OMNES : The Journal of multicultural society

Current Issue

OMNES: The Journal of Multicultural Society - Vol. 10 , No. 1

[ Article ]
OMNES: The Journal of Multicultural Society - Vol. 10, No. 1, pp.57-80
ISSN: 2093-5498 (Print)
Print publication date 31 Jan 2020
Received 11 Jan 2019 Revised 20 Dec 2019 Accepted 08 Jan 2020
DOI: https://doi.org/10.14431/omnes.2020.01.10.1.57

Xuanhuan Novels in the Context of Consumerism: A Reflection on a Social Trend in Contemporary China
Yehan Wang
University of York, UK


Abstract

Xuanhuan novels are a representation of the commercialization of online literature within consumer society, and they are also an expression of the divisions that exist between the social structure and culture. The appearance of Xuanhuan novels reflects the change in a new generation of readers’ worldviews from a modern perception to a post-modern one. Xuanhuan novels combine characteristics of Eastern culture and Western imagination, generating a hybridity of the texts. This article analyzes Xuanhuan novels such as Eternal Love, The Journey of Flower, Mortal Xiuxian Biography, Jade Dynasty, Fighter of Destiny, and Joy of Life, and examines how these novels reflect the conceptualization of hierarchy, social trends, and globalization. Through the observation of online readers on Douban, this article explores the process of hybridization of cultural production and the reconstruction of the social value system by readers of Xuanhuan novels.


Keywords: Xuanhuan novels, young generation, hierarchy structure, consumerism, hybridism

References
1. Adorno, T. W., & Rabinbach, A. G. (1975). Culture industry reconsidered. New German Critique, 6, 12–19.
2. Cai, S. (2016). State propaganda in China’s entertainment industry. London, England: Routledge.
3. De Kloet, J., & Fung, A. Y. (2016). Youth cultures in China. New York, NY: John Wiley & Sons.
4. Dongfeng, T. (2007, January 1). Review of fantastic events. China Writer. Retrieved from http://www.chinawriter.com.cn/2007/2007-01-01/21573.html (In Chinese)
5. Fuchs, C. (2003). Globalization and self-organization in the knowledge-based society. TripleC: Communication, Capitalism & Critique. Open Access Journal for a Global Sustainable Information Society, 1(2), 105–169.
6. Goodall, J. (2010). Superstition and human agency. Implicit Religion, 13(3), 307–318.
7. Jiang, J. (2016, January). Comparative Analysis of E-commerce Recommendation Strategies. Proceedings of the 2016 2nd International Conference on Education Technology, Management and Humanities Science, China, doi:https://doi.org/10.2991/etmhs-16. 2016.109
8. Keane, M., & Zhao, E. J. (2014). The reform of the cultural system: Culture, creativity and innovation in China. London, England: Palgrave Macmillan.
9. Kim, S. (2015). Confucianism, moral equality, and human rights: A Mencian perspective. American Journal of Economics and Sociology, 74(1), 149–185.
10. Kobayashi, K. (2012). Globalisation, corporate nationalism and Japanese identity: Advertising production and signifying practices of Nike and Asics (Doctoral dissertation). Retrieved from University of Otago. (258142694)
11. Kong, S. (2005). Consuming literature: Best sellers and the commercialization of literary production in contemporary China. Stanford, CA: Stanford University Press.
12. Kraidy, M. (2005). Hybridity, or the cultural logic of globalization. Philadelphia, PA: Temple University Press.
13. Leontiev, A. N. (2014). Activity and consciousness, (Master’s thesis). University of Federal do Ceará, Brazil.
14. Nayar, P. K. (2006). Reading culture: Theory, praxis, politics. New York, NY: Sage.
15. Pieterse, J. N. (1994). Globalisation as hybridisation. International Sociology, 9(2), 161–184.
16. Redhead, S. (2002). Post-fandom and the millennial blues: The transformation of soccer culture. London, England: Routledge.
17. Shimoni, B. (2011). The representation of cultures in international and cross cultural management: Hybridizations of management cultures in Thailand and Israel. Journal of International Management, 17(1), 30–41.
18. Shunlan, X. (2020, January 19). Ariely User Tracker Data Report. Zhitong financial News. Retrieved from https://www.zhitongcaijing.com/content/detail/268330.html (In Chinese)
19. Todorov, T. (1975). The fantastic: A structural approach to a literary genre. Ithaca, NY: Cornell University Press.
20. Townsend, J. (1992). Chinese nationalism. The Australian Journal of Chinese Affairs, 27, 97–130.
21. Wang, G., & Yeh, E. Y. Y. (2007). Globalization and hybridization in cultural production: A tale of two films. In K. Chan (Ed.), East-West Identities (pp. 77–98). Leiden, The Netherlands: Brill.
22. Wang, X., & Lei, H. (2019, December 29). Interview with the writer of ‘Joy of Life’: I do not like Fan Xian because his personality is similar to me. Tencent News. Retrieved from https://new.qq.com/omn/20191218/20191218A0NXT300.html (In Chinese)
23. Wang, Y. (2017). Globalization of Chinese online literature: Understanding transnational reading of Chinese Xuanhuan novels among English readers. Inquiries Journal, 9(12). Retrieved from http://www.inquiriesjournal.com/articles/1716/globalization-of-chinese-online-literatureunderstanding-transnational-reading-of-chinese-xuanhuan-novelsamong-english-readers
24. Weber, M. (2015). Bureaucracy. In Wharton, A. S. (Ed.), Working in America: Continuity, conflict, and change in a new economic era (pp. 11-16). New York, NY: Routledge.
25. Werbner, P. (2001). The limits of cultural hybridity: On ritual monsters, poetic licence and contested postcolonial purifications. Journal of the Royal Anthropological Institute, 7(1), 133–152.
26. Yuan, S. Y. (2001). From Chinese gooseberry to kiwifruit: The construction and reconstruction of Chinesehood in Aotearoa/New Zealand (Doctoral dissertation). Retrieved from Massey University.

Biographical Note

Yehan Wang is a doctoral candidate in the School of Sociology at the University of York, UK. Her research focuses on the interaction between politics, popular culture, and resistance. Email: (joymix@gmail.com)