China’s Tibet™: Brand Management with Chinese Characteristics

A thought-provoking piece over at a web site entitled “Rukor” (Creating China’s Tibet): 

China’s home-grown orientalism, like the historic orientalism of Europe towards west Asia, ascribes fixed roles and identities to its exotic objects. The Tibetans are required to play their part in a Beijing based script. The scripted role for Tibetans is to be forever on the way to modernity, without ever reaching their goal of achieving a level of civilisation equivalent to the urban Chinese who come to Lhasa as tourists. This is an unresolved tension. If Tibetans remain backward, ungrateful and uncivilised, tourists will not feel welcome or even safe. If Tibetans adopt Chinese ways and language, thus improving their human quality, becoming more civilised and employable in Chinese enterprises, they lose their exotic appeal, and will compete with politically reliable Han Chinese immigrants for hospitality industry jobs.

So Tibetans must forever be in between, striving but not yet succeeding in becoming more modern, in recognisably Chinese ways. This is the paradox: the Tibetans are not permitted to turn their backs on Chinese modernity, but they may not succeed either. They cannot fail but they cannot win. This internal contradiction inherent in China’s mass tourism industry and overall policy towards Tibet is at the core of the unique brand China has invented: China’s Tibet™. 

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