Executive summary of “Family meals and identity in urban China”

Citation

(2015), "Executive summary of “Family meals and identity in urban China”", Journal of Consumer Marketing, Vol. 32 No. 7. https://doi.org/10.1108/JCM-11-2015-049

Executive summary of “Family meals and identity in urban China”

Article Type: Executive summary and implications for managers and executives From: Journal of Consumer Marketing, Volume 32, Issue 7

This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present.

Significant social and economic transformation in China over recent decades has been widely examined in academic circles. Much of the discussion has focused on the impact of change on the country’s traditions and long-held Confucian values. Most commentators acknowledge that a shift toward individualism has occurred, mainly among younger Chinese consumers. However, the process of modernization in China is complex and has not been occurring in a linear fashion. Evidence suggests that the collectivist culture has been far from eroded and that the influence of key reference groups remains strong.

Family is one of the strongest institutions within the Chinese society. How the growth in individualism has impacted on family identity remains a topic of considerable debate among scholars. While some analysts believe that obligation to the family continues to prevail, opponents of this view point to greater personal autonomy and a lowering of parental influence as being the new norm within many families. One issue not in contention is the significant number of different family structures that have emerged in recent years. Smaller family sizes and increases in co-habitation and divorce are among the most influential factors. Researchers have also found that gender, age and geographic region impact on attitude toward traditional family values.

A combination of “legacies and modern forces” are responsible for the family values which exist in urban China today. This combination of “political, economic, and social forces” has prompted an unprecedented impact on family norms. Individualism in Western societies is attributed to modernity and increasing globalization, and observers claim that similar developments are occurring in China. Changes to such as living standards, gender roles and the labor market are seen as testimony to this. Public policies are seen as having a particular impact on family structures through the likes of housing regulations and the single-child policy introduced in 1979.

Group identity is important in China and family identity is commonly regarded as the most important type. It is developed and adjusted through the range of activities in which family members participate. Researchers believe that these activities can be positioned on a continuum bounded by routine and ritual. Practices share certain characteristics but are regarded as having “ritualistic properties” once they become more symbolic in nature. The value of rituals lies in the fact they create stronger bonds between members of the group of society in which they belong. In a family context, rituals are shaped by various life events along with social, political and economic forces outside the family unit.

Prior research has claimed that family rituals differ from family routines in that they incorporate:

• Communication, this is significant is determining the family identity and what is important to it.

• Commitment, with respect to consistently engaging in the practices and rituals which help to construct and strengthen identity. Through commitment, practices become more intuitive and permanent.

• Continuity, referring to both time and place. A key part of identity is the transmitting of rituals that define the family across generations.

A diversity of communication styles is known to exist within Chinese families. Nevertheless, there has been a general move away from communication based on conformity to a style more oriented toward conversation. Modernization’s disrupting effect increases the importance of commitment to family rituals, while Chinese society values continuity of the family.

One significant change within Western societies involves eating habits. Time pressures have led to more individualized behavior patterns and spawned a massive growth in fast food restaurants, consumption of processed foods and eating snacks. Family mealtime has accordingly become less common and commentators have linked this change to a decline in the authority of family and the importance attached to its values and identity.

Socioeconomic changes in China have also impacted on eating behaviors in China. Busier schedules have forced many urban consumers to eat more meals away from home. The shift toward individualized eating habits evidenced in the West is also increasing within Chinese households, studies have found. Choice of restaurants and other food outlets is greater and consumption patterns are more varied than before. Notwithstanding these changes, the family meal remains a greater institution in China relative to Europe and North America. Researchers claim that the occasion is used to sustain the family and convey important values and norms.

Yu et al. examine these issues in a study focusing on family dinners as rituals. A qualitative phase was first conducted in the city of Changchun, where changes in the “consumption landscape” means that residents can purchase food from a wide variety of retail outlets. Focus groups involving females mainly responsible for cooking dinner and interviews with other adult family members comprised this part of the study.

Findings indicated that participants:

• Report increasingly busy schedules at work and in general.

• Agree about the importance of the family eating together, as this is often the only chance members can properly engage with each other.

• Believe dinner provides a valuable opportunity to connect, communicate and address any problems or misunderstandings. A collaborative communication style has become the norm in many families. However, conformity is still expected in a few families and children are discouraged from talking during mealtimes.

• See dinner as a means of strengthening relationships and unity and serving to provide family stability.

• Believe that eating together positively impacts on the family’s strength and continuity. Engaging in the ritual demonstrates the importance of family to its members.

• Regard the family dinner as enabling such as social skills, “meal etiquette” and the importance of nutrition to be imparted to younger generations.

Families place considerable importance on education, so mealtimes are typically arranged around children’s study schedules. The one-child rule makes this task easier.

Following a pilot study, the qualitative phase of the work was conducted in shopping malls within the cities of Beijing, Shanghai, Changchun and Guangzhou. Subjects had to live in a household consisting of at least two generations and have most responsibility for food shopping. Family member participation in food preparation and dining was among the issues addressed by the questionnaire. A sample of 1,319 was obtained.

Analysis further confirmed indications from the qualitative study with regard to the impact on family identity of the communication, commitment and continuity linked with family meals. Communication showed the lowest effect overall and this was attributed to a minority of families upholding the tradition whereby silence during mealtimes is valued. It was also concluded that family identity was weaker in families where mealtimes are not perceived as a means of reinforcing continuity.

The need for a targeted marketing approach which addresses the growing diversity of lifestyles is pointed out. Marketers should use messages which focus on “family love and commitment” when promoting such as food brands and kitchen appliances. The authors likewise recommend stressing family identity for such products. But fast foods, snacks or other products associated with “individualistic eating styles” should be promoted through messages which emphasize freedom, independence and personal identity.

Future work might investigate the possible significance of certain socio-demographic characteristics. Family rituals and consumption of traditional food could also be explored further with regard to growing multiculturalism and the new food options it has spawned. Another option is to examine holidays and other types of family ritual. Scholars might extend the survey to other cities and conduct longitudinal research.

To read the full article enter 10.1108/JCM-09-2014-1146 into your search engine.

(A précis of the article “Family meals and identity in urban China”. Supplied by Marketing Consultants for Emerald.)