War of Position and Microblogging in China

Our study examines the nature and development of microblogging in China. By adopting a Gramscian thesis of ‘hegemony’, we argue that the Chinese regime is facing a crisis of hegemony and the emergence of the microblogosphere has provided a platform for the war of position to establish counter-hegemony. The main features of microblogging in China are the emergence of opinion leaders, the close involvement of traditional media, and a more passive role of the state in the microblogosphere. The predominant liberal leaning of the microblogosphere has illustrated the emergence of counter-hegemony, where government connection is an instant negativity. The regime can exercise censorship but has lost ideational leadership.