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September 23, 2025Frontiers in Public HealthOpen Access

From propaganda to neoliberal consumer culture: the cultural logics of physical activity promotion in Maoist and urban China

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Opinion article explores the evolution of fitness practices in China, highlighting consumer culture's influence on physical activity.

Physical activity in urban China has transformed, reflecting consumer aspirations and cultural identity.
Participation in fitness, like running marathons, is influenced by market forces and social distinction.
The article discusses how neoliberalism shapes our understanding of fitness, emphasizing symbolic and aesthetic dimensions.
Public health strategies must engage with cultural infrastructures to promote inclusive fitness practices.

Zhu et al. (2025) studied this question.

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