Political Economy of China

This article explores why the younger generation of China’s emergent middle class embraces conspicuous consumption but is not interested in politics. Collectively, this behavior is motivated by the quest for social recognition and status, but there are also signs the behavior is sanctioned—if not subtly guided—by the ruling Communist party’s logic of governing. Using the Foucauldian concept of “governmentality,” this article posits that the authoritarian Chinese regime tacitly utilizes noncoercive means to direct the middle class away from activism toward conspicuous consumption. Specifically, through tactics like real name registration (RNR) and value-laden mass media ads and programs, an environment is created that encourages conspicuous consumption as a form of calculated “pastoral” control. This allows government to guide without confrontation. Consequently, the emergent middle class is confronted with the pressure to navigate their own consumption patterns to align with the government’s quasi-veiled preferences that the citizenry should engage with materialist consumption rather than politics. China uses governmentality to orient the new middle-class citizen to consume and to steer away from political engagement that poses a possible threat to the communist regime. Despite insightful arguments about both consumption and governmentality and a growing scholarly interest in the rise of the middle class in China few studies examine the relationship between the conspicuous consumption habits of the Chinese middle class and the governmentality of the ruling party, the Chinese Communist Party (CCP). Mass media and consumer culture reinforce each other to create a stable climate based upon market rationality and consumerism. The CCP has two roles in indoctrinating the new middle class through noncoercive ways. The mobilization of mass media in terms of real name registration and traditional media outlets such as newspapers reflect a way of life that allows middle class citizens to maintain their good life and status to pursue their dreams under Xi’s regime. This status persists through consumption for the self and others (as a practice of gift giving) alongside apolitical involvement. The CCP focuses on entrepreneurs’ success stories as the epitome of good citizenship. Participation in political activities is discouraged by removing it from even being mentioned, discussed, or even shown in any of these accounts. This indirectly positions apolitical involvement as a lifestyle that allows citizens to be cosmopolitan individuals and quality (suzhi素質) citizens in post-Reform China.