Finances, Family, Fashion, Fitness, and … Freedom? The Changing Lives of Urban Middle-Class Vietnamese Women

  • Ann Marie Leshkowich
Part of the ARI - Springer Asia Series book series (ARI, volume 2)


Drawing on more than 15 years of ongoing ethnographic research in Ho Chi Minh City, this chapter explores the dilemmas of freedom, constraint, anxiety, and morality experienced by middle-class women with respect to finances, family, fashion, and fitness. Although many women welcome the chance for self-determination afforded by new forms of production and consumption, and this might signal a retreat of the state from involvement in private life, this chapter demonstrates that market-oriented economic policies have enabled the Vietnamese government and communist party to interpellate women as consumer-citizens in new commercial arenas.


Communist Party Market Socialism Conspicuous Consumption Vietnamese Woman Expert Guidance 
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Copyright information

© Springer Science+Business Media B.V. 2012

Authors and Affiliations

  1. 1.Department of Sociology and AnthropologyCollege of the Holy CrossWorcesterUSA

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