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Introduction

Introduction N A M I NG MOD E R N I T Y: R E B RA N D I NG A N D N E OLO G IS M S D U R I NG CH I N A’ S I N T E R WA R G LO B A L M O M E N T I N E A S T E R N A S IA ANNA BELOGUROVA Freie Universität Berlin In a 2011 video installation, Hanoi art collective the Propeller Group set out to “rebrand” Communism in the visual language of TV commercials, mocking contemporary global “progressive” discourses. The Propeller Group used this kind of postmillennial rebranding to mock both capitalist adver- tising and Communist propaganda in Vietnam. Such rebranding, however, is neither new nor limited to challenging public art. Political and cultural rebranding, which involves new labels and discourses and aims to develop a new identity, was not a term used to describe Mao’s recasting of Soviet Marx- ism for Chinese use in the 1930s (he called it “the Sinic fi ation of Marxism”). However, the current Chinese government has embarked on a campaign to effectively rebrand Marxism and socialism with Chinese characteristics http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Cross-Currents: East Asian History and Culture Review University of Hawai'I Press

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Publisher
University of Hawai'I Press
Copyright
Copyright © Research Institute of Korean Studies, Korea University
ISSN
2158-9666
eISSN
2158-9674

Abstract

N A M I NG MOD E R N I T Y: R E B RA N D I NG A N D N E OLO G IS M S D U R I NG CH I N A’ S I N T E R WA R G LO B A L M O M E N T I N E A S T E R N A S IA ANNA BELOGUROVA Freie Universität Berlin In a 2011 video installation, Hanoi art collective the Propeller Group set out to “rebrand” Communism in the visual language of TV commercials, mocking contemporary global “progressive” discourses. The Propeller Group used this kind of postmillennial rebranding to mock both capitalist adver- tising and Communist propaganda in Vietnam. Such rebranding, however, is neither new nor limited to challenging public art. Political and cultural rebranding, which involves new labels and discourses and aims to develop a new identity, was not a term used to describe Mao’s recasting of Soviet Marx- ism for Chinese use in the 1930s (he called it “the Sinic fi ation of Marxism”). However, the current Chinese government has embarked on a campaign to effectively rebrand Marxism and socialism with Chinese characteristics

Journal

Cross-Currents: East Asian History and Culture ReviewUniversity of Hawai'I Press

Published: Dec 2, 2017

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