Model Workers in China, 1949-1965: Constructing A New Citizen

Model Workers have been used in China for propaganda and public relations campaigns, representing the Party's vision of the ideal Chinese citizen. This volume explores their influence on propaganda and national policy through posters, cinema, and translations.

Format: Paperback / softback
Length: 198 pages
Publication date: 31 March 2021
Publisher: Taylor & Francis Ltd

Following Mao Zedong's passing, seismic shifts in ideology and economic policy occurred in China, yet one aspect of culture remained steadfast: the utilization of "Model Workers" for propaganda and public relations campaigns. In both political and commercial contexts, the use of these individuals has continued to thrive, and despite the evolution of the messages they promote, their continued deployment indicates the belief in their effectiveness as a persuasive tool. Model Workers were strategically deployed at pivotal moments in China's recent history to embody the Party's vision of the ideal Chinese citizen as they sought to rebuild the nation after a tumultuous period marked by a "Century of Humiliation," a devastating war with Japan, and a divisive civil war.

This book employs a comprehensive analysis of posters, cinema, and translations of related propaganda material to examine the profound influence of the Model Worker concept on propaganda and national policy.

The deployment of Model Workers served as a powerful tool to shape public perception and reinforce the Party's agenda. Through their images and stories, these individuals were portrayed as exemplars of hard work, dedication, and loyalty to the Party. They were featured in posters, films, and literature, highlighting their contributions to society and the nation.

Moreover, the Model Worker concept extended beyond propaganda and influenced national policy. The Party used these individuals as role models for the Chinese population, encouraging them to emulate their values and behavior. The government also implemented policies and programs aimed at promoting the Model Worker ideal, such as education and training programs that aimed to develop skills and knowledge in areas such as industry, agriculture, and military service.

The continued use of Model Workers in China today reflects the enduring influence of Mao Zedong's ideology and the Party's vision for the nation. While the messages they promote have evolved over time, their continued presence indicates the belief in their ability to shape public opinion and influence policy decisions. As China continues to navigate a rapidly changing global landscape, the Model Worker concept will likely continue to play a significant role in shaping the country's image and narrative.

Weight: 395g
Dimension: 234 x 156 (mm)
ISBN-13: 9780367786113