Across Asia, consumer culture is increasingly shaping everyday life, with neoliberal economic and social policies increasingly adopted by governments who see their citizens as individualised consumers. This book explores how far everyday conceptions and experiences of identity are being transformed by media cultures across the region. It considers a range of media in different Asian contexts, contrasting how the shaping of lifestyles in Asia differs from similar processes in Western countries, and assessing how the new lifestyle media represents not just a new emergent media culture, but also illustrates wider cultural and social changes in the Asian region.

Fran Martin is an Associate Professor and Reader in Cultural Studies at the University of Melbourne, Australia and an Australian Research Council Future Fellow.

Tania Lewis is an Associate Professor in the School of Media and Communication at RMIT University, Melbourne, Australia.

Foreword 1. Lifestyle Media in Asia: Consumption, Aspiration and Identity 2. Neoliberal Capitalism and Media Representation in Korean Television Series 3. Family, Aesthetic Authority and Class Identity in the Shadow of Neo-liberal Modernity 4. Mediatization of Yangsheng 5. The Pink Ribbon Campaign in Chinese Fashion Magazines 6. Empresses in the Palace and The Project of "Neoliberalization through China" in Taiwan 7. Media and Cultural Cosmopolitanism 8. Differential (Im)mobilities: Imaginative Transnationalism in Taiwanese Women's Travel TV 8. Locating the Mobile 9. Dishing Up Diversity? Class, Aspirationalism and Indian Food Television 10. Islam¿s Got Talent