Opinionist: The cult of Haibao

The slogans for both events, the Olympics and the Expo, illuminate this distinction. Whereas the Olympic slogan reads “One world, one dream,” connecting China to a world of nations, the Expo slogan reads “Better city, better life,” putting Shanghai on the map of globalized cities, not countries. Creating this type of identity for Shanghai is not difficult either, as Shanghai historically has always seen itself as connected, yet separate, from the rest of China, a gateway through which China connects with the rest of the modern world.

This is similarly emphasized in academic discourse. It is no accident that many books about China’s search for modernization are almost entirely concerned with Shanghai and present the city’s modern history as unique (though other treaty-ports sometimes get a look in as well). Leo Ou-fan Lee and Yeh Wen-hsin, along with countless others, have demonstrated that Shanghai was the birthplace of the modern Chinese nation because of its unique cultural connection with the outside world at the beginning of the twentieth century.

I did my senior thesis research about the magazine Ling Long, a Shanghai women's magazine from the 1930s. The layout and message of this magazine very clearly demonstrated the way that modern people, specifically modern women, should look and act. These modern Shanghaiers lived a unique lifestyle of "East meets West," a lifestyle that could be lived in Shanghai but no other Chinese metropolis. At the same time, Shanghai’s city landscape and unique institutions gave way to this lifestyle, and also fed the belief among Shanghai people that they were the leaders of the modern world in China, and even in Asia as a whole.

The current campaigns for the Expo play upon this Shanghainese notion that it is the center of Chinese urban modernity. One particular advertisement that seems to run on constant replay on twenty meter high screens on the sides of skyscrapers depicts Haibao’s journey through China. He first stops in Yunnan where he is greeted by the Miao people, in traditional costume (the Miao costume includes a very large and distinct white and red headress), who offer him local gifts. He then moves onto Xinjiang, where Uigher girls in flowing country dresses offer him grapes (a regional specialty) and play traditional Uigher instruments around him as he smiles and dances. Then, suddenly, we see a man in a light cotton button up shirt and slacks and a girl in a Western sundress, and they run along a road lined with modern skyscrapers and they take pictures of Haibao with their digital cameras.

The distinction between the “traditional” and “modern” is accentuated by the fact that our modern Shanghairen (Shanghainese) actually watch the “traditional” scenes on a TV screen on a skyscraper (where, in real life, this whole advertisement is played), making the "traditional" elements seem like a movie, not the real and modern Chinese world (in Shanghai). This advertisement sends a clear message: Shanghai is the end of the natural progression from traditional to modern, and therefore the logical place for the world Expo—the contemporary counterpart to the World’s Fairs of old, the first of which were held in London and Paris when those cities represented state-of-the-art modernity.

Furthermore, while also making the dichotomy between a traditional lifestyle and a “modern” lifestyle, the advertisement also implies that all of China’s elements, its diversity, celebrates Shanghai’s greatness. The advertisement actually ends not in Shanghai, but in Hong Kong, as Hong Kong people wave and welcome Haibao. While this could be interpreted in many different ways, what it seems to symbolize in this context is Hong Kong recognizing Shanghai as the new urban center of China, just as all of China’s different minorities recognize it as well. In a sense, there are many forces at play here: the dichotomy of tradition and modernity, the stark contrast between China’s minorities and Shanghai’s urban elite, and even competition among China’s urban centers. But as all of these places and peoples greet Haibao, they are in fact greeting Shanghai’s coming of age. China is essentially centered around Shanghai.

To be continued in Part II.

Photo by Swiss James