Measuring Up: Better baby contests in China, 1917–45

Abstract

AbstractThis article charts the Chinese indigenization of better baby contests, from Christian health services offered by the YWCA to positive models of nourishment organized by Chinese philanthropic organizations and local and central governments. American missionaries and milk-powder companies played a large role in sponsoring the contests in China. Influenced by the rise of scientific measurement and ‘national rejuvenation’ as promoted by the New Culture Movement in 1915, Chinese organizers tended to focus on liveliness, gender equality, and statistics that pointed to the need for public reform. As in the United States of America, scientific criteria sometimes also challenged conventional notions of plump cuteness. These goals sometimes conflicted with the implicit aims of corporate sponsors. Contests thus celebrated new material conditions and public hygiene facilitated by modern industry, but was at the same time circumscribed by commercial advertisers, reticent evangelists, or other sponsors.