Brand New China: Advertising, Media, and Commercial Culture

by Jing Wang

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Wang's experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system.

Genres: China

432 pages, Kindle Edition

First published January 1, 2008

About the author

Jing Wang is Professor of Chinese media and Cultural Studies and S.C. Fang Professor of Chinese Language & Culture at Massachusetts Institute of Technology. She is jointly appointed to MIT's Comparative Media Studies and Global Studies & Languages.

Jing Wang is the founder and organizer of MIT’s New Media Action Lab. In spring 2009, Professor Wang launched an NGO2.0 in collaboration with four Chinese universities including the University of Science and Technology of China, two Chinese NGOs, and corporate partners including Ogilvy & Mather China and Milward Brown. The project, funded by Ford Foundation in Beijing, is designed to enhance the digital and new media literacy of grassroots NGOs in the underdeveloped regions of China and deliver an interactive mapping platform built on Ushihidi, complete with Web 2.0 training courses and a Chinese field guide to best practices and software of social media for nonprofits.

Professor Wang started working with Creative Commons in 2006 and serves as the Chair of the International Advisory Board of Creative Commons Mainland China. She was appointed to serve on the Advisory Board for Wikimedia Foundation in 2010. She serves on the editorial and advisory boards of ten academic journals in the US, Australia, Taiwan, Hong Kong, and the UK, which include journals such as Global Media and Communication; Advertising & Society Review; positions: east Asia cultures critique; Chinese Journal of Communication; Inter-Asia Cultural Studies Journal: Movements; The Chinese Journal of Communication and Society, etc.

(from Wikipedia)

Reviews

[Crysta · Rating 3 out of 5]

Dry and somewhat repetitive. There are some good cases, but more than necessary to make the point.

[Thiru Damodharan · Rating 3 out of 5]

I read this book while rsearching for my thesis on advertising strategies in China. Provides a really unique insight into advertising platforms/media and how they are changing with changes in cultural values and technology. A thoroughly fasvinating read.