New media empowerment and multi-stakeholder collaboration: Exploring practical pathways for the global dissemination of the “Two Mountains Concept”
新媒体赋能与多方协同：“两山理念”全球化传播的实践路径探索

摘要

生态文明建设是中国发展的重要内容，也是全球可持续发展议程关注的重要领域。“绿水青山就是金山银山”（以下简称“两山理念”）来源于中国生态文明建设实践，强调生态保护与经济发展的协调统一。经过长期实践，该理念已成为中国生态文明建设的重要内容，并形成了可供国际社会特别是发展中国家借鉴的中国实践经验。进入数字传播时代，短视频、社交媒体、大数据和人工智能等技术改变了国际传播的渠道、主体与表达方式，为“两山理念”的海外传播提供了新的条件。本文从国际传播和新媒体传播视角出发，分析“两山理念”全球传播的理论基础、现实条件和主要问题，重点讨论传播内容、平台运用、多主体协作和效果评估等方面的不足。在此基础上，文章提出完善多主体协同机制、建设数字化多语种传播平台、创新跨文化叙事、合理运用人工智能以及推进国际生态合作等建议，以期为中国生态文明理念的国际传播提供参考。

Abstract

The construction of ecological civilization is an important part of China’s development and a key area of concern within the global sustainable development agenda. The concept of “Lucid Waters and Lush Mountains are Invaluable Assets” (hereinafter referred to as the “Two Mountains Concept”) originates from China’s practice of building an ecological civilization, emphasizing the coordinated unity of ecological protection and economic development. Through long-term practice, this concept has become an essential component of China’s ecological civilization construction and has yielded experiences that can serve as references for the international community, especially developing countries. In the era of digital communication, technologies such as short videos, social media, big data, and artificial intelligence have transformed the channels, participants, and modes of expression in international communication, providing new opportunities for the overseas dissemination of the Two Mountains Concept. From the perspectives of international communication and new media communication, this paper analyzes the theoretical foundations, practical conditions, and main issues of the global dissemination of the Two Mountains Concept, with a focus on deficiencies in content dissemination, platform usage, multi-stakeholder collaboration, and effectiveness evaluation. On this basis, the paper proposes recommendations such as improving multi-stakeholder collaboration mechanisms, building digital multilingual communication platforms, innovating cross-cultural narratives, rationally making appropriate use of artificial intelligence, and promoting international ecological cooperation, aiming to provide references for the international dissemination of China’s ecological civilization concept.