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Leslie L. Marsh - The Middle Class in Emerging Societies: Consumers, Lifestyles and Markets

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This volume examines the discursive construction of the meanings and lifestyle practices of the middle class in the rapidly transforming economies of Asia, Latin America, Africa and the Middle East, focusing on the social, political and cultural implications at local and global levels. While drawing a comparative analysis of what it means to be middle class in these different locations, the essays offer a connective understanding of the middle class phenomenon in emerging market economies and lay the groundwork for future research on emerging, transitional societies. The book addresses three key dimensions: the discursive creation of the middle class, the construction of the cultural identity through consumption practices and lifestyle choices, and the social, political and cultural consequences related to globalization and neoliberalism.

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Leslie L. Marsh
The Middle Class in Emerging Societies: Consumers, Lifestyles and Markets

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The Middle Class in Emerging Societies
This volume examines the discursive construction of the meanings and lifestyle practices of the middle class in the rapidly transforming economies of Asia, Latin America, Africa and the Middle East, focusing on the social, political and cultural implications at local and global levels. While drawing a comparative analysis of what it means to be middle class in these different locations, the essays offer a connective understanding of the middle class phenomenon in emerging market economies and lay the groundwork for future research on emerging, transitional societies. The book addresses three key dimensions: the discursive creation of the middle class; the construction of the cultural identity through consumption practices and lifestyle choices; and the social, political and cultural consequences related to globalization and neoliberalism.
Leslie L. Marsh is Associate Professor in the department of world languages and cultures at Georgia State University, USA.
Hongmei Li is Associate Professor of strategic communication in the department of media, journalism and film at Miami University, Ohio, USA.
Routledge Research in Cultural and Media Studies
For a full list of titles in this series, please visit www.routledge.com.
48 Performing Memory in Art and Popular Culture
Edited by Liedeke Plate and Anneke Smelik
49 Reading Beyond the Book
The Social Practices of Contemporary Literary Culture
Danielle Fuller and DeNel Rehberg Sedo
50 A Social History of Contemporary Democratic Media
Jesse Drew
51 Digital Media Sport
Technology, Power and Culture in the Network Society
Edited by Brett Hutchins and David Rowe
52 Barthes Mythologies Today
Readings of Contemporary Culture
Edited by Pete Bennett and Julian McDougall
53 Beauty, Violence, Representation
Edited by Lisa A. Dickson and Maryna Romanets
54 Public Media Management for the Twenty-First Century
Creativity, Innovation, and Interaction
Edited by Micha Gowacki and Lizzie Jackson
55 Transnational Horror Across Visual Media
Fragmented Bodies
Edited by Dana Och and Kirsten Strayer
56 International Perspectives on Chicana/o Studies
This World is My Place
Edited by Catherine Leen and Niamh Thornton
57 Comics and the Senses
A Multisensory Approach to Comics and Graphic Novels
Ian Hague
58 Popular Culture in Africa
The Episteme of the Everyday
Edited by Stephanie Newell and Onookome Okome
59 Transgender Experience
Place, Ethnicity, and Visibility
Edited by Chantal Zabus and David Coad
60 Radios Digital Dilemma
Broadcasting in the Twenty-First Century
John Nathan Anderson
61 Documentarys Awkward Turn
Cringe Comedy and Media Spectatorship
Jason Middleton
62 Serialization in Popular Culture
Edited by Rob Allen and Thijs van den Berg
63 Gender and Humor
Interdisciplinary and International Perspectives
Edited by Delia Chiaro and Raffaella Baccolini
64 Studies of Video Practices
Video at Work
Edited by Mathias Broth, Eric Laurier, and Lorenza Mondada
65 The Memory of Sound
Preserving the Sonic Past
Sen Street
66 American Representations of Post-Communism
Television, Travel Sites, and Post-Cold War Narratives
Andaluna Borcila
67 Media and the Ecological Crisis
Edited by Richard Maxwell, Jon Raundalen, and Nina Lager Vestberg
68 Representing Multiculturalism in Comics and Graphic Novels
Edited by Carolene Ayaka and Ian Hague
69 Media Independence
Working with Freedom or Working for Free?
Edited by James Bennett and Niki Strange
70 Neuroscience and Media
New Understandings and Representations
Edited by Michael Grabowski
71 American Media and the Memory of World War II
Debra Ramsay
72 International Perspectives on Shojo and Shojo Manga
The Influence of Girl Culture
Edited by Masami Toku
73 The Borders of Subculture
Resistance and the Mainstream
Edited by Alexander Dhoest, Steven Malliet, Barbara Segaert, and Jacques Haers
74 Media Education for a Digital Generation
Edited by Julie Frechette and Rob Williams
75 Spanish-Language Television in the United States
Fifty Years of Development
Kenton T. Wilkinson
76 Embodied Metaphors in Film, Television, and Video Games
Cognitive Approaches
Edited by Kathrin Fahlenbrach
77 Critical Animal and Media Studies
Communication for Nonhuman Animal Advocacy
Edited by Nria Almiron, Matthew Cole, and Carrie P. Freeman
78 The Middle Class in Emerging Societies
Consumers, Lifestyles and Markets
Edited by Leslie L. Marsh and Hongmei Li
First published 2016
by Routledge
711 Third Avenue, New York, NY 10017
and by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business
2016 Taylor & Francis
The right of the editor to be identified as the author of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.
Library of Congress Cataloging in Publication Data
The middle class in emerging societies: consumers, lifestyles and markets / edited by Leslie L. Marsh and Hongmei Li.
pages cm. (Routledge research in cultural and media studies; 87)
Includes bibliographical references and index.
1. Middle classDeveloping countries. 2. ConsumersDeveloping countries. 3. LifestylesDeveloping countries. I. Marsh, Leslie L. II. Li, Hongmei, 1974-
HT690.D44M53 2015
305.5'5091724dc23 2015023181
ISBN: 978-1-138-85882-4 (hbk)
ISBN: 978-1-315-71769-2 (ebk)
Typeset in Sabon
by codeMantra
Contents

LESLIE L. MARSH AND HONGMEI LI
SECTION I
Media and Society

JENNIFER PATICO

EMILY HIND

XIN WANG
SECTION II
Economics and Consumers

ANA RAQUEL COELHO ROCHA AND ANGELA DA ROCHA

MANUEL (MJR) MONTOYA

YUSHAN ZHAO AND ERIN CAVUSGIL

RAJSHEKHAR (RAJ) G. JAVALGI AND DAVID A. GROSSMAN
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