Studies of the new middle-class often write about the anxieties of falling behind with its members acquiring their middle-class status from uncertain and unpredictable market values. This type of anxiety is typical for members of the white-collar middle-class who often deal with pressures to maintain a conspicuous consumption level to remain in the middle strata. I argue that some of the anxieties associated with wealth experienced by the new middle class in Vietnam are also the result of a mode of governmentality that is used by the state to boost individual self-reliance and economic efficiency with the appeal of public contributions. Governmentality, in Foucault’s proposition, consists of technologies that allow the state to govern individuals from a distance with the vision of correct conduct. This mode of governance is done in Vietnam through the idea of “moral conduct”, by which the state guides the autonomous economic activities of individuals with the moral appeal of public contributions. This paper looks at the performance and experiences of Vietnamese female NGO professionals in the process of marketisation and privatisation in Vietnam. I show that their economic and professional performances demonstrate the morality of domestic responsibilities and public contributions, resembling the symbol of the virtuous woman in Vietnam’s Confucian and socialist tradition, a symbol which continues to be applauded by the state. The findings in this paper are drawn from my PhD research project at the University of Leeds, with data collected from a six-month fieldwork study conducted in Hanoi between 2016 and 2017.
LIVING IN UNCERTAINTY - PROSPERITY AND THE ANXIETIES OF NGO MIDDLE-CLASS WOMEN IN THE CONTEXT OF MARKETISATION AND PRIVATISATION IN VIETNAM