of media, characterized by the unprecedented presence of images, signs, and bodies, has created ‘communities with no ‘sense of place.’”91 No longer tied to a physical space, communities can exist virtually and hold the same presence and importance in the digital space. YanYan and Bobblehaus both exist within a time period that allows them to communicate with their customers directly and formulate a community not bound by space. National communities are only a few of the examples of communities that exist in today’s globalized world. For the context of this thesis it is important to understand the core communal values within Chinese communities and those with Chinese heritage to evaluate how it translates to the conception and ethos of their brands. Regarded as a collectivist culture, Chinese culture emphasizes group relationships, valuing both what is best for personal relationships and for the wellbeing of the overall community.92 Yet this is only the surface of the value of community within Chinese culture, as what is truly foundational to community are familial relationships and kinship, which has its ties to the century old ideas of filial piety and social harmony.93 It is impossible to separate modern Chinese culture from Confucianism, as it is deeply integrated into Chinese societal values, forming the understructure of many East Asian societies.94 Though filial piety points specifically to obedience and care towards one’s parents and elder family members, the “emphasis on the close affinity of the clan, the neighborhood, tutorship,
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Clark, Hazel and Alla Eisenberg, Rethinking Fashion Globalization, 241. Gao, Mobo. “Collectivism.” Afterlives of Chinese Communism: Political Concepts from Mao to Xi. ANU Press, 2019. http://www.jstor.org/stable/j.ctvk3gng9.8. 93 Zhang, Lihua. “China’s Traditional Cultural Values and National Identity.” Carnegie Endowment for International Peace. November 13th, 2013. 94 Lai, Chen. “Historical and Cultural Features of Confucianism in East Asia.” 102. 92
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