The rise of a "Fudan Goddess": Cultural entrepreneurship in China between moral education and popular culture

Abstract

This article investigates the trajectory of Chen Guo, a successful moral educator who became an internet celebrity and bestselling author of self-help books thanks to the originality of her teaching methods. The article reveals that Chen Guo's contributions as a state teacher and as a popular cultural producer, rather than being at odds with each other, are to a very large extent unified, as she has managed to create a moralising but depoliticised approach to teaching which encourages personal self-improvement and social awareness by drawing from the principles and practices of self-help literature. Chen Guo's career and work thus offer a unique case to investigate the interactions and the intersections between official and popular culture in contemporary China, in particular, by observing how the current party-state's ideological apparatuses incorporate the creative use of popular cultural forms in their message with the aim of enhancing the efficacy of the official ideological education.