The Shaping of “New Gentry” Discourse in the Context of China’s Rural Revitalisation and Heritage Conservation Strategy

ABSTRACT: The Chinese government now considers the conservation and reuse of cultural heritage important in revitalising the countryside and narrowing the gap between urban and rural development. We highlight the development of a “new gentry” concept, arguing that in this process the government has appropriated and transformed the concept of “gentry” from the traditional Chinese farming society of the imperial period. Heritage conservation allows the new gentry group to act as official agents to reinforce grassroots management and establish an elitist and capital-oriented authorised heritage discourse while erasing the class narrative. We propose that this is not equivalent to a general “gentrification” process, but is a policy tacitly supported by officials with a clear agenda. KEYWORDS: gentry, rural development, elite, discourse, China, rural revitalisation, heritage conservation.