Identity and Art Consumption through a Micro-Sociological Lens : An Ethnographic Study of Urban Yuppies in Dongshankou, China

Dongshankou, a district in Guangzhou, China, represents a unique intersection of traditional Chinese and Western cultures, shaped by its historical role as a hub for the upper class and foreign influence. This distinctive cultural context positions Dongshankou as a compelling case for examining the relationship between collective identity and art consumption among young urban professionals (yuppies). This study investigates how the purchase of artworks contributes to the formation and maintenance of yuppies’ identity. Utilizing Burke and Stets’ Identity Theory, the research explores the interplay between identity formation and art consumption from a microsociological perspective. Data were collected through ethnographic methods, including participant observation and in-depth interviews with 22 yuppies selected based on income, education, and occupation. The findings indicate that art consumption enhances self-esteem, fosters community belonging, and serves as a critical mechanism for identity validation. The purchase of artworks, in particular, emerges as a key tool for sustaining collective identity within this sociocultural framework.