總之，我以為，在中國(guó)媒體的“官方色彩”問(wèn)題上，出路不應(yīng)是去官方化。關(guān)鍵在于“官方”本身的階級(jí)性質(zhì)和媒體的階級(jí)立場(chǎng)。不是中國(guó)媒體的“官方色彩”的問(wèn)題，而是一個(gè)宣稱是社會(huì)主義國(guó)家的官方媒體，有沒(méi)有體現(xiàn)“社會(huì)至上”的原則和表達(dá)最大多數(shù)勞動(dòng)者的立場(chǎng)，才是最值得關(guān)心的問(wèn)題。

（本刊記者譚峰對(duì)本文亦有貢獻(xiàn)）

On What Will Power the China Story

—Global Communication Order and the Competition for Cultural Leadership

Zhao Yuezhi

Abstract: The concept of “soft power” originated in particular world geo-political and U.S. domestic political contexts. Its efficacy is inextricably linked to American “hard power” and predicated upon the reality of American global hegemony. Therefore, it is highly problematic for dominant Chinese policy and academic discourses to be framed by this American originated “soft power” concept. In contrast, the notion of cultural leadership offers a more comprehensive, inclusive and profound theoretical framework because it contains a class analysis perspective and strategies for achieving human emancipation by overthrowing the capitalist system. In order to boost China’s international discursive right and promote democratization in global communication, it will be necessary to not only consider cooperation with emerging countries in the areas of media and Internet governance, but also democratize China’s domestic communication order. This entails resisting the corrosive impacts of cultural ideology of neoliberalism, revitalizing critical media and communication theories with socialist and internationalist orientations, and above all, insisting upon the priority of the social and foregrounding the standpoint of the vast majority of China’s laboring people.

Keywords: soft power, cultural leadership, international discursive right, commercialized culture, class

【作者簡(jiǎn)介】

趙月枝，加拿大西蒙菲莎大學(xué)全球傳播雙碩士學(xué)位項(xiàng)目主任、全球媒介檢測(cè)與分析實(shí)驗(yàn)室主任，中國(guó)教育部長(zhǎng)江學(xué)者講座教授，加拿大國(guó)家特聘教授，加拿大亞太基金會(huì)高級(jí)研究員。研究方向?yàn)閭鞑ダ碚撆c社會(huì)理論、傳播政治經(jīng)濟(jì)學(xué)、國(guó)際傳播、傳播政策、文化產(chǎn)業(yè)、傳播技術(shù)與社會(huì)發(fā)展。主要著作有《傳播與社會(huì)：政治經(jīng)濟(jì)與文化分析》等。