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Class, Gender, And Mediated Labor Activism In Globalizing China, Siyuan Yin
Class, Gender, And Mediated Labor Activism In Globalizing China, Siyuan Yin
Doctoral Dissertations
My dissertation analyzes the relationships between mediated labor activism and the formation of counter-hegemonic forces in contemporary China. As China becomes a seemingly ideal model to justify the normalization of global capitalism, this study seeks to demonstrate how resistance from disenfranchised groups can challenge hegemonic power. Rural-to-urban migrant workers, who have been among the most disadvantaged groups since China’s economic reform of the 1980s, suffer from institutionalized discrimination, economic exploitation, and social exclusion. Approaching the analysis from an intersectional feminist lens, I explore the politics and possibilities of working-class resistance in searching for a just and equal China. Based on …
Glocalization In China: An Analysis Of Coca-Cola’S Brand Co-Creation Process With Consumers In China, Yinuo Shi
Glocalization In China: An Analysis Of Coca-Cola’S Brand Co-Creation Process With Consumers In China, Yinuo Shi
Electronic Thesis and Dissertation Repository
In contemporary marketing, corporations often work to induce consumers to participate in co-creating their brand value. Consumers, therefore, can be considered marketers, who are then used by marketing managers to create competitive advantage and market opportunities. Through processes of co-creation, companies also obtain valuable information about consumer preferences and values, which, in turn, can lower production costs. This thesis uses Coca-Cola as a case study to explore the ways international companies work to incorporate elements of Chinese culture and employ Chinese social media platforms in their promotional messages and activities in order to encourage Chinese consumers to co-create their brand …