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Game Between “Quan” and “Shi”: Communication Strategy for

“Shanzhai” Subculture in China Cyber Space Dr. JIANG Fei, Associate professor in International and Intercultural Communication, Deputy Director for the Department of Communication, Director for the Center of World Media Studies, Institute of Journalism and Communication, Chinese Academy of Social Sciences. E-mail: fjmedia@yahoo.com.cn, or jiangfei@cass.org.cn

Content

Abstract ..................................................................................................................................... 2 Preface: How Shanzhai Culture turned to be a Media Event .................................................... 3 Different Voices on Shanzhai Culture ....................................................................................... 5 Perspecive: what’s behind Shanzhai Game between Quan and Shi .......................................... 8

New Cultural Subject Presentation: Shanzhai Culture is an Adult Ceremony for Chinese Netizens ............................................................................................................................. 8 New Subculture Presentation: Shanzhai Culture is the Grassroots’ culture ...................... 9 New Cultural Production System: Game between Quan and Shi ................................... 10

Conclude without conclusion .................................................................................................. 13

Appendix: Story of 鸲鹆(qúyù) ............................................................................................. 14

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Abstract

In the year just gone by, 2008, 'Shanzhai' seemed to go far beyond a cyber term, or a popular contemporary Chinese Internet slang, but more special as listed amongst the hot words in 2008. 'Shanzhai' if literally translated, means 'mountain village' and it has been making headlines everywhere in China. Before revealing its meaning, we must first figure out what is special about the term and why it is so firmly clinging to China's ongoing grassroots culture. A recent survey about 'Shanzhai' culture was conducted by China Central Television (CCTV) indicating that 50 percent of the Netizens support for it. The result sparked a public controversy over "whether it is healthy or sick being a copycat".

This paper focuses on the inner cultural system that made Shanzhai culture possible after telling the whole story. The basic point of the paper is: philosophically speaking, the game between Quan and Shi through the shifting process of Chinese contemporary culture promoted and determined the appearance of Shanzhai culture; practically speaking, the growing-up Netizens presented themselves through Shanzhai cultural phenomena and produced so called subculture in China cyber space.

Theoretically speaking, cyber culture is an international phenomena and acted differently in different states; but in China, “Shanzhai” Culture, as the latest and the extreme point of cyber culture in China, has its special contexts for emerging and need special framework to analyze as well. In this paper, the author will describe the literature dealing with the history of “Shanzhai” culture firstly, then apply the discourse analysis to find out why “Shanzhai” culture emerged in China, in 2008 after Olympic Games? What has been signified through “Shanzhai” culture and what’s the real meaning behind those texts? All of these analysis were aimed to find the location of “Shanzhai” culture in the shifting era of Chinese traditional culture and the predominate forces in the shifting of “Shanzhai” culture itself.

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Preface: How Shanzhai Culture turned to be a Media Event

Initially, in China, "Shanzhai" is a word from Cantonese. Roughly means the fortress of the “king” of the mountains for a site that is outside the jurisdiction of the official.

But started from 2001 and 2002, it came into Chinese daily lexicon in the form of “Shanzhai mobile phone”①at first, followed by “Shanzhai home appliances” and then more derivative names such as “Shanzhai” buildings②, beers③, medicine④ etc, The extreme point of “Shanzhai” is a collection of copying products in a whole street in Nanjing⑤. The main features of 'Shanzhai' production are duplicative, speedy and vulgar. Later, the appearance of “Shanzhai lectures”⑥, “Shanzhai” movies⑦

When an IT staff in Beijing named Shi Mengqi (施孟奇) claimed to hold a

“Shanzhai Spring Festival Gala Evening” to PK

. and “Shanzhai Chun Wan” (Shanzhai Spring Festival Evening Gala) was elevated to the height of “Shanzhai culture”.

⑧ the 25-year-old traditional show⑨ presented by CCTV (Chinese Central Television) on Chinese Lunar New Year’s eve, “Shanzhai” has become a culture of its own, symbolizing anything that imitates something famous⑩

①Starting from 2003, there are copying famous brand mobile phone for sale in Shenzhen, China, it was called “Shanzhai Cell phone”. it was estimated that there are 150 million annual sales of shanzhai cell phone, almost equal to the sum that be sale through official channel.

. Then “Shanzhai Culture” went far beyond copy and imitation, issues such as “whether it is healthy or sick being a copycat” turned to be a real cultural phenomena and media event attracting the eyes of the government and scholars.

http://news.qq.com/a/20080804/000440.htm。 ②In southwestern China's Chongqing Municipality, a "Shanzhai"-version "Bird's Nest" woven by farmers with bamboo attracts wide attention check the link: http://news.qq.com/a/20080729/003006.htm。 ③ Without authorization from the Qingdao Beer company, there are almost 16 companies in Shandong province use the trademark or package similar to Qingdao beer, they were issued by the Qingdao Beer company recently. Source: Oct 31, 2008. Bandao Dushibao(simplified Chinese: 《半岛都市报》).http://news.qq.com/a/20081031/000765.htm。

④Shanzhai Medicine confused the client with similar package to regular medicine, or exaggerated discourse to its healing efficacy. what’s more, very low price. Check the link: http://news.qq.com/a/20081027/000606.htm。 ⑤ In November 2008, a street in Nanjing city was named “Shanzhai Street” by Netizens. Those frontage shop was blooded with “Shanzhai” brand, such as ‘Abbibas’ (Addidas),’WATONS’ (WATSONS), ‘BUCKSSTAR COFFEE’ (STARBUCKS COFFEE), ‘PIZZA HUFF’ (PIZZAHUT). http://news.enorth.com.cn/system/2009/01/02/003847474.shtml。 ⑥ Netizens made Shanzhai Lecture to PK the Lecture Room sponsored by CCTV. http://world.ynet.com/view.jsp?oid=44913189 ⑦Netizens shoot Shanzhai ‘Dream of Red Mansions’. http://world.ynet.com/view.jsp?oid=44979382 ⑧ Player-Killing, or PvP (Player vs Plaver) are broadly used to describe any game, or aspect of a game, where players compete against each other. ⑨ Beginning at 20:00 on the eve of the Lunar New Year (the Chinese people's biggest night of the year), China Central

Television (CCTV), the leading television broadcaster in the country, presented a Spring Festival Gala to hundreds of millions of

viewers around the world. Since 1984, when CCTV hosted its first such evening party, it has been an annual event, which usually

lasts some four hours to entertain Chinese families who will stay late into the night for the traditional Chinese Lunar New Year,

and has been a popular part of the grand celebrations and a very important cultural event. The eve of the 2009 Lunar New Year is

January 25. ⑩ Sun weiguo, ‘‘Shanzhai Culture’is booming of Grassroots culture’. the Beijing-based Guangming Daily. December 12, 2008.

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In November 2008, Mr Shi Mengqi, an IT worker, Sichuan-Beijinger, posted on his Blog claiming to hold a “Shanzhai Spring Festival Gala Evening” (simplified

Chinese: 中国山寨电视台春节联欢晚会; pinyin: Zhōngguó Shānzhài Diànshìtái

Chūnjié Liánhuān Wǎnhuì). He said, “Every year when I watched the Spring Festival Show, I wanted to do one myself. Later, my girlfriend said to me that it was no good just talking about it. She wanted to see my action. So here I am doing it”.

It was followed by millions of replying posts on the website. Its initiator Shi Mengqi, nicknamed Lao Meng by his net fans, is now in the media spotlight.

The first report is by Jing Hua Daily (simplified Chinese:《京华时报》) from

Beijing. In afternoon of November 28, Shi Mengqi was interviewed by two reporters.

And this news was published in the second day, November 29, with the title of 《市民

欲办山寨版春晚叫板央视》. It said that the Spring Festival Evening Gala has

practiced too much commercially in recent years and discounted the audience’s pleasure. People still want to watch it, but it should pay more attention to improve its cultural tastes and characteristics of individualization. Different from the traditional Chunwan, those creative ideas of Shanzhai Chunwan came from the grassroots, not from the producer, so, it speaks to the spirit of modern evening gala: interactive, individualization, close and dear.①

Thus, Shanzhai Chunwan became a well known media event. “Shanzhaichunwan” is now famous and has drawn a lot of public attention. It published its website (

Soon after that, some gate internet such as qq.com, Sina.com, Sohu.com retell this story on their website.

www.ccstv.net) to brief the public on the progress of its

preparation. Their main website is called “CCSTV” (CHINA COUNTY SIDE TV②中

国山寨电视 literally: Zhong guo Shan zhai Dian shi). According to Lao Meng,

CCSTV represents China Countryside TV, which has nothing to do with CCTV. Having said that, many people are still very interested in its name③

Since the announcement of CCSTV, 10 volunteers have joined Shi to organize the program, assisting with items such as programming, auditing, and soliciting sponsors. 700 groups and individuals have sent Shi applicants to be considered for the three-hour program, and over 30 segments were scheduled for the program by the end of December 2008.The three-hour long 2009 CCSTV New Year's Gala should be

.

①November 29, Jing Hua Daily. ②One netizen send a mobile message to Mr. Shi Mengqi, said that there is a problem in the spelling of ‘CHINA COUNTY SIDE

TV’, that the letter ‘R’ was left out, it should be ‘COUNTRY’, not ‘COUNTY’. Then the organizer post ‘Thanks to my dear

friends’ on the website: http://www.ccstv.net/Article/tbmx/23.html. ③ the net radio program "Touch Beijing (感受北京)" in Radio 774. For details of this net radio interview, please check this link: http://www.netfm.com.cn/gsbj/jmdb/200812/t20081230_481920.htm.

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broadcast live for free online on January 25, 2009①

"Touch Beijing (感受北京)"

. On December 30, 2008, the net

radio program in Radio 774② reported: As the Spring

Festival draws near, reporting on “Shanzhaichunwan” is on the increase. Some famous people are offering Lao Meng ideas while others are more critical about his intention, claiming that he wants to use CCTV to make a name for himself③

National satellite station Guizhou TV initially offered venues and support for the CCSTV New Year's Gala, stating that they "just want to provide an alternative for people who cannot go home during Spring Festival."

.

But just few days later, the State Administration of Radio Film and Television

(simplified Chinese: 中国广播电影电视部) notified all the Television Stations

informally no participating and no broadcasting to Shanzhai Chunwan, it brought abortion of the live broadcasting plan to the Shanzhai Spring Festival Gala Evening from Guizhou TV Station in the end. This result didn’t stop Mr. Shi and his followers. In January 25, 2009, the Spring Festival Day of Chinese, the “Shanzhai Spring Festival Gala Evening” program opened as it has been planed. It was reported on the website④

Because of these Shanzhai Culture, 2008 was called “Shanzhai Year” in China. Nowadays, in China, ‘ShanzhaiCulture’ turned to be a very popular phrase both in the

cyber space and the reality. “Yao Wen Jiao Zi (《咬文嚼字》) release the top-ten

Catchword of 2008”, “Shanzhai” ranked the first

. .

⑤

.

Different Voices on Shanzhai Culture

Diachronicly, in general, Shanzhai Cultural phenomena was viewed from three perspectives, positive, negative and neutral.

First, negatively speaking, former studies have named it imitated products such as the “Silk Street” in Beijing. But after years of striking to pirate by Chinese government on the “Silk Street” in Beijing, it made a successfully comeback under the new name of “Shanzhai” Culture. Under the name of “Shanzhai”, it is the

reflection of poor innovating power, lake of protection to IPRs（intellectual property

rights）, and, to some extent, it shows some tracks of lumpenprole⑥

①

。“Shanzhai culture

http://news.enorth.com.cn/system/2009/01/02/003847474.shtml。 ② http://www.netfm.com.cn ③ the net radio program "Touch Beijing (感受北京)" in Radio 774. For details of this net radio interview, please check this link: http://www.netfm.com.cn/gsbj/jmdb/200812/t20081230_481920.htm. ④ www.ccstv.com. ⑤ “Yao Wen Jiao Zi (《咬文嚼字》) release the top-ten Catchword of 2008”，Administration of Press and Publication (Copyright Bureau) of Guangdong Province: http://www.xwcbj.gd.gov.cn/news/html/jqyw/article/1236380339238.html. ⑥ http://blog.ifeng.com/article/2127182.html.

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was standing on the shoulder of the giant – orthodox and elite culture – but hard to transcendent itself and degenerate into barrier of the giant in the end”. ① Tian Huiqun, a professor at the College of Art and Communication of Beijing Normal University, said the concept of "Shanzhai" started in the business world and thus the "Shanzhai" culture has a commercial aspect. She said that the "Shanzhai" culture never copies classic things, only trendy products. In that sense, she said, it's like a computer virus, multiplying without meaning. So, "If we were too tolerant of such 'culture' ... the culture of [true] innovation would be even harder to develop," she said②

Miss Ni ping, a famous former MC of CCTV program, currently a member of the CPPCC National Committee said to the media in March 4, 2009 that she was dead set against the Shanzhai Culture. “the government should issue laws, regulations to stop Shanzhai Culture, even stop its communication through public opinion control.” “the young generation has been deeply influenced by Shanzhai Culture, made it the very representative of grassroot culture”, “we should provide more healthy education to those young generations”.

.

③

Positively speaking, for ordinary people, such as Grann y Yu who are not a regular internet user. Her interpretation of the phrase “Shanzhai” sounds very interesting. She said: “This is a show for us ordinary people. Master Meng’s idea is very good and we support him. My understanding of “Shanzhai” is cottages in mountainous areas representing the voice of the ordinary people and their modest inner-thoughts. Our idea is to get as close to the ordinary people as possible. Perhaps Master Meng might make it a success, and that’s why we want to take part in it.”

④ For scholars, it claimed attention by so called “Shanzhai” spirit: “an overthrowing performance chain to business authority by folk creativity initiated from bottom to top”⑤. Though the spirit seemed far-fetched and doesn’t square with the known facts, yet they have lots of staunch supporter from the bottom, especially those Netizens. “Shanzhai” "represents non-mainstream ideas and innovations, and it's also a new way for common people to express what they want," said Li Zonggui, a professor at Sun Yat-Sen University in south China's Guangdong Province⑥. Xie Xizhang, a literature critic, said that taking the "Shanzhai" Gala as an example, when the traditional CCTV program became less and less appealing to the audience, the "Shanzhai" version sprang up naturally to attract people for variety⑦

There are also some people taking up a radical position on this issue. Some people .

① Wang yunfei, ‘Death of Shanzhai Culture is inevitable’。 http://blog.ifeng.com/article/2513183.html。 ② “Copycat 'Shanzhai' culture takes on life of its own in China”, http://www.chinadaily.com.cn/china/2008-12/30/content_7354884.htm. ③ Niping, Guangzhou Daily, March 4, 2009. ④ the net radio program "Touch Beijing (感受北京)" in Radio 774. For details of this net radio interview, please check this link: http://www.netfm.com.cn/gsbj/jmdb/200812/t20081230_481920.htm. ⑤ ‘ Protect the Shanzhai Spirit. http://news.qq.com/a/20080804/000440.htm。August 4, 2008. South China News net

(simplifiedChinese:南方新闻网).http://news.QQ.com。 ⑥ “Copycat 'Shanzhai' culture takes on life of its own in China”,

http://www.chinadaily.com.cn/china/2008-12/30/content_7354884.htm. ⑦ “Copycat 'Shanzhai' culture takes on life of its own in China”,

http://www.chinadaily.com.cn/china/2008-12/30/content_7354884.htm.

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hold a view that historically speaking, Shanzhai phenomena was neither invention of the Chinese grassroots nor invention of the contemporary society. It could be traced far back to the beginning of the market-oriented economy system. “The Chinese-invented-gunpowder was ‘Shanzhai-ed’ (copied) by the western which promoted the prosperous of the weapon market so far; the Chinese silk production was also ‘Shanzhai-ed’ by the western and wide spread around the Europe later; what’s more, in 20th century, some countries have even broken the bottom line: the traditional Chinese Dragon Boat Festival (the 5th day or the 5th lunar month) was

almost turned to be cultural heritage of South Korea①” ②so，it should be viewed as

fixing with the well-know spirit conceptualized by Wei Yuan, a scholar in late Qing Dynasty, who said in his book③ “To restrict the foreigners with the techniques learnt

from them” (literally, Shi Yi Chang Ji Yi Zhi Yi, simplified Chinese: 师夷长技以制

夷）. Shanzhai culture is like katyusha rocket launcher, returned quickly and widely to

the long time controlled traditional market roles, most of the time these roles equals to western values and economical systems. Deconstruction is not the single aim, meanwhile, they set up or aimed to set up new valuable system of their own. So, “Shanzhai Culture was deeply labeled with spirit blooded with grassroot innovation and peoples’ wisdom, it build a real Chinese characteristic industrial ‘fortress’ by copying and surpassing the foreign others ” ④.the most exciting point for the Shanzhai Culture is its ‘Two PKs’, one is the Grassroot PK the authority, another is the mass PK the elite⑤

For the future of “Shanzhai” culture, scholar Zhang wei said, “keep and improve it, what then?”

.

⑥ Other sayings include that the best way is to integrate the elite and Shanzhai culture into a unity to accomplish the real prosperous future of culture⑦. 'Shanzhai' spirit, in essence, is more constructive than destructive when it finds its way in China's grassroots culture. And currently it has even attracted mainstream attention⑧. The famous film director Zhang Yimou said that just run its own course without interference. Prof Yin Hong from Tsinghua University show his worry to Shanzhai cultural phenomena, he said, the multitude ever deviate into Shanzhai culture will prohibit the improvement of general culture. Though we need different levels of culture, the elite and modern culture should ever be the mainstream⑨

① For more details, please check this link: http://world.people.com.cn/GB/41214/3907799.html. and the final results: http://www.epochtimes.com/b5/4/5/21/n545544.htm.

.

② http://blog.ifeng.com/article/2513183.html。 ③ Illustrated Record of Maritime Nations (Literally in Chinese, Ha iGuo Tu Zhi) ④ Guo rui, “Shanzhai Culture and its advantages and disadvantages”(simplified Chinese: 郭锐，“山寨文化起源及其优缺点”) http://www.newrui.net/index.php?load=read&id=8. ⑤ http://blog.ifeng.com/article/2127182.html. ⑥ http://blog.ifeng.com/article/2513183.html。 ⑦ Xu Aimin (simplified Chiense: 徐爱民).http://blog.ifeng.com/article/2513183.html。 ⑧ “Reflecting on 'Shanzhai' Complex in China's grassroots culture”. China Daily. 01-08-2009 . http://english.ipr.gov.cn/ipr/en/info/Article.jsp?a_no=261335&col_no=928&dir=200901. ⑨Niming’ proposal to NCCPP raise hot debate, she said ‘Debates make Truth’.(simplified Chinese: 倪萍提案引熱議 “真理總是

越辯越明的 ” . 2009 年 03 月 10 日 07:52 來源：《廣州日報》 ). March 10, 2009, GuangZhou Daily.

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In summary: essentially, Shanzhai culture bears the imprint of grassroots innovation and the wisdom of the common people, Shanzhai products are products

that represent the cultural awareness of the mass（Xiangshuai LI, Yunfei WANG）.①

In March 6, 2009, Mr. Liu binjie, the director of GAPP (General Administration of Press and Publication of the People’s Republic of China), also the director of the National Copyright Administration of the People’s Republic of China talk to the media that, “Shanzhai Culture” (copycat culture) works, if they are valuable and good, should be included in the scope of copyright protection. "Shanzhai and piracy is not the same thing. Shanzhai culture is the creation of the public and embodies the creativity of folk culture. It has to certain extent its basis for existence and market demand, and is loved by the public. We should guide and standardize Shanzhai culture. If it does not violate other people's copyright or illegally use others' works, Shanzhai work is not pirated. " at last, he concluded: "We should fight against piracy, safeguard IPR of independent innovation and support the creation of the public. We should also promote the circulation and dissemination of copyright works and exert their role in society." ②

Analysis: what’s behind Shanzhai, Game between Quan and Shi

Shanzhai metaphor has two interpretations, on the one hand, it represents the whole phenomena of production of digital products, which is a kind of copying model industry initially launched by Chinese folk IT forces; on the other hand, it turned to be a metaphor of emerging of subculture – immigrants, young peoples born after 1980th, Netizens’ culture, became highly visible, aggressive, vocal, no longer willing to wait passively for admission into the dominant culture. Members of these subcultures flooded the internet with their happy cries for equal opportunity of became big stars or equal rights to show themselves shoulder by shoulder with the mainstream cultural production.

New Cultural Subject Presentation: Shanzhai Culture is an Adult Ceremony for

Chinese Netizens

“Shanzhai” culture doesn’t come all of a sudden, the fully-fledged Netizens paved the way for the lasting prosperous.

Firstly, by the end of 2003, China had 78 million Internet users, in 2004, it was

http://media.people.com.cn/BIG5/40606/8933972.html. ① Li Xiangshuai, “’Shanzhai’ shouldn’t be treated as an optional label”. (simplified Chiense:李向帅，“‘山寨’并非一标签”). http://blog.ifeng.com/article/2513183.html。 ② NCA Liu Binjie: Shanzhai is not piracy, http://english.ipr.gov.cn/ipr/en/info/Article.jsp?a_no=270760&col_no=925&dir=200903.

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80 million, by the end of June 2008, the number reached 253 million, and the latest number is by the end of November 2008, it was 290 million, Surpassing the United States and becoming the country with the largest number of Netizens in the world.

Secondly, by the end of June 2008, China had 600 million cell phone users, and 120 million of them are WAP phone users①, in January 7, 2009, China approved the issuance of licenses for next generation (3G) mobile networks②

Thirdly, the academic researches in China have formally acknowledged the great role of internet and mobile phone in mass communication since 2004

.

③

So, we can see that the emerging of “Shanzhai” Cultural phenomena in China is

to some extent an Adult Ceremony (せいじんしき) for Chinese Netizens (or the

audience under the perspective of communication research)

; China Netizens have experienced a lot on the shifting of policy from the government, on the personal practices in big media events such as reporting of Sichuan Wenchuan Earthquake, 2008 Olympics in Beijing, Tibet issues etc; especially the official inspection of the People’s Daily Online and chatting with netizens by President Hu Jintao in June 20, 2008, which was the first time that the highest Chinese government leader chatting with Netizens in China, has to some extent claimed the existence of Chinese Netizens and formally confirmed their cultural role.

④

.

New Subculture Presentation: Shanzhai Culture is the Grassroots’ culture

It nowadays seems impossible to describe the most commonplace details of everyday life without using the word ‘culture’. Perhaps one of the deepest, certainly one of the most absorbing, puzzles in human enquiry is found in the mobile relations between our picture of social reality and the words (let alone the concepts) which assemble it for us⑤

We may agree that hybridization has become part of an ongoing trend in cultural production, with both the globalization and localization of the culture industry (Georgette Wang and Emilie Yueh-yu Yeh, 2005). However, globalization can actually lead to the resurgence and strengthening of local identities (Giddens 1990: 50). If you see China as a whole, you may see the trend of hybridization in cultural

. so, when ‘Shanzhai’ modifies ‘culture’ and these two words recode, we have to understand or find out the social/cultural philosophy under the ‘assembling’ meaning.

① http://news.ccw.com.cn/internet/htm2007/20070611_270510.shtml. ② In English, please check the link: http://wireless.sys-con.com/node/795058. (the report in Chinese: 3G 标准，国际电信联盟(ITU)目前一共确定了全球四大 3G 标准，它们分别是 WCDMA、CDMA2000 和 TD-SCDMA 和 WiMAX。2009 年1 月 7 日下午 2：30，工业和信息化部在内部举办小型牌照发放仪式，3G 牌照正式发出。中国移动在当天上午首先获得 TD-SCDMA 牌照，中国电信和中国联通则在当天下午分别获得 CDMA2000 和 WCDMA 牌照) ③ Min Dahong, “Report on Net Communication Studies”.Vol 1. 2004. Journalism and Communication Research. (simplified Chinese: 闵大宏，“网络传播学科发展报告”，《新闻与传播研究》2004 年第 1 期) ④ Jiangfei (2009), Well Treating the Adult Ceremony of Chinese Netizens, January 7, 2009. China Youth Daily. (simplified Chinese: 姜飞，“善待网络受众的成人礼”，《中国青年报》2009 年 1 月 7 日)。http://www.cyol.net/zqb/content/2009-01/07/content_2498071.htm. ⑤ Inglis Fred (2004), Culture: Key Concepts. Malden: Polity Press. Pp1-2.

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production, for it is a transitive era for group identity construction. But before this aim has been achieved, it is a full show of cultural localization per se.

Tradition needs to be and has been created and invented in terms of the quickly changing context and background, especially in terms of globalization. The subject of the social or political, cultural discourse needs new discourses to narrate their new deeds and actions, and in the end, to build up their power.

It is too much difficult to deny the fact that hybridization has become the principal characteristic of the subject that controls the cultural production. From the case of Shanzhai culture mentioned above, we can see that hybridization is not merely the mixing, blending and synthesizing of different elements that ultimately form a culturally faceless whole. In the course of hybridization, cultures often generate new forms and make new connections with one another (Georgette Wang and Emilie Yueh-yu Yeh: 2005), and eventually, invent new traditions with new contents by hybridized new subjects.

New Cultural Production System: Game between Quan and Shi

None of those Shanzhai phenomena could be seen as a single case, no matter it is Shanzhai cell phone, Shanzhai medicine, Shanzhai beer, or Shanzhai Chunwan. They summed up as the outside symptom which deeply embedded in the shifting of Chinese cultural structure.

It has been a commonsense that to understand the characteristic of Chinese cultural structure, the shifting of power is the key concept. In Chinese, ‘power’ is

literally equivalent to “Quan” (simplified Chinese: “权” ,pinyin: Quan). To say

somebody has “Quan” (power) is to say he/she has the right of final decision for any kinds of cases within his/her power spectrum. People who has “Quan” means to go to power, no matter how high/low position it is. In China, to obtain “Quan” physically and historically means getting the great ‘seal’ officially whether from the empire or upper officials which are physically made by gold, silver, copper or stone①

Yet there is another word in Chinese, “Shi” (simplified Chinese, “势”, pinyin:

Shi). As mentioned above, “Quan”, basically means power, “Shi” (势) in Chinese is

always used together and alphabetically after “Quan”, say, “Quanshi”(权势 ).

, this seal was unique and has never been copied only when it was destroyed or lost. To use the power is to seal any formal documents distributed from an official, and obedience to the power is to recognize the seal firstly before carrying it out. Nowadays, there is still seal using when nominate an official in China, but together with the personal signature. This is “Quan”.

① But now it always made by rubber, you can find it anywhere in China, the rubber stamp means power is a commonsense in China.

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“Quanshi” has more rich significances than the single word “Quan”. The ‘Shi’ behind

‘Quan’ enriched the connotation (simplified Chinese:内涵,pinyin: Nei Han) and

extended the denotation (simplified Chinese: 外延, pinyin: Wai Yan) of ‘Quan’.

So, what’s ‘Shi’? In old Chinese, “Shi” has its concrete meaning, the virila, the male genital organ. Some old civilizations such as Egypt, Rome, Greece and China all have castrated person in their history.①

One thing must be mentioned here is that, the castrated person has lost his “Shi”, but he has a lot of “Quan” (power), most of the time he has acted as a servant before the empire, but because he has the “Quan” to approach to the powerest people, he then obtain the “Quan” through influencing the empire on decisions of some single cases, this conversely made up for deficiency of “Shi” and made the castrated person has both “Quan” and “Shi”.

In China, to cut the virila was called “Qu Shi”

(simplified Chinese:去势,pinyin: Qu Shi) in written works. Then, after emasculation,

the people were sent to the forbidden city to serve the empire, his wife and concubines. Castrated person always physically lost their male characteristics such as beard and acted like female, in China, even now if a man spokes small and acted like a woman will be called lacking of vigor, force, and masculinity, namely, lack of “Shi”.

So we may see that “Shi” is very close to the influence of power, it ‘IS’ power or decided by power, it is the spheres of influence.

Once “Shi” was used alphabetically after “Quan”, namely “Quanshi”, it (“Shi”) always means treatments one accepted once he/she got the “Quan” (power), such as size of the staff following in attendance, rank or quality of living (at home and in hotel), fields and degrees that his/her power (“Quan”) accessed to, for instance, is his/her power only limited within his/her office or has more influences in other certain fields, and how far it is etc.

So, based on these detail deduction of the relationship between “Quan” and “Shi”, we may apply it to the inner logic relation between the government and the media in China: the government has “Quan” (power), yet the media was not naturally, instinctively fasten together with “Quan”, though the emergence of mass media has conducted by the name of “the Fourth Estate” or “the Fourth Power”. It is the power of the authorities most of the time, say, the state, ‘In the increasing degree seize art effectively to use the fourth power for achievement of the political and economical targets’②

But naturally, the media has “Shi”, for example, the reporter has no right for final decision in a single case, but the press-as-a-whole can give the case a tremendous build-up and influence the judge eventually. So, the tremendous build-up given by the press as a whole was “Shi”’s working. Then, could the media get some degrees of

.

① http://www.china.com.cn/culture/txt/2007-07/29/content_8595008.htm. (simplified Chinese:“历史探秘：中国史上的外籍太监从哪儿来？”《北京科技报》2007 年 7 月 29 日). ②Vladimir KUZNECHEVSKY(2000), What power is necessary to "the fourth power"?

http://www.hotels-in-st-petersburg.info/piternewsi7131.html.

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“Quan” after years of build-up of “Shi”? the answer is: sure, it is. Yet most of the time, the applying of “Quan” by the media may like works of sand carving, it may collect huge scales of sand in a very short time, but the castle is founded on sand, even the castle itself is made by sand. The castle on the sand can’t withstand piss of a kid, say nothing of the impact of the ocean weave.

Most of the time the government has “Quan”, and if the government also got support by the overwhelming majority of the people, the government will have both “Quan” (power) and “Shi” (influence) at hand, say, have “QuanShi”. For the mass media, primarily, they have no “Quan” at hand, none of the regular social department who has something to do with the daily life of the ordinary people was under the control of the mass media, the only “Quan” they have is to find and report the latest news and messages to the mass, this “Quan” is tentative for one case and unendurable.

But the mass media has “Shi”. Through news selection and continually reporting, they may hard to decide “how-to-think”, yet they set the agenda for “thinking-what”. So, in the long run, to get “Quan”, the mass media whether got “Quan” from the government authorization or through build-up of “Shi” generally.

Then, move back to the topic of “Shanzhai” culture in China. The traditional mass media (mouthpiece) in China has to some degrees gotten “Quan”, or in other words, an extension or representatives of the governmental “Quan”. When internet emerged in China, for a very long time, the traditional media fervently believe in their control of the reporting “Quan” through selection of contents, right moment of reporting and degrees when dealing with some sensitive topics; but when the internet users mushroomed, the “Shi” of Netizens has grown up and almost went out of control of traditional media, even in some cases, the internet set up the agenda for traditional media. So, the “Shanzhai Spring Festival Gala Evening” wish to break the 25 years absolute control of CCTV to “Spring Festival Gala Evening” in this context and presented in the cultural stage of China. It is the result of competing between “Quan” and “Shi”, its future will be decided by the game of “Quan” and “Shi” as well.

Then, when we focusing our eyes on the Shanzhai Chunwan, on the initiator Shi Mengqi (Lao Meng), he is just an agent of the new-grown-up subject among cyber space of China, an IT worker, a migrant job-hunting guy, he has no “Quan” (power) at all. Concerning about the internet, the gate-keeper is the different levels of state or its agent. Bloggers such as Shi Mengqi hacked around the internet as one among 290 million Chinese internet users. Yet he is smart enough to make full use of the internet,

to “borrow the ‘Shi’ (借势, influence)”①

① Yihong Wang, Power-Borrowing-Lending Communication: In Search of A Conception Understanding of Relational Communication and Practice in the Daily Lives of the Chinese People. Conference paper submitted to the Hongkong Chinese University in 2008.

accumulated by this new media, even “Zao

Shi” (literally: made great momentum, simplified Chinese:“造势”,pinyin: Zao Shi).

Then, at a right point, this kind of “Shi” borrowed from the internet and made with the help of internet, even the traditional media, was converted or translated into certain

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kind of “Quan” (power). Then you will understand why Shi Mengqi was under the spotlight of media and why so many people show interests to take part in the Shanzhai Chunwan project.

But this kind of combination between “Quan” and “Shi” last briefly, like the sand carving – no matter how many glues you used to the sand, it will collapsed in minutes in the end. The State Administration of Radio Film and Television (simplified Chinese:

中国广播电影电视总局 ) notified all the Television Stations informally ‘no

participating’ and ‘no broadcasting’ to Shanzhai Chunwan, it brought abortion of the broadcasting plan to the Shanzhai Spring Festival Gala Evening from Guizhou TV Station eventually. And at the eve of traditional Chinese Lunar New Year, January 25 in 2009, the “Shanzhai Spring Festival Gala Evening” show has to present on the cyber space in the ‘official’ website of the Shanzhai Chunwan organizing committee (www.ccstv.com). The new organizing committee for 2010 Shanzhai Chunwan has set up and aimed at live broadcasting on traditional media.

Conclude without conclusion

Shanzhai phenomena is an inevitable trend obscure in the course of globalization for those post-developed economy. When these post-developed economy emerged on the world platform, they suddenly found that everything, including the rule of any game has been fixed, the only thing left for them is to be a follower on the established orbit.

But the common sense under the contemporary market-oriented economical system is that without huge accumulation of capital and techniques, few economy bodies can gain a secure foothold. Then another common sense presented before us: when the society leave very very few foothold for the poor, then they will be forced to rob and built a Shanzhai (fortress) to protect and develop themselves; following almost the same logic, the new emerging economy has to struggled for alive, whether they invented something new (even a new rule) or copy the model (including the products) to stay alive or predestinated to die.

It’s hard to be labeled simply by copying and pirate, its emergence is the result of social tolerance and open minds; its existence consists with pressures to the reforming of the mainstream culture from outside of the door; its way to the future has a lot to do with the trends toward a more civilized and opening society, so, the best way for us to dealing with this cultural phenomena is: “leave it alone,” “wait and see”, “ protect and help it find its right way”.

Further more, the Shanzhai phenomena was absolutely not a single case among some small businesses, it reflected the shifting of economy system of contemporary China, shifting from a follower to a copier, to an inventor eventually; it also reflected another profound shifting of cultural system of contemporary China, from old traditional agricultural civilization to modern industrial civilization with the help of new media. It was the positive result of 30 years opening policy, a good harvest filled

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with innovating courage, equal opportunity and right to vocalization, and the foremost, the greatly matured new subject grown up within the cyber space.

2008 Olympic games in Beijing is a concentrated show of the mainstream culture, also a honeymoon between the government and the Netizens. The tide keep going, how about the rocks under the tide? The subculture in China is burgeoning, the interests to it are booming. Shanzhai culture is not only emerging of subculture, but also altering the nation’s culture makeup, its landscape and its taste. Let’s keep an eye on it.

Appendix: Story of 鸲鹆(qúyù)

To understand the Shanzhai culture better, I recommend a story from a traditional Chinese classic, Liao Zhai Zhi Yi (literally be translated into “Strange tales from

make-do studio”①

simplified Chinese: 聊斋志异，pinyin: Liao Zhai Zhi Yi) for

further reading. I believed that different people will read different meaning from it.

In Chinese:

王汾滨言：其乡有养八哥者，教以语言，甚狎习，出游必与之俱，相将数年

矣。一日将过绛州，去家尚远，而资斧已罄，其人愁苦无策。鸟云：“何不售我？

送我王邸，当得善价，不愁归路无资也。”其人云：“我安忍。”鸟言：“不妨。主

人得价疾行，待我城西二十里大树下。”其人从之。

携至城，相问答，观者渐众。有中贵见之，闻诸王。王召入，欲买之。其人

曰：“小人相依为命，不愿卖。”王问鸟：“汝愿住否？”言：“愿住。”王喜，鸟又言：

“给价十金，勿多予。”王益喜，立畀十金，其人故作懊悔状而去。王与鸟言，应

对便捷。呼肉啖之。食已，鸟曰：“臣要浴。”王命金盆贮水，开笼令浴。浴已，

飞檐间，梳翎抖羽，尚与王喋喋不休。顷之羽燥。翩跹而起，操晋音曰：“臣去

呀！”顾盼已失所在。王及内侍仰面咨嗟，急觅其人则已渺矣。后有往秦中者，

见其人携鸟在西安市上。

① Liao zhai zhi yi xuan / Pu Songling zhu ; Dannisi Ma'er, Weikeduo Ma'er yi = Strange tales from make-do studio / written by

Pu Songling ; Denis C. & Victor H. Mair。Beijing Shi : Wai wen chu ban she, 2001.

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In English

A Myna

Wang Fenbin told me the following story. In his hometown, there was a man who kept a myna bird. He was very fond of it and trained it to talk. Whenever he left home, he would take the myna with him. Several years elapsed. One day, he happened to pass by Jiangzhou city. By this time, he had spent all his money. he was extremely upset and did not know what to do. The myna said to him, “why don’t you sell me” Take me to the prince, and you will get a good price; so you won’t have to worry about traveling expenses”. The man said, “How can I have the heart to sell you?” The myna said, “Don’t worry. When you get the money, leave this place as soon as possible, and wait for me under the big tree twenty miles west of the city.” The man agreed and took it into the city. In the city, the man and the myna were engaged in conversation, which attracted more and more onlookers. A eunuch of the palace saw the scene and informed the prince. The prince called the man in and wanted to buy his myna. The man said, “Me and the myna depend on each other for survival. I won’t sell it.” The prince asked the myna, “do you want to live in the palace?” The myna said, “I’d love to.” The prince was very happy. The Myna said again, “Give him ten ounces of silver as the reward. No more than that.” The prince was even more pleased. Immediately, he gave the man ten ounces of silver. The man pretended that he was sad and left.

The prince talked to the myna, and the myna answered fluently. The prince ordered that meat be fed to the myna. When the myna was full, it said, “I want to take a bath”. The prince gave the order to open the cage and let the myna bathe in a gold basin. When it finished bathing, the myna flew to the eaves, combed its plumage, and was still talking incessantly to the prince. After a while, when its plumage was dry, it flapped its wings and said with a Shanxi accent, “I am leaving!” The prince looked around and the myna had disappeared. The prince and his servants looked up to the sky and heaved deep sighs. They tried to find the an but the man had disappeared too. Later, a traveller to Shanxi saw the man and his myna on the streets of Xi’an. Questions: 1. who is the myna? The netizens, the internet, the mass media, the government? 2. what’s Shanzhai Culture? How to locate Shanzhai culture among the ‘Man’, the

myna, and the prince?