed 01. Dez 2022)
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Table of Contents
Frontmatter
Acknowledgments
CONTENTS
List of Illustrations
1 Consumer Culture in Chinese History
2 Inventing Imperial Traditions and Building Olde Shoppes
3 Advertising Dreams
4 Capturing a National Market
5 Crossing Enemy Lines
6 Crossing National Borders
7 Agents of Consumer Culture
Abbreviations Used in Notes
Notes
Archives
Works Cited
List of Illustration Credits
Index
Acknowledgments
CONTENTS
List of Illustrations
1 Consumer Culture in Chinese History
2 Inventing Imperial Traditions and Building Olde Shoppes
3 Advertising Dreams
4 Capturing a National Market
5 Crossing Enemy Lines
6 Crossing National Borders
7 Agents of Consumer Culture
Abbreviations Used in Notes
Notes
Archives
Works Cited
List of Illustration Credits
Index