“软实力”概念在中国的挪用与流变——基于学术话语、媒体话语和官方话语的分析  

The Appropriation and Transformation of the Concept "Soft Power" Based on Academic,Media and Official Discourses

作　　者：张磊[1] 胡正荣[1] 王韶霞[1] 

机构地区：[1]中国传媒大学,北京100024

出　　处：《郑州大学学报（哲学社会科学版）》2015年第1期181-186,共6页Journal of Zhengzhou University:Philosophy and Social Sciences Edition

基　　金：国家社科基金重大招标项目"国际传播发展新趋势与加快构建现代传播体系研究";项目编号:12&ZD017;教育部人文社科重点研究基地重大项目"基于广播电视与新媒体的中国国际传播力建设研究";项目编号:12JJD860003

摘　　要："软实力"概念自20世纪90年代引进中国,逐渐成为学术界、媒体界以及政界普遍使用的话语,其间经历了由简单引介到本土化的复杂过程,并发展出"文化软实力"这一极具中国特色认知概念。"软实力"学术话语、媒体话语和官方话语的相关数据显示,其间发展轨迹基本重合,官方话语起着重要的"定调"作用,而学术和媒体话语则不断拓展出更广泛的内涵,三者构成了一种"复调"的效果。具体的话语类型可以分为"原教旨主义"的软实力、作为"隐喻"的软实力和作为"转喻"的软实力。基于"软实力"概念背后隐藏着的意识形态性及其权力逻辑,中国的选择路径应是"超越软实力"。The concept of ＂Soft Power＂ has experienced a process from simple introduction to complicated localization which has yielded a cognitive concept which Chinese characteristics ： ＂cultural soft power＂. The data drawn in academic, media and official discourses have revealed that they three share the similar developmental pattern, with official discourses setting the significant tone while academic as well as media discourses continuously extending a widespread connotation. Specific discourse types can be divided into soft power as fundamentalism, as metaphor and as metonymy. According to the concealed ideology and right logic behind the soft power, what China should choose is to ＂surpass soft power＂.

关 键 词：软实力 文化软实力 话语分析 隐喻 转喻 

分 类 号：G20[文化科学—传播学]