This article examines the historical role of marriage and wedding rituals in Vietnam, and how they have changed during Vietnam’s transition to the market. The authors focus on how changes reflect the society’s increasing dependence on the market, how this dependence impacts consumer well-being, and the resulting implications for public policy. Changes in the meanings, function, and structure of wedding ritual consumption are examined. These changes echo shifts in the national economy, social values, social relations, and gender roles in Vietnamese society during the transition. The major findings show that Vietnamese weddings are reflections of (1) the roles of wedding rituals as both antecedents and outcomes of social changes, (2) the nation’s perception and imagination of its condition relative to “modernity,” and (3) the role of China as a threatening “other” seen as impeding Vietnam’s progress toward “modernization.”
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