Café Culture is an ethnographic snapshot, taken in 2008, tracing the effects of globalisation from the perspective of young middle class urbanites in post-liberalisation Pune, India. It captures what was happening that sets this young generation apart – the first to grow up in post-liberalisation India – as a group in historical time, in relation to other life worlds in India, to 'Western' versions and as a rounded life world in itself. In 1991 India conclusively opened its economy to the global market economy. My ethnography shows that trends following economic liberalisation in unprecedented ways spurred changes that were already underway. It facilitated not only the emergence of a commodified leisure culture in the form of cafés, targeted at and appropriated by the young urban middle class, but also the creation of new fashions, more living space, national and international employment, mobility and economic independence. These tangible changes went hand in hand with transformations in practices and moral aesthetic standards. The young generation was challenging their parents' and wider society's values in order to negotiate who they wanted and felt they ought to be in their rapidly changing world. In their friendships, café culture activities, fashion choices, education and love lives they increasingly valued, encouraged and expected equality, freedom and the expression of individuality. However, the different chapters highlight that these trends were measured and limited by class- and generation-based practices and moral aesthetic standards which amended rather than negated older patriarchal arrangements predicated on the ideal of joint family life. The young café culture crowd was negotiating to follow their hearts, while preserving strong family bonds and inter-generational dependencies. They were thus modifying what it meant to be middle class Indians in our contemporary world of flow of people, capital, ideas, images, information and goods.

Wong, Ching Wa Alana. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2007. / Includes bibliographical references (leaves 123-128). / Abstracts in English and Chinese. / Abstract --- p.i / Acknowledgements --- p.iii / Chapter Chapter One: --- Introduction --- p.1 / Chapter 1.1 --- Overview --- p.1 / Chapter 1.1.1 --- Objectives --- p.1 / Chapter 1.1.2 --- Who are fashionable Hong Kong young men? --- p.3 / Chapter 1.1.3 --- Significance and Setting --- p.5 / Chapter 1.2 --- Literature Review --- p.7 / Chapter 1.2.1 --- Changing masculinity in postindustrial society --- p.7 / Chapter 1.2.2 --- Beauty used to be associated with women --- p.10 / Chapter 1.2.3 --- Beauty has become part of masculinity --- p.12 / Chapter 1.2.4 --- Hong Kong's changing masculinity --- p.16 / Chapter 1.3 --- Methodology --- p.18 / Chapter 1.3.1 --- Media survey --- p.18 / Chapter 1.3.2 --- In-depth interviews --- p.20 / Chapter 1.4 --- Structure of the thesis --- p.22 / Chapter Chapter Two: --- Changing Perception of Masculinity in Hong Kong: Dominant and Alternative --- p.24 / Chapter 2.1 --- Introduction --- p.24 / Chapter 2.2 --- Meanings of Chinese masculinity --- p.24 / Chapter 2.3 --- Dominant perception of masculinity in Hong Kong --- p.26 / Chapter 2.4 --- Beauty becomes part of masculinity in Hong Kong --- p.28 / Chapter 2.4.1 --- Male beauty contest on television --- p.29 / Chapter 2.4.2 --- Hong Kong men's opinions on men's beauty --- p.32 / Chapter 2.4.2.1 --- Appearance is important for men --- p.33 / Chapter 2.4.2.2 --- Concern for appearance cannot be publicly admitted --- p.37 / Chapter 2.5 --- Conclusion: Caring for beauty is becoming part of masculinity --- p.40 / Chapter Chapter Three: --- Men's beauty in magazines in Hong Kong --- p.42 / Chapter 3.1 --- Introduction --- p.42 / Chapter 3.2 --- Magazines in Hong Kong --- p.43 / Chapter 3.2.1 --- Youth and gossip magazines --- p.43 / Chapter 3.2.2 --- Japanese male fashion magazines --- p.44 / Chapter 3.2.3 --- Men's lifestyle magazines --- p.45 / Chapter 3.3 --- Men's images in these three types of magazines --- p.45 / Chapter 3.3.1 --- Over- emphasis of Japaneseness: Youth and gossip magazines --- p.46 / Chapter 3.3.2 --- Authentic Japanese style?: Japanese male fashion magazines --- p.51 / Chapter 3.3.3 --- High class men: Men's lifestyle magazines --- p.54 / Chapter 3.4 --- Men's images in magazines in Hong Kong: wen or wu? --- p.59 / Chapter 3.5 --- Conclusion: Beauty has become increasingly important for men in Hong Kong --- p.62 / Chapter Chapter Four: --- "Relationship between ""Japan"" and men's beauty in Hong Kong" --- p.64 / Chapter 4.1 --- Introduction --- p.64 / Chapter 4.2 --- "The meaning and common beliefs about ""Japan"" in Hong Kong" --- p.65 / Chapter 4.2.1 --- Japan as work: Hair stylists and fashion designers --- p.66 / Chapter 4.2.1.1 --- Hair stylist assistants --- p.66 / Chapter 4.2.1.2 --- Fashion designers --- p.70 / Chapter 4.2.2 --- """Japan"" as leading fashion trends" --- p.73 / Chapter 4.2.2.1 --- "To be ""cool"" means to learn from Japan" --- p.73 / Chapter 4.2.2.2 --- Japan is the best --- p.77 / Chapter 4.3 --- "The influence of ""Japan"" on men's beauty" --- p.80 / Chapter 4.3.1 --- Awareness of Japan --- p.80 / Chapter 4.3.1.1 --- Hong Kong men who deliberately choose Japanized beauty practices --- p.80 / Chapter 4.3.1.1.1 --- Hong Kong men who have long term experiences in Japan --- p.80 / Chapter 4.3.1.1.2 --- Band members --- p.82 / Chapter 4.3.1.2 --- """Japan"" offers an alternative" --- p.83 / Chapter 4.3.2 --- Taken-for-Granted Japanese Influences --- p.84 / Chapter 4.3.2.1 --- The daily beauty practices: Japanese influences are invisible --- p.84 / Chapter 4.3.2.1.1 --- "No ""Japanese"" hair style" --- p.85 / Chapter 4.3.2.1.2 --- "No ""Japanese"" clothing styles" --- p.86 / Chapter 4.3.2.2 --- """Japan"" mixes with Hong Kong" --- p.88 / Chapter 4.3.3 --- Special cases --- p.90 / Chapter 4.4 --- Abandonment of Japanized beauty practices --- p.92 / Chapter 4.5 --- "Conclusion: ""Japan"" represents a temporarily attractive life for men" --- p.93 / Chapter Chapter Five: --- Negotiation with Women: Fashionable Hong Kong Young Men's Beauty Ideals --- p.95 / Chapter 5.1 --- Introduction --- p.95 / Chapter 5.2 --- "Women's ""gaze"" in the male beauty contest" --- p.96 / Chapter 5.3 --- The use of women in encouraging men's beauty in Hong Kong magazines --- p.97 / Chapter 5.4 --- Hong Kong men's masculinity: we listen and obey women's orders --- p.104 / Chapter 5.5 --- Conclusion: Fashionable Hong Kong young men's beauty practices are influenced by women --- p.109 / Chapter Chapter Six: --- Conclusion --- p.111 / Chapter 6.1 --- Conclusion --- p.111 / Chapter 6.2 --- A Review: Men's beauty as an alternative masculinity in Hong Kong --- p.111 / Chapter 6.2.1 --- Hong Kong men need to care about appearance --- p.112 / Chapter 6.2.2 --- "Japanized beauty practices can make men look ""cool"" and trendy" --- p.114 / Chapter 6.2.3 --- Men listen and obey women's orders on beauty practices --- p.116 / Chapter 6.2.4 --- "After all, career achievement and earning ability are more important" --- p.118 / Chapter 6.3 --- Conclusion: Limitations and self reflections --- p.120 / References --- p.123