Work of the Fellows: Monographs

Sherman Cochran, Chinese Medicine Men: Consumer Culture in China and Southeast Asia

Cochran, Sherman (Fellow, 2002-03)

Cambridge, MA: Harvard University Press, 2022

From the publisher's description:

In this book, Sherman Cochran reconsiders the nature and role of consumer culture in the spread of cultural globalization. He moves beyond traditional debates over Western influence on non-Western cultures to examine the points where Chinese entrepreneurs and Chinese-owned businesses interacted with consumers. Focusing on the marketing of medicine, he shows how Chinese constructed consumer culture in China and Southeast Asia and extended it to local, national, and transnational levels. Through the use of advertisements, photographs, and maps, he illustrates the visual forms that Chinese enterprises adopted and the far-flung markets they reached.


Subjects: Economics; Medicine; Chinese History; East Asian Studies; Globalization; Consumerism; Southeast Asian Studies