Cross-Media, Cross-Promotion: Intermediality and Cultural Entrepreneurism in Postsocialist China

Abstract

This essay conducts a case study of the cultural entrepreneur Guo Jingming (郭敬明) in order to examine intermedial practices in current China's cultural entrepreneurism and their social and political implications. Focusing on Guo's entrepreneurial practices between 2006 and 2016 with the young adult-oriented mook Zui Novel (最小說 Zuixiaoshuo) as the core product, I look into his crossmedia building and promotion of his cultural persona, his company's strategy of creating young author-cum-idols, and the intermedial production of Guo's bestseller trilogy Tiny Times (小時代 Xiaoshidai). In these practices, old and new media converge to cross-promote cultural products. Guo's cultural entrepreneurism explores and exploits the Me-Generation's narcissism, self-pity, and strong desires for both cultural participation and self-promotion. The young consumer's interest in participation is courted yet contained for commercial ends. Meanwhile, Guo Jingming presents himself as the embodiment of the self-improving and self-enterprising ethos of economic neoliberalism. His connection with state cultural institutions is therefore downplayed in this brand image.