华茶17-19世纪在英国的兴衰及其虚拟价值的变化

The Vicissitudes of Chinese Tea in Britain and Its Changes of the Virtual Value from 17th to 19th Century

17世纪初到19世纪下半叶,华茶在英国消费市场上经历了引入、发展、兴盛、衰落的过程。其间,华茶的虚拟价值随着其在英国市场上的兴衰而跌宕起伏。本文追寻华茶虚拟价值在17-19世纪英国的变化轨迹,并探讨这种变化背后的原因和力量。本文认为华茶是在"东方神草"的赞誉中完成了其从奢侈品到大众消费品的转移,又是在粗劣、有害健康的贬损中丧失了英国市场。从包治百病的东方神草到有害健康的低劣饮品,华茶虚拟价值从正向到负向的巨大变化更多是来自于媒体宣传,而不是华茶自身质量的变化。在华茶虚拟价值的缔造中,英国王室、政府和以东印度公司为代表的商业力量都发挥了重要作用,其背后则有经济利益的驱动。

The Chinese tea experienced the process of introduction, development, prosperity and decline in British consumer market from the beginning of the 17 th century to the second half of the 19 th century.In this process, the virtual value of Chinese tea fluctuated with its vicissitudes. This paper reviewed the changes of Chinese tea＇s virtual value in Britain from 17 th to 19 th century and discussed the reasons and power behind the changes. This article found that Chinese tea shifted from luxury to the mass consumer goods in the praise of ＂Oriental Magic Herb＂ and lost British market in the blame of unhealthy drink.The tremendous changes of Chinese tea＇s virtual value came from media promotion mainly, not from its quality. Driven by the economic benefits, the British royal family, government and the East India Company as the representative of the commercial power played important roles in the creation of Chinese tea＇s virtual value.