by Chu Sheng Hua. / Thesis submitted in: December 2000. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 126-134). / Abstracts in English and Chinese. / "List of Map, Tables and Figures" / Chapter Chapter 1 --- Consumption: The Prism of Contemporary China / Chapter I. --- Introduction: Consumption in China --- p.1 / Chapter II. --- Material Conditions under Communist China --- p.3 / Chapter III --- . The Advent into a Consumer Society --- p.4 / Chapter ■ --- Increase in the Level of Affluence / Chapter ■ --- De-regularisation of the Marketing System / Chapter ■ --- Emergence of a Capital Owning Class / Chapter ■ --- Explosion of Consumption Information / Chapter ■ --- Change in Consumption Structures --- p.11 / Chapter IV. --- Guangzhou: Center of Consumption / Chapter ■ --- Location / Chapter ■ --- One Step Ahead --- p.15 / Chapter V. --- Objectives of Study --- p.17 / Chapter VI. --- Organisation of Thesis / Chapter Chapter 2 --- Sociological Theorising of Consumption： Thematic Issues / Chapter I. --- The Acknowledgement of Consumption: From Production to Consumption --- p.19 / Chapter II. --- Consumption as Communication --- p.21 / Chapter III. --- Consumption as Distinction --- p.22 / Chapter ■ --- Veblen: Leisure Class and Conspicuous Consumption / Chapter ■ --- "Bourdieu: Habitus, Taste and Cultural Capital" / Chapter ■ --- Lamont: Symbolic Boundaries / Chapter IV. --- Consumption as Pleasure and Play --- p.27 / Chapter V. --- "Consumption, Advertising and the Symbolic" --- p.28 / Chapter ■ --- Postmodernism and Baudrillard / Chapter ■ --- Consumption and the Symbolic: Theorising Lifestyle / Chapter ■ --- The Polemics / Chapter Chapter 3 --- Research Design / Chapter I. --- Conducting China Studies --- p.32 / Chapter II. --- Data Sources --- p.32 / Chapter ■ --- The Unobtrusive Method / Chapter ■ --- Sources of Data / Chapter III. --- Data Analysis --- p.35 / Chapter ■ --- Content Analysis / Chapter ■ --- Semiotic Analysis / Chapter ■ --- Symbolic Reality and Objective Reality / Chapter IV. --- Data Sampling --- p.39 / Chapter V. --- Analysing Advertisements --- p.42 / Chapter ■ --- Advertising Categories / Chapter ■ --- Advertising Formats / Chapter ■ --- Covert Advertisements / Chapter Chapter 4 --- "Advertising, Consumption and the New Middle Class" / Chapter I. --- The Re-birth of Advertising in China --- p.47 / Chapter ■ --- From Political to Marketing Tool / Chapter ■ --- Advertising Boom / Chapter II. --- A New World of Goods and Dreams --- p.49 / Chapter ■ --- Forms and Contents of Advertisements: From Product-oriented to Consumer-oriented / Chapter ■ --- Ownership of Goods / Chapter III. --- Market Segmentation: Locating the Middle Class and Their Consumption Patterns / Chapter ■ --- Market Segmentation and the New Middle Class / Chapter ■ --- Economic Capital and Consumption Patterns / Chapter ■ --- Cultural Capital and Taste / Chapter ■ --- Advertising and Consumption Categories / Chapter Chapter 5 --- Cultivating Differences I： Constructing the Ideal Home / Chapter I. --- Housing Reform and Rising Demand for Commodity Housing --- p.66 / Chapter II. --- Housing Advertisements --- p.68 / Chapter III. --- Advertising Themes: Alluding to the Middle Class Aspirations --- p.70 / Chapter ■ --- Establishing Class and Status Distinction / Chapter ■ --- Emphasis on Superiority/Luxury / Chapter ■ --- Desire of Naturalism / Chapter ■ --- Sports-oriented and Health-conscious / Chapter ■ --- Foreign Lifestyle / Chapter ■ --- Cultural Taste / Chapter ■ --- Education and Learning / Chapter IV. --- Ownership of Lifestyle --- p.84 / Chapter Chapter 6 --- Cultivating Differences II： Consuming Technologies / Chapter I. --- Modernisation and Good Life --- p.87 / Chapter II. --- The Modern Home Electrification --- p.89 / Chapter ■ --- Wither Tidal Wave Consumption? / Chapter ■ --- The Making of a Modern Home / Chapter III. --- Deciphering Information and Communication Technologies --- p.93 / Chapter ■ --- The Latest Gadgets / Chapter ■ --- Fashionable Lifestyle and Aesthetic Qualities / Chapter IV. --- Private Cars: Riding on the Tide of Consumerism --- p.99 / Chapter ■ --- Car Ownership / Chapter ■ --- Who are the Owners? / Chapter ■ --- Status Symbols / Chapter ■ --- Car as Person: Intelligent but Reserved / Chapter ■ --- Desire for Freedom and Touristic Experience / Chapter Chapter 7 --- Conclusion： Beyond Consumption / Chapter I. --- "Consumption, Advertising and Beyond" --- p.106 / Chapter II. --- Social Stratification and the Cultivation of Differences: Towards the Construction and Pursuit of a Middle Class Way of Life --- p.109 / Chapter III. --- New Sensibilities & Outlook --- p.111 / Chapter ■ --- "Stylisation, Aestheticisation and the Cultivation of a Lifestyle" / Chapter ■ --- Cultural Refinement and Sophistication / Chapter ■ --- Cosmopolitanism / Chapter IV. --- The Politics of Consumption --- p.116 / Chapter V. --- Consumption with Chinese Characteristics --- p.119 / Chapter VI. --- Suggestions for Future Studies --- p.122 / Bibliography --- p.126