To read the full version of this content please select one of the options below:

Mapping the official discourse of frugality in China between 1979 and 2015

Zhihong Gao (Rider University, Lawrenceville, New Jersey, USA)

Journal of Historical Research in Marketing

ISSN: 1755-750X

Article publication date: 16 April 2018

Issue publication date: 14 May 2018

Abstract

Purpose

This paper aims to examine how the official discourse of frugality evolved in China between 1979 and 2015.

Design/methodology/approach

The study uses historical and textual analysis. It divides the Chinese official discourse on frugality between 1979 and 2015 into four periods: 1979-1992, 1993-2002, 2003-2012 and 2013-2015.

Findings

A Chinese official discourse on frugality persisted between 1979 and 2015, even though during the same period, China transformed from a socialist economy of central planning and insufficient supply to a market economy of excessive supply and weak consumer demand. The intensity of this official discourse frequently vacillated, adjusting to both economic and political conditions of the time as part of the larger political-economic contestation between competing ideas and policies.

Originality/value

There have been calls for more studies on how frugality discourses have evolved in international markets, especially in terms of how they are shaped by local historical antecedents and long-standing tensions. Through the Chinese case, this article illuminates why some traditional values persist and obtain a paradoxical co-existence with consumerist ethos in our modern society.

Keywords

Citation

Gao, Z. (2018), "Mapping the official discourse of frugality in China between 1979 and 2015", Journal of Historical Research in Marketing, Vol. 10 No. 2, pp. 151-174. https://doi.org/10.1108/JHRM-05-2017-0013

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited