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Unlike many studies of social attitudes, which are based on large scale quantitative surveys, or which focus on the attitude of elites, this book considers the views of ordinary people, and is based on in-depth, qualitative interviews. This approach results in rich, nuanced data, and is especially helpful for highlighting ambivalent attitudes, where respondents may hold positive and negative views on a particular topic, views which are liable to change. The book examines attitudes on a range of subjects of current importance, including views on nationalism and internationalism, housing preferences, and educational ambitions. Throughout, the book explores how far attitudes are influenced by traditional Chinese values or by the neo-liberal outlook fostered by recent reforms, and concludes that materialism and individualism have increased.