Modernity and Globalization: The Local and Global Sources of Individualistic and Materialistic Values in Shanghai

Sociological research has arrived at an intellectual crossroad where it faces the challenge of understanding how the dynamics of globalization have joined the forces of modernization in inducing social change. In this paper, using a survey conducted in Pudong, Shanghai, in 2001, which had captured conditions of the area's rapid transformations in a globalizing city, first, we have uncovered two distinctive dimensions of individualistic vs. materialistic values via factor analysis. Second, we have shown strong bivariate relationships between these two dimensions of values and several demographic and socioeconomic variables, as well as personal global connections (PGCs). Third, we have found that PGCs have uneven significant effects on the emergence of individualistic and materialistic values net of the demographic and socioeconomic variables. Finally, we discuss how modernizing and globalizing conditions are conducive to the formation of individualistic and materialistic values in Shanghai, heralding this process in other rapidly modernizing and globalizing cities in China and elsewhere.