Research on the international communication path of the “Two Mountains” concept in the context of new media
新媒体语境下“两山理念”国际传播路径研究

摘要

在世界范围内气候变化及生态环境状况不断恶化的形势下，经济发展与生态保护如何调和已成为全球共同关心的问题[1]。“绿水青山就是金山银山”理念（以下简称“两山理念”）是基于中国生态文明建设经验提出来的，主张经济发展同环境保护不矛盾、可彼此推动、互为助力。经由较长时间的实践探索，这一理念在中国生态文明建设中取得成果，也对发展中国家形成可资借鉴的现实启示。现在TikTok、YouTube等海外新媒体平台发展迅速，所涉传播主体、媒介形式乃至话语风格都已发生较大变化，为“两山理念”走向国际提供新机遇。目前“两山理念”以新媒体方式传播时仍有概念翻译欠完整、文化解释未到位、内容与受众错位、平台运用无差别、传播者协作不足或缺乏长期规划等困难。若要使传播更有效，应对海外受众的习惯、需求作具体分析，将内容写得通俗且贴近本地现实，按平台特点设计传播策略，充分利用博主、学生、团体等第三方力量，同时注意收集反馈、设立评估标准、促成协作。采用实际、连续、有深度的新媒体传播手段，有助于海外受众正确理解“两山理念”及其中的中国生态逻辑。

Abstract

Against the background that global ecological governance and sustainable development have become an international consensus[1], the “Two Mountains” concept, as a theoretical achievement of China’s ecological civilization practice, has important international exchange value. Taking the overseas new media communication environment as the research context, this paper sorts out the practical problems in the current international communication of the “Two Mountains” concept from four dimensions: communication content, platform operation, subject collaboration and long-term mechanism, including insufficient concept translation, mismatched content supply and demand, lack of platform differentiation, and poor subject collaboration. The study proposes, based on the cognitive habits of overseas audiences, the promotion of popularization and localized expression of content, construction of a differentiated new media communication matrix, utilization of communication advantages of third-party subjects, and improvement of audience feedback and long-term operation mechanism. The study can provide practical ideas for improving the international communication efficiency of Chinese ecological culture and providing experience reference for the green transformation of developing countries.