Searching for a New Cultural Identity: China's soft power and media culture today

The paper argues that China's global expansion and calls for its use of soft power are provoking an ideological crisis which is becoming one of the most critical challenges of the present time. Revolutionary ideology legitimated the rule of the Chinese Communist Party (CCP) for 60 years, but it has become increasingly at odds with the rapid socio-economic development that began 30 years ago. This paper examines four aspects of contemporary Chinese culture: first the discrepancy between the CCP's ideological rhetoric and its pragmatic policies; second, the fragmentation of the state, the intellectual elite, and the grassroots population in terms of cultural expressions and values; third, the consumer culture which has unleashed materialistic desires; and finally, the emergence of a ‘post-80s’ generation urban youth culture amidst these tension and contradictions.