ABSTRACT
This chapter analysis how the government and the participants framed narratives of the Red culture campaign and how these frames were mutually appropriated and contested during the process of executing the political programme. The official programme evoked a number of principles and dichotomised value judgments, such as the contrast between the glorious revolutionary past and the vulgar culture of the present, to frame the meaning of its existence in today's China. The participants, on the other hand, also constructed different narratives of the meanings of the Red culture campaign in accordance with the specific generations they belong to, that is, the Cultural Revolution (CR) generation, the generation of youth, and the middle-age employees. In the process of framing, the different generations of participants drew on different sources to help constructing their narratives of the campaign. The CR generation was much more likely to incorporate their experiences of the CR in framing the Red culture campaign than the younger generations.
