總之，我以為，在中國媒體的“官方色彩”問題上，出路不應是去官方化。關鍵在于“官方”本身的階級性質和媒體的階級立場。不是中國媒體的“官方色彩”的問題，而是一個宣稱是社會主義國家的官方媒體，有沒有體現“社會至上”的原則和表達最大多數勞動者的立場，才是最值得關心的問題。

（本刊記者譚峰對本文亦有貢獻）

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

【作者簡介】

趙月枝，加拿大西蒙菲莎大學全球傳播雙碩士學位項目主任、全球媒介檢測與分析實驗室主任，中國教育部長江學者講座教授，加拿大國家特聘教授，加拿大亞太基金會高級研究員。研究方向為傳播理論與社會理論、傳播政治經濟學、國際傳播、傳播政策、文化產業、傳播技術與社會發展。主要著作有《傳播與社會：政治經濟與文化分析》等。