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In this revelatory examination of the most overlooked force that is changing the face of China, the Oxford historian and scholar of modern Asia Karl Gerth shows that as the Chinese consumer goes, so goes the world. While Americans and Europeans have become increasingly worried about China's competition for manufacturing jobs and energy resources, they have overlooked an even bigger story: China's rapid development of an American-style consumer culture, which is revolutionizing the lives of hundreds of millions of Chinese and has the potential to reshape the world.
This change is already well under way. China has become the world's largest consumer of everything from automobiles to beer and has begun to adopt such consumer habits as living in large single-occupancy homes, shopping in gigantic malls, and eating meat-based diets served in fast-food outlets. Even rural Chinese, long the laggards of consumerism, have been buying refrigerators, televisions, mobile phones, and larger houses in unprecedented numbers. As China Goes, So Goes the World reveals why we should all care about the everyday choices made by ordinary Chinese. Taken together, these seemingly small changes are deeper and more profound than the headline-grabbing stories on military budgets, carbon emissions, or trade disputes.
- Sales Rank: #1393375 in Books
- Brand: Gerth, Karl
- Published on: 2011-10-25
- Released on: 2011-10-25
- Original language: English
- Number of items: 1
- Dimensions: 8.25" h x .63" w x 5.50" l, .54 pounds
- Binding: Paperback
- 272 pages
From Publishers Weekly
Although China remains nominally socialist, consumerism has become deeply entrenched, the ramifications of which will be considerable--and global--according to Gerth (China Made), Oxford University professor of modern Chinese history. He paints a vivid picture--and historical context--for the waning of frugality and the traditionally high rates of saving and the rise of pop culture, luxury-brand consumption and car culture, a burgeoning advertising industry, the ubiquity of Chinese counterfeits, and--more sordidly--the development of the largest commercial sex work force in the world, the theft of baby girls for adoption export, and the sale of essential organs. Gerth makes an arresting argument that Chinese consumption may be the panacea for the scrabbling economies of the West; Chinese demand for American and European high-tech goods, financial services, and other products might create jobs and economic growth and, in turn, lead to a stable, increasingly capitalistic, and eventually democratic China. Required reading for those interested in shifting global power dynamics and current consumption patterns. (Nov.) (c)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
From Booklist
The austere China Gerth experienced as a 1980s student contrasts with the economically charging country he teaches today as a professor in Britain. Interested in consumerism, Gerth delves into the effects individuals’ purchasing preferences are producing on China; the domestic and international political impact of Chinese growth is not addressed—for that, see The Beijing Consensus, by Stefan Halper (2010). To initiate his observations, Gerth typically seizes on something that didn’t exist in his student days: for example, beauty salons, private automobiles, or disposable chopsticks. Businesses and entire industries that have arisen to meet consumers’ desire for such products and services generate Gerth’s discourse, which he researched from Chinese media and discussion with his contacts. Mao’s China recedes to distant memory in the resulting depiction of capitalistic construction, ubiquitous advertising, and status-conscious shopping. Certain consequences of Chinese consumerism do not escape Gerth’s acuity: he spots social resentments, piracy of intellectual property, pollution, and “extreme markets” (trade in sex, human organs, and adoptions) as problems. Describing the present, Gerth will sensitize business or tourist travelers to Chinese markets. --Gilbert Taylor
Review
“Due to the very nature of China--huge, complicated, full of historical nuance-- picking up a book that attempts to explain even a fragment of it can be downright daunting, even to the China enthusiast. But in this shrinking world, China is a country worth understanding and Gerth provides a wealth of information in a digestible, provocative format . . . As China Goes, So Goes the World is an important read.” ―Jenna Fisher, The Christian Science Monitor
“As China Goes, So Goes the World offers a vivid portrait of contemporary China.” ―Richard McGregor, The Nation
“A worthy introduction to key facets of Chinese consumer culture. It should prove beneficial to readers from executives looking to break into the China market to sociologists keen to understand how consumerism is changing China.” ―Andrew Peaple, The Wall Street Journal Asia
“As China Goes, So Goes the World is an exhilarating read, deeply researched and thoroughly entertaining.” ―Christina Larson, Washington Monthly
“Nuanced, balanced and accessible--essential reading for anyone trying to make sense of China today.” ―Kirkus Reviews (starred review)
“A groundbreaking--and hair-raising--account of what it means for life on the planet as China reshapes itself as a consumer society.” ―Isabel Hilton, Editor, chinadialogue
“The global economy of the last several decades has been underpinned by two simple principles: the frugal Chinese make everything, and the spendthrift Americans will buy anything. But what happens when Chinese consumers begin to lead the world and to define global tastes? We're not there yet, but Karl Gerth's new book guides us through China's consumer revolution to a future modeled in part on America--a future of cars and conspicuous consumption; of the selling of land, labor, and sex; of growing inequality and interlocking elites of business and politics; of wanton environmental degradation. This engaging and provocative book captures with skill and wit the changes that define Chinese markets today and that may, in time, transform the world. Read it before your next trip to China.” ―William Kirby, Spangler Family Professor of Business Administration, Harvard Business School
“A highly entertaining and incisive description and analysis of the rise of China's consumerism, and the enormous forces it is driving around the world today.” ―Graham Earnshaw, author of The Life and Death of a Dotcom in China
“China not only makes most of the world's stuff but increasingly its billion citizens are consuming it with Western-style appetites for everything from bottled water to BMWs. As China Goes, So Goes the World holds lessons for everyone concerned about managing the increasing footprint of human consumption on our fragile planet.” ―Thomas F. Thornton, Director, MSc Environmental Change & Management & Senior Research Fellow, University of Oxford
“An entertaining read with real--but often alarming--substance packed quietly in every line.” ―Mark Elvin, author, The Retreat of the Elephants: An Environmental History of China
“Many books have appeared about China's social, economic and political systems but little is reported about the everyday lives of hundreds of millions of Chinese consumers. Karl Gerth provides valuable information and insights about consumer choices in China and their implications for Chinese and Western businesses operating in China.” ―Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
Most helpful customer reviews
18 of 19 people found the following review helpful.
great accessible up to date summary
By Dale Ruckle
This book should have a lot more reviews, geez I read Mao's Great Famine a few weeks ago,all the breathess reviews for it and practically nada for this.I was going to China for business before Nixon did his thing there, after a dozen visits at least into the late eighties I have long since retired. I am no Sinologist but have read twenty or so books on China in the last ten years. Whatever you know about China if the present day China interests you 'READ THIS BOOK'
6 of 7 people found the following review helpful.
An excellent book full of useful, well-researched information.
By rlweaverii
Book review by Richard L. Weaver II, Ph.D.
The author teaches modern Chinese history at Oxford University and has written one previous book on China. The 205-pages of text of the book As China Goes . . . is followed by 29 pages of notes, three pages of further readings, and a complete index. The notes section is thorough, comprehensive, and extremely competent.
The book is not only well-written, it is well-researched, too.
Having recently visited both Shanghai and Beijing, I was interested in the author's perspective of China, and that is why I sought out this book.
His eight chapter titles reveal, in part, what this book is about: 1) No Going Back? 2) Who Gets What? 3) Made in Taiwan. 4) Standardizing Abundance. 5) Branding Consumer Consciousness. 6) Living in a World of Fakes. 7) Extreme Markets. 8) Environmental Implications.
I thought the continuing contrast between the past and the present throughout the book was interesting and stark. Having been there recently, I was able to witness the characteristics Gerth offered about present-day China. Having lived and worked in Dacca, East Pakistan (now Bangladesh) for nine months, it is not difficult to visualize the China Gerth knew when he went to school there, and the China with which he contrasted the present.
This is a well-written, well-researched, well-organized, and well-presented narrative that offers an accurate picture of China both then and now. Gerth's examples--whether personal, from contacts, or from his research--are interesting, useful, and certainly help advance his narrative.
I found this information both accurate and informative: "If global consumers are concerned about the safety of such Chinese imports as toys, paint, and drywall, imagine what it's like to be a consumer in China, where the authenticity and quality of everything in your life is suspect: the food you eat, the water you drink, the pills you put in your body, the building you live in, the computer you use, the airplane you fly in--right down to the `Mont Blanc' pen you may use, say, to write a book manuscript. The uncertainty created by Chinese counterfeits is making sonsumer life in China unpredictable . . ." (P. 155).
This quotation reveals Gerth's writing style, the accuracy of his observations, and the kind of information he has for readers. This is a wonderful book, full of excellent, insightful information. Whether you are planning a China trip, have been to China in the past, or if you have an interest in the development of the Chinese economy. It isn't just the development of the Chinese economy either, it is the reciprocal influence between China and the United States. In his conclusion's final paragraph, Gerth says, ". . . what happens in China is also deeply influenced by the actions of other countries, particularly the United States, and a similar case could be made that as the American consumer goes, so goes the Chinese consumer and the world. . . .(p. 205)."
This is an excellent book full of 205 pages of useful, well-researched information.
1 of 1 people found the following review helpful.
Fresh Hot Bear Bile here
By A Customer
An important subject for the vast number of Human lives that will be and/or have been directly or indirectly altered by China's Mega-Economic Tsunami. The Author does an admirable job of touching on different parts of this modern day phenomenon but in the end just scratches the surface. This book needed additional depth and refinement, and at a little more than 200 pages those qualities certainly aren't easy to find. Furthermore, the middle chapters are repetitive even gobbledygook-ish (WTO this, WTO that and so on). While this book is not perfect if your interested in enlightening yourself a little, reading this book can only help. Who needs adequate oxygen, potable water, and fertile soil anyway, next on the list India; with all the babies you can birth. Read Instead: Life and Death in Shanghai.
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