Marketing Death

ISBN-13: 9780195394078 / Angielski / Twarda / 2012 / 304 str.

Cheris Shun-Ching Chan; Cheris Shun-Ching Chan

Opis

How do companies sell life insurance in a country where death is a taboo subject? In Marketing Death, Cheris S.C. Chan explores both how and why the life insurance industry has managed to emerge in China, a country with an entrenched cultural stigma against the very topic of death. Drawing on extensive ethnographic fieldwork and engaging with current scholarship, Chan explores the processes and micro-politics by which foreign and domestic companies have negotiated local cultural resistance and created a market in spite of it. In doing so, she asks larger questions about how different societies view and value life and death, what is meant by "cultural values," how they interact with a set of fragmented cultural tools to compellingly organize individuals' practical daily lives, and how the market is influenced by them. Chan tells a story not just of the emergence of the Chinese life insurance industry, but of the dynamic relationships between culture and markets, local norms and foreign influences in one of the world's fastest-growing economies.

Marketing Death is the first book to offer a sociological analysis of the emergence of a life insurance market outside of a European or American context. Through in-depth study of the expansion of an industry whose unique "product" - gambling on one's own sudden death - has always met with a measure of resistance, but never more so than in China, Chan provides a new lens for understanding how modern capitalist enterprises are diffused to regions with disparate cultural traditions.

Recenzje

Cheris Shunching Chans Marketing Death offers an interesting perspective on cultural and economic sociology, with strong theoretical moorings. It also provides an entry into Chinas contemporary society and globally oriented sociology. The book is a fine and subtle contribution, therefore, to an array of sociological debates and conceptual stalemates, although it does not necessarily dwell on this. Its ethnographic research is very well done; it has just received an Honourable Mention from the ASA ... Chans book is therefore a piece of work which is in itself a significant achievement. At the same time, it has the rare property of making us think and feel like going further along the path the author has opened up to us.

O autorze

Cheris Shun-ching Chan is Assistant Professor of Sociology at the University of Hong Kong.