Becoming ‘White-Collar Beauties’ in Urban China

Liu Jieyu
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Liu Jieyu: SOAS University of London

Chapter Chapter 2 in Gender, Sexuality and Power in Chinese Companies, 2017, pp 11-31 from Palgrave Macmillan

Abstract: Abstract This chapter examines the social, economic and cultural processes that lead to the making of a ‘white-collar beauty’ identity in post-Mao China. It is revealed how the discourse is embedded in a framework infused with state and market neoliberal forces: young educated heterosexual women are constructed to embody nationalist and neoliberal desires to break from the past ideology attached to socialist factory workers so as to endorse the youth, intelligence, beauty and materiality that are valued by a market economy. This chapter proceeds with an introduction of the research setting and a personal account of my research experience, reflecting upon how fieldwork relations were mediated by my own as well as participants’ positionalities.

Keywords: Urban Woman; Child Generation; Sales Department; Private Interview; Sexualized Femininity (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:pal:gdechp:978-1-137-50575-0_2

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DOI: 10.1057/978-1-137-50575-0_2

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