ArticleAuthors: Jian Wang (2006)
This study advances the concept of consumer nationalism in the international marketplace. It examines the complex role of the media in its formation and expressive practices through a case study of an incident involving Toshiba Corporation in China.
The concept rests upon three key arguments of self-definition through consumption, globalization, and symbolic national unification. In their encounter with the global brand Toshiba, the Chinese media and consumers re-discovered and evoked a strong nationalistic sentiment underlined by Japan’s past aggression and atrocities in China.
The media discourse of national pride and dignity in the case study represents the complex confluence of ... 
