Two worlds apart: a qualitative study of culture-led rural regeneration projects in China

Abstract

ABSTRACT The urban–rural gap remains to be one fundamental inequality in modern China; however, the symbolic boundary derived from such socioeconomic inequality is less examined. Centre on two parallel initiatives aimed at cultural empowerment for rural China—independent bookstores and public-subsidized libraries—this study tries to explicate the multidimensional nature of boundaries and emphasize the cultural mechanism of boundary reproduction under institutional layering environment. We draw from policy trajectories, media discourse, and first-hand interviews in two villages, and reveal that despite the idealized portrayal of bookstores as a public cultural centre for empowerment, the symbolic construction wielded by cultural entrepreneurs is not sufficient in dissolving social differences in a digitalized society. Local villagers are not part of the “cultural consumption as identity building” ritual therefore being excluded from an urban-and-consumption culture-oriented space. Moreover, local villagers adopt differentiated interpretive strategies towards culture-led regeneration projects, so that “rural culture” is merely the swirl of an empty signal in Baudrillard’s sense that does not bear the symbolic efficacy promoted by top-down initiatives.