总之，我以为，在中国媒体的“官方色彩”问题上，出路不应是去官方化。关键在于“官方”本身的阶级性质和媒体的阶级立场。不是中国媒体的“官方色彩”的问题，而是一个宣称是社会主义国家的官方媒体，有没有体现“社会至上”的原则和表达最大多数劳动者的立场，才是最值得关心的问题。
（本刊记者谭峰对本文亦有贡献）
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
【作者简介】
赵月枝，加拿大西蒙菲莎大学全球传播双硕士学位项目主任、全球媒介检测与分析实验室主任，中国教育部长江学者讲座教授，加拿大国家特聘教授，加拿大亚太基金会高级研究员。研究方向为传播理论与社会理论、传播政治经济学、国际传播、传播政策、文化产业、传播技术与社会发展。主要著作有《传播与社会：政治经济与文化分析》等。
