Knowledge of contemporary China

The film’s protagonists, the charismatic and relentlessly energetic live-stream hosts and hostesses, embody the spirit of what can only be described as “neck-breaking capitalism.” Their daily routines are a relentless performance of enthusiasm and persuasive salesmanship, directly targeting vast online audiences. This intense competition for viewership and sales, where fleeting fame and fortune are the ultimate prizes, stands in stark contrast to the collectivist ideals espoused by the Communist Party of China (CPC) for much of its history. The documentary inadvertently highlights the profound impact of Deng Xiaoping’s reforms, which, while lifting millions out of poverty, also unleashed a powerful wave of market-driven forces and individualistic aspirations. The pursuit of material wealth, once ideologically suspect, has become a driving force, shaping the ambitions and behaviors of a significant segment of the younger generation.

The social media direct sale hostesses in “People’s Republic of Desire” bear a striking, if technologically mediated, resemblance to the “factory girls” so eloquently described by Leslie T. Chang in her book “Factory Girls: From Village to City in a Changing China.” Chang’s work illuminated the lives of young women who migrated from rural villages to the burgeoning industrial cities of the Pearl River Delta, seeking economic opportunity and a chance at a better life through factory work. These women, often enduring harsh conditions and long hours, represented the human engine of China’s economic miracle. Similarly, the live-streamers in the documentary are driven by a desire for upward mobility and financial success, leveraging their personal charisma and relentless work ethic within the digital marketplace. Both groups, separated by decades and the nature of their labor, are navigating a rapidly changing China, adapting to new economic realities and striving for individual advancement within a system that, while offering opportunities, also demands immense effort and resilience. The factory floor has been replaced by the digital stage, but the underlying drive for a better future, often defined by material acquisition, remains a powerful motivator.  

Furthermore, the intense competition depicted in the documentary reflects a broader societal anxiety about status and success in contemporary China. The pressure to achieve financial prosperity is immense, fueled by rapid urbanization, rising living costs, and a deeply ingrained cultural emphasis on upward mobility. The online platforms become arenas where these aspirations are played out in real-time, with viewership and sales figures serving as public metrics of individual worth and success. This digital performance of ambition echoes the observations made by scholars like Yunxiang Yan in “The Individualization of Chinese Society.” Yan argues that while collectivist values have not entirely disappeared, there has been a significant shift towards individualism and a focus on personal achievement, particularly in the economic sphere. The live-streamers, in their relentless pursuit of online fame and fortune, epitomize this individualistic drive within the context of a hyper-competitive digital economy.  

However, “People’s Republic of Desire” also subtly hints at the inherent precarity and potential superficiality of this digital gold rush. The fleeting nature of internet fame and the constant pressure to maintain viewership and sales create a high-stakes environment where burnout and disappointment are ever-present possibilities. The documentary captures the intense emotional investment of the hosts and their audiences, revealing a yearning for connection and validation that extends beyond mere consumer transactions. This aspect resonates with the critiques of consumer culture found in various sociological and cultural studies, suggesting that the relentless pursuit of material goods and fleeting online validation may not always lead to lasting fulfillment.

Moreover, while the documentary focuses on the seemingly unfettered capitalist energy of the live-streaming world, it is crucial to remember the overarching presence of the CPC and its evolving role in Chinese society. While the reforms have undeniably fostered a market economy, the state retains significant control and influence. The very existence and operation of these large online platforms are subject to government regulation and censorship. The Party’s emphasis on social harmony and its occasional crackdowns on online content deemed “inappropriate” or “vulgar” serve as a reminder that even in this seemingly decentralized digital space, the state’s authority remains a significant factor. The documentary, while not explicitly addressing this, exists within this complex political and regulatory environment, which ultimately shapes the boundaries and possibilities of this digital marketplace.  

In conclusion, “People’s Republic of Desire” provides a fascinating and often unsettling portrait of contemporary China’s embrace of consumerism and the intense individualistic pursuit of wealth through social media. By examining this phenomenon through the historical lens of Communist China’s reform era and drawing parallels to the experiences of earlier generations of migrant workers like the factory girls described by Leslie Chang, the documentary reveals the enduring human drive for a better life in a rapidly transforming society. While the digital stage offers new avenues for ambition and achievement, the underlying pressures of competition and the potential for fleeting success echo broader societal anxieties about status and material well-being, as highlighted by scholars like Yunxiang Yan. Ultimately, the documentary serves as a potent reminder of the complex and often contradictory forces at play in contemporary China, where the dynamism of a burgeoning consumer society operates within the enduring framework of a state with a unique historical and political trajectory. The spectacle of online desire, while seemingly a purely capitalist phenomenon, cannot be fully understood without acknowledging the historical and ongoing influence of China’s socialist past and its unique path of reform.