By Gina Anne Russo
In my first post on the "Better City, Better Life" Expo promotion campaign, I focused on the centrality within it of visions of Shanghai as a special sort of distinctively modern and distinctively international Chinese metropolis, but here I'll emphasize the second half of the slogan, which draws attention to the quality of urban existence. Expo public advertisements don't just glorify Shanghai’s place in the modern world, they also strive to present Shanghai as a place where good behavior is on display. For example, on the subway one day I ran across a person dressed up as Haibao, and he was surrounded by people in vests that read “Make this city better, be a loveable Shanghaier.” Along with being cute and loveable, however, the most common adjective connected with expected “Expo” behavior is wenming I have been in
Wenming is difficult to define. Most dictionaries say it means “civilized,” but this definition carries as many problematic connotations in Chinese as it does in English. Leo Lee, in his book Shanghai Modern, traces the development of this word in modern Chinese. The term was originally borrowed from the Japanese, who used the same characters (pronounced differently of course) in the late nineteenth century to define behavior that was specifically “modern” and “Western,” thus maintaining the same connotations as “civilized” in English. This was picked up by
According to Lee, this word shifted in connotation after 1949 to mean “manners” rather than “Western defined behavior.” However, it seems to me that in today’s usage, the meaning still carries this kind of “civilized” meaning. The term tells people not to do things that are considered uncouth or uncivilized by the international community, and by “international community” the reference remains Europe and North America (with Japan or Singapore getting an occasional look-in as perhaps honorary members of the Western modernity club) In this sense, the Expo is connected with making the lives of Shanghai people better, (hence the “better life”) which is inextricably tied with a population that maintains “modern” and “civilized” behavior.
Other public advertisements emphasize
While this may seem a somewhat simplistic way to read these advertisements, representation of the third world are almost always absent in images of the “global community” (and you’ll look in vane in such visual representations for any sign of India, which constitutes ¼ of the global community). And a final illustration of this phenomenon brings us back to one place you see Haibao, which is on the interactive TV screens located in many
With the Expo less than a year away, Shanghai has a lot of preparation still ahead of it (the most pressing of which are the massive building planned in Pudong). But philosophically,