Harry Potter and Magical Capitalism in Urban China

John Nguyet Erni

Abstract (revised) Millions of non-English speakers around the world have read Harry Potter in at least sixty-one translated editions, resulting in sales of over 270 million copies around the world to date. The ease and rapidity with which Pottermania defined as the crazed transnational consumption of the most popular childrens fantasy fiction series in publishing history has traveled transnationally provides an important case study of the impact of cultural globalization, as theorized by sociologists, communication scholars, and cultural analysts. Yet to date, there has been no research on the social and cultural impact of the Harry Potter phenomenon in regions outside of the U.K. and U.S. Pottermania has swept across urban China. It has taken place within the rapid emergence of the countrys middle-class culture in the 1990s, marked primarily by a robust consumer revolution. In urban China, Harry Potters popularity has exceeded all other foreign childrens books available in the nations history. This momentous record has produced new thinking about the value of childrens literature in literary, cultural, and commercial terms, as it has already done so in the U.K. and U.S. This collaborative project with a research assistant in the Mainland began in 2004, and I would like to outline the nature and scope of this study in the extended abstract below and expect to deliver a full paper at the conference. Preliminary data are just now coming in, after two periods of diary writing by informants in Shanghai in 2004 and 2005, and a series of in-depth interviews and focus groups just conducted in the summers of those years in Shanghai. The main aim of this project is to explore the social and cultural impact brought about by the reception of the Harry Potter books and associated products by Chinese youth in Shanghai. The specific theoretical significance of this study lies in our effort to examine the dynamic but hitherto unexamined correlations among (a) local consumption of a transnational cultural text/intertext, (b) the acquisition of new symbolic capital, or what I call magical capital circulated by fantasy-themed popular culture, and (c) the formation of an emerging Chinese urban middle-class public sphere. The educational and cultural value of the study lies in the effort to understand the role of young peoples reading lives in mediating Chinas rapid post-

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Socialist transformations today through a consumer revolution that is rapidly changing the cultural landscape of present-day urban life. It is expected that this study will shed light on an emerging cosmopolitan outlook among Chinese youth today, which is mixed with varied reactions to invasion of Western cultural ideology. Generally, consumption is seen as socially liberating to a certain extent. Yet it is revealed that materialism was a cautious aspiration for mainland youth. I will then argue that urban affluence in post-Socialist China today absorbs, and in turn formulates, an environment for consuming the magic system according to Raymond Williams, and in doing so, infuses the new middle-class public sphere with a magical quality in the form and aura of capital. As a result, a new urban life mediated by transnational forces is emerging, suffused with an aesthetic and a politic of soft freedoms.

Extended Abstract (draft only) This project is the first empirical study of how Harry Potter is received by young Chinese readers as (a) a set of literary texts bearing distinct Western characteristics within the tradition of childrens fantasy literature; (b) a vehicle of interaction with Western culture that expands young readers imaginations of cultural borders (and borderlessness), and their reworking of such themes as popular heroism, good vs. evil, and youthful individualism in their own cultural context; and more importantly, (c) a type of symbolic and cultural capital that is shaping middle-class culture in urban, consumerist China. Specifically, the project focuses on two target groups - young adolescents and university students - and on their reading of both the English- and Chinese-translated editions of Harry Potter. (International research on the Harry Potter phenomenon has remained focused on youth readers, while leaving out adults). Today, more and more studies have challenged the global universalism thesis and the microprocesses of local-global struggle (Appadurai, 2001; Berger & Huntington, 2002; Starrs, 2001, 2002). In these works, globalization means neither homogenizing all aspects of a local culture from a single global origin nor assuming that localization is uniformly against globality. Autonomy of local processes is visible in the cultural sphere, and the image of a single dominating center and that of a dominated periphery is no longer the reality (Appadurai, 1996; Dayan, 1998). Local resistance may exist or coexist with globalization in some forms of global localism (Dirlik, 1996). The question is to what extent globalization takes root in the indigenous culture. As Ien Ang (1994) points out, to conceptualize our post-globalized reality more accurately, we need to examine how global tastes and values brought from the transnational corporations are in fact rife with regional alignments, adaptations, and appropriations, and how these undermine or change the singular notion of a global culture.

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What this implies is a complex cultural hybridization, involving a process of negotiated merging of cultural universals and cultural particularisms. Seen in this light, Harry Potter is clearly a major global phenomenon in the current mediascape of youth popular culture, which exhibits recognizable signs of cultural domination and hybridity. If the popular fiction series compels complex imaginations for young readers across the world, we need to ask how this creativity represents a powerful Westernizing effect, a negotiated local hybridizing effect, or both. Moreover, we need to ascertain how these possible effects are producing and reproducing cultural identities, social relations, and social class that defies monocultural expectations. Given Chinas unprecedented cultural openness to the world today, we need empirical studies and analytical frameworks that can help us to understand the complexities and variations of hybrid indigenization in China. In the following, I attempt to chart the theoretical as well as empirical areas relevant to this project, so as to indicate the contents and analyses that will hopefully be filled in the full length paper itself. Children and Youth in Chinas New Consumer Society: Important discussions about China

today have concerned the countrys rapid emergence of a middle-class culture marked by a consumption lifestyle (see To get rich, 2002; Buckley, 1999; Glassman, 1991; Goodman, 1999; McElroy, 2002). Yet the link between the so-called new rich and the countrys unprecedented openness to transnational trade of cultural commodities, has not been explored by researchers studying the impact of globalization on China (e.g. Buckley, 1999; Ching, 2001; Goodman, 1996; Lee, forthcoming; Moore, 2000; Khan & Riskin, 2001; Yan, 2002). Studies of Chinas new rich have focused on areas of home improvement (Li, 1998), investment and insurance (Mseka, 2001), luxury automobile culture (Eckholm, 2001), social activities such as dance hall culture (Farrer, 2000) and bridal fashion culture (Gillette, 2000), and youth consumption such as music (de Kloet, 2002; Efird, 2001), sports (Brownell, 2001), and fast food culture (Yan, 2000). They have explored a number of critical social issues, such as the transformation of urban spaces and the idea of Chinese urbanity (Chen et al, 2001; Zhang, 2002), class privilege (Chan, 2000; Davis, 2000; Goodman, 1999; Pinches, 1999a), the nature of a translocal public sphere (Ong, 1999), a sense of growing inequality (Davis, 2000), and a growing cosmopolitan outlook (Lee, 1999; Zhang, 2000). Most relevant to this project are the studies of consumption for and by children and youth in Chinas new consumer society. Thirty-years of one-child-only policy in China has coupled with the countrys market liberalization in the past two decades, resulting in a focused

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attention on childrens achievement and satisfaction (Davis and Sensenbrenner, 2000; Li, 1998, 50-59). child. Parents who did not enjoy economic prosperity when they were young, and who are With relative affluence, they have provided their single child with a good education, a now rearing singletons, have turned to consumption to provide a better life for their single well-planned set of creative learning activities outside of schooling, and many consumer goods. Spending on childrens leisure and enrichment activities is also defining emerging, albeit fuzzy, class distinctions (Davis & Sensenbrenner, 2000; see also Seiter, 1993; Steinberg & Kincheloe, 1998). But over time in China, we may be able to trace the process of social-class reproduction through variations in the consumer experiences of childhood. Class and Cultural Taste: Reading popular fictions offers both educational and entertainment

values to children and youth. This is encouraged by Chinese parents, since social standing is partly measured by their childrens educational achievements, including their literacy, literary interests, and perhaps knowledge about the Western world (Pinches, 1999b). More importantly, reading books offers them cultural capital indicative of class identities. This cultural capital is a symbolic resource not only for bestowing status honour on the middle-class family, but also for forming and expanding social relations and networks leading to social class reproduction. Indeed, sociological studies in China have found that, as in other modern societies, urban Chinese social relations are shaped by the prevailing patterns of stratification and status distinction, especially through consumption (Buckley, 1999; Ruan, 1993; Yang, 1994). context. This study in part investigates the validity of Bourdieus argument in the Chinese As Christopher Routledge (2001) argues in his review of the Potter series, The final

mystery in Rowlings books, then, would seem to be the mystery of social class (209). I adopt a more open understanding of class based on a social relational perspective, which entails status honour, symbolic boundaries, and local/global interplay of cultural capital (cf. Buckley, 1999). Reading Harry Potter: The Harry Potter books center on the adventures of an orphaned boy

who possesses gifted abilities in wizardry. Living vicariously through Harry and his friends, young readers are actively producing a rich variety of creative responses to the books (Acocella, 2000; Blacker, 1999; Bloom, 2000; Dubail, 1999; Tucker, 1999). Containing powerful, thought-provoking literary themes as well as portrayals of social and cultural normalcy, the Potter books cumulatively serve as a powerful form of social text. In a synergistic consumption environment (i.e. books, films, toys, costumes, CDs, video games, interactive websites), young readers can be said to immerse themselves in a hyperactive quest for relevance, analogies, intellectual translation, and cultural appropriation vis--vis Harry Potter.

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Inter-disciplinary studies of childrens reception of the media indicate that researchers unanimously agree on the incredible creativity in childrens appropriation of consumer media in ways that are neither necessarily nor completely in line with a materialist ethos (Dennis & Pease, 1996; Palmer, 1986; Seiter, 1993; Zollo, 1999). Furthermore, studies on childrens reading lives have claimed that the intellectual and emotional satisfaction that children and young people gain from reading popular fictions is just as genuine as that supposedly offered by classic literature (Galbraith, 1997; Fry, 1985; Hunt, 1992; Jones & Watkins, 2000; Sarland, 1991; Saxby, 1997). The same has been argued for adults reading popular books and magazines (Radway, 1984). To date, there has been no scholarly empirical research on the reception of the Harry Potter phenomenon by fans in regions outside of the U.K. and U.S. The handful of critical essays from the West have dealt with issues in genre (Nel, 2001; Routledge, 2001), character education (Neilson et al, 2001), spirituality (Neal, 2002), gender depiction (Thompson, 2001), and its literary values (Nel, 2001; Poe, 2002). The first critical multi-disciplinary anthology about the book series does not contain any work on its impact on China (Heilman, forthcoming 2003). There has been no study of youths reading culture as a social indicator of Chinas cosmopolitanism in the age of global cultural interaction. Harry Potter in China: Harry Potter has had an important social and cultural impact on urban

China (Hutzler, 2000; McElroy, 2000). It can be summarized in three ways. First, the books Chinese translation, which drew on Chinas own tales of ghosts, magic, and martial arts for language to portray Harrys world of sorcery, suggests a process of cultural hybridity in the books reception. Yet, this hybridity may be received differently by young readers in Shanghai, depending on their experiences, attitudes, and tastes toward foreign and translated texts (cf. Abbas, 2000). Second, the appearance in Beijing in summer 2002 of a fake edition claiming to be the fifth Potter book, called Harry Potter and Leopard-Walk-Up-To-Dragon, not only re-alerts us to the serious problem of violation of intellectual property rights in China, it is in fact suggesting the need to research the dynamic nature of the audience base and its demand for potentially hybrid, albeit falsified, cultural experiences (see Ang, 2002; see also Bu, 1994). Third, the literary circles in China have begun to debate the impact of Harry Potter on childrens literature produced in China, asking tough questions about genre and appeal, level of imaginativeness, and marketing strategies (Bo, 2002; see also Farquhar, 1999; Tang, 2000). In sum, whether it is on the literary or commercial front, the reception of Harry Potter in China seems to have a strong impact on the world of childrens literature, and by extension, young

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peoples reading culture. This impact may well have strong implications on Chinas emerging middle-class culture.

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