Education of values: Marketizing the aging population in urban China

In this article, I examine some of the marketing and sales strategies at Gardenview, a newly established eldercare company that ran a few residential eldercare facilities in Nanjing, China. There, like elsewhere in urban China, the projected aging demography was mobilized to push for an industrializ...

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Autor principal:	Yifan Wang
Formato:	article
Lenguaje:	EN
Publicado:	University Library System, University of Pittsburgh 2021
Materias:	eldercare marketization population ethics development values Anthropology GN1-890 Geriatrics RC952-954.6
Acceso en línea:	https://doaj.org/article/5a793804c41946b78417259c6a2b807c
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spelling	oai:doaj.org-article:5a793804c41946b78417259c6a2b807c2021-11-11T19:34:31ZEducation of values: Marketizing the aging population in urban China2374-226710.5195/aa.2021.305https://doaj.org/article/5a793804c41946b78417259c6a2b807c2021-11-01T00:00:00Zhttps://anthro-age.pitt.edu/ojs/index.php/anthro-age/article/view/305https://doaj.org/toc/2374-2267In this article, I examine some of the marketing and sales strategies at Gardenview, a newly established eldercare company that ran a few residential eldercare facilities in Nanjing, China. There, like elsewhere in urban China, the projected aging demography was mobilized to push for an industrialization (chanyehua)—marketization and professionalization—of eldercare, transforming ideas and experience of eldercare by putting forward a new set of knowledge of aging. To this end, I first ground the rising eldercare industry in the transitioning paradigm of conceptualizing China’s population from population control to demographic aging. Then I explore ethnographically how Gardenview participated in the eldercare industry in a rapidly aging China. In particular, I look at the floorplans and the marketing stories as devices of the education of values—as prices, the good and desirable, and differentiators—to understand the social, economic, and ethical dynamics instigated by a transitioning demography. These values, as I show, are crucial in linking everyday life and choices with the paradigmatic shift of China’s population. Finally, I discuss how understanding the very processes of marketing and sales as an education of values could shed further light on what anthropologist Michael Fischer calls “literacies of the future” as a socially and economically elaborated and contested world of an aging China.Yifan WangUniversity Library System, University of PittsburgharticleeldercaremarketizationpopulationethicsdevelopmentvaluesAnthropologyGN1-890GeriatricsRC952-954.6ENAnthropology & Aging, Vol 42, Iss 2, Pp 36-51 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	eldercare marketization population ethics development values Anthropology GN1-890 Geriatrics RC952-954.6
spellingShingle	eldercare marketization population ethics development values Anthropology GN1-890 Geriatrics RC952-954.6 Yifan Wang Education of values: Marketizing the aging population in urban China
description	In this article, I examine some of the marketing and sales strategies at Gardenview, a newly established eldercare company that ran a few residential eldercare facilities in Nanjing, China. There, like elsewhere in urban China, the projected aging demography was mobilized to push for an industrialization (chanyehua)—marketization and professionalization—of eldercare, transforming ideas and experience of eldercare by putting forward a new set of knowledge of aging. To this end, I first ground the rising eldercare industry in the transitioning paradigm of conceptualizing China’s population from population control to demographic aging. Then I explore ethnographically how Gardenview participated in the eldercare industry in a rapidly aging China. In particular, I look at the floorplans and the marketing stories as devices of the education of values—as prices, the good and desirable, and differentiators—to understand the social, economic, and ethical dynamics instigated by a transitioning demography. These values, as I show, are crucial in linking everyday life and choices with the paradigmatic shift of China’s population. Finally, I discuss how understanding the very processes of marketing and sales as an education of values could shed further light on what anthropologist Michael Fischer calls “literacies of the future” as a socially and economically elaborated and contested world of an aging China.
format	article
author	Yifan Wang
author_facet	Yifan Wang
author_sort	Yifan Wang
title	Education of values: Marketizing the aging population in urban China
title_short	Education of values: Marketizing the aging population in urban China
title_full	Education of values: Marketizing the aging population in urban China
title_fullStr	Education of values: Marketizing the aging population in urban China
title_full_unstemmed	Education of values: Marketizing the aging population in urban China
title_sort	education of values: marketizing the aging population in urban china
publisher	University Library System, University of Pittsburgh
publishDate	2021
url	https://doaj.org/article/5a793804c41946b78417259c6a2b807c
work_keys_str_mv	AT yifanwang educationofvaluesmarketizingtheagingpopulationinurbanchina
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Education of values: Marketizing the aging population in urban China

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