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Rhetorical affects in China’s digital consumer culture: an affective–reflective approach to the Yuhui Dong phenomenon
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Abstract
This study contextualizes the Affective–Reflective Theory (
ART
) to analyze the melodrama pertinent to Yuhui Dong, a salesman from Dongfangzhenxuan (
East Buy
). The fiery contention between the fledgling commonalty epitomized by Yuhui Dong and the underlying capitals reified by Dongxu Sun (then-CEO of
East Buy
) and Minhong Yu (CEO of
New Oriental Education & Technology Group
, the parent company of
East Buy
) molded the rhetorical situation within Chinese consumption cyberspace. With the generic implementation of
guanxi GRX
,
ART
helps to expound the rhetorical circulation of affect in this public hotspot through a dual-phased lens – automatic association and reflective evaluation. This study forays into dissecting emotional capitalism and digital fandom, ultimately rendering the China-specific affect unique to the media communication and consumer culture in the digital sphere.
Title: Rhetorical affects in China’s digital consumer culture: an affective–reflective approach to the
Yuhui Dong
phenomenon
Description:
Abstract
This study contextualizes the Affective–Reflective Theory (
ART
) to analyze the melodrama pertinent to Yuhui Dong, a salesman from Dongfangzhenxuan (
East Buy
).
The fiery contention between the fledgling commonalty epitomized by Yuhui Dong and the underlying capitals reified by Dongxu Sun (then-CEO of
East Buy
) and Minhong Yu (CEO of
New Oriental Education & Technology Group
, the parent company of
East Buy
) molded the rhetorical situation within Chinese consumption cyberspace.
With the generic implementation of
guanxi GRX
,
ART
helps to expound the rhetorical circulation of affect in this public hotspot through a dual-phased lens – automatic association and reflective evaluation.
This study forays into dissecting emotional capitalism and digital fandom, ultimately rendering the China-specific affect unique to the media communication and consumer culture in the digital sphere.
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