Chinese Culture Values in Transforming

Contents

I. Social – cultural context

I. STEP analysis
II. Value Transformation Trend
II. Focus on the key groups: 20s, 30s, 40s
III. Framework for Value Cluster Analysis
 Some fundamental Changes in 20 years

• Social
– “June Fourth” event, 1989
– Smashing the “iron rice bowl”, 1993
– Abolishing the system of assigning college graduates, 1996-98
– Reformation of social welfare system
• Medical treatment & care system, 1998
• Labour insurance system, 1998
• Recruitment expansion of higher education, 1999
– Smashing system of social welfare “house allotting” , 1998
– China 2008 Olympic bid, 2001
– SARS, 2003
– Government commitment to build a harmonious society, 2005
– <New marriage Law> , 2006

Source: ISI, Chinainfobank

 Some fundamental Changes in 20 years

• Technology
– Telecommunication
• IG -> GSM -> CDMA -> 3G
• Device development with more functions: Color screen -> Color
ting tune -> camera -> MP3 -> access internet
– Internet
• 门户网站 -> BBS -> Instant Massager -> Online Shopping ->
BLOG -> Broadcasting
– Automobile
• Localization of International auto manufacturers
– Manned Spaceship
• China's first manned spaceflight “ShenZhou No.5” , 2003

Source: ISI, Chinainfobank

 Some fundamental Changes in 20 years

• Economy
– China’s economic reform and opening-up, 1978
– Policy of special economic development zones, 1980
– Multi-national companies enter into China, 1992
– Entry into WTO, 2001
– GDP per capita surpass $1000, 2001
– Per capita urban household surpass 10000 RMB for the first
time, 2005

Source: ISI, Chinainfobank

 Some fundamental Changes in 20 years

• Political
– The End of the Cold War, 1991
– Hong Kong / Macau return to China, 1997, 1999
– Government commitment to the strategy of “Developing
China based on Science& technology”, 2003

Source: ISI, Chinainfobank

China Mosaic
Understanding Today’s China

Progressive
Progressive

Individuality
Individuality

Business
Business Prosperity
Prosperity

Harmonious
Harmonious Society
Society
 Cultural Value Trends
From traditional collectivism towards Modern Individualism

Traditional Modern

遵从权威 平权开放

孝亲敬祖 独立自顾

安分守成 积极进取

宿命自保 尊重情感

男性优势 男女平等
Source: Academic paper about modernization of cultural value
 Contents

I. Social – cultural context

I. STEP analysis
II. Value Transformation Trend

II. Focus on the key groups: 20s, 30s, 40s

III. Framework for Value Cluster Analysis
 Identify the Key Groups

20s – 30s – 40s – 50s –

Young Starters Ladder Climbers Established Traditionalist

Mind value
Experience Achievement Status Perseverance
oriented Oriented Oriented Oriented
 What attracted our attention?

Lifestyle
Lifestyle
Attitudes
Attitudes
Value
ValueSystem
System

Socioeconomic Context
 Rokeach Value Survey

Values Value System

An enduring belief that a specific A hierarchy based on a ranking of

mode of conduct or end-state of an individual’s values in terms of
existence is personally or socially their intensity.
preferable to an opposite or
converse mode of conduct or end
-state of existence.

Terminal Values Instrumental Values

Desirable end-state of existence; Preferable modes of behavior or

the goals that a person would like means of achieving one’s terminal
to achieve during his or her Values.
Lifetime.