Saving 'Face' in China: Modernization, Parental Pressure and Plastic Surgery

We argue that in a modernizing China culturally embedded values in consumption are increasingly representing an individualistic Western ideal. The extreme of this ideal is the consumption of the body through plastic surgery and the construction of an identity reflective of wider societal changes. Using an ethno-consumerist methodology and interviewing women in Shanghai, our findings indicated that participants were encouraged to undertake operations through environmental pressures and drawing upon traditional cultural hierarchies, i.e. parents. Plastic surgery was used then to construct a future biography of themselves as the embodiment of a new China: perfect, successful and wealthy.


Andrew Lindridge and Congying Wang (2006) ,"Saving 'Face' in China: Modernization, Parental Pressure and Plastic Surgery", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: .


Andrew Lindridge, Manchester Business School, UK
Congying Wang, Manchester Business School, UK


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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