Enhancing the Capacity to Transform and Disseminate Social Science Knowledge to Contribute to Chinese-Path Modernization

The evolution and development of human civilization cannot be separated from the intellectual transformation and ideological guidance of philosophy and social sciences. As an organic component of the development of philosophy and social sciences, the popularization of social science, through means that are easy for the public to understand, accept, and participate in, disseminates social science knowledge, advocates scientific thought, inherits civilization, and promotes the humanistic spirit. It is an important form of mass education that unites, shapes, and improves people. It plays an irreplaceable role especially in inheriting fine traditional Chinese culture, promoting the national spirit, purifying social customs, and advancing cultural confidence and strength. In the process of advancing Chinese-path modernization, facing the new requirements of diversification and quality improvement in the people's spiritual and cultural needs, as well as the new trends of networking and digitalization in social information dissemination, the popularization of social science can truly play its role of enlightening the mind, nourishing the heart, cultivating the soul, and strengthening the foundation only if it enables the masses to understand, remember, comprehend, and apply it. To achieve such popularization that is reasoned and evidence-based, vivid and colorful, and meaningful and enjoyable, the key lies in enhancing the capacity to transform and disseminate social science knowledge, truly organically integrating "popularization" and "reaching the masses."

人类文明的演进发展离不开哲学社会科学的知识变革和思想先导。作为哲学社会科学发展的有机组成部分，社科普及通过公众易于理解、接受和参与的方式，传播社会科学知识、倡导科学思想、传承文明、弘扬人文精神，是凝聚人、塑造人、提高人的大众化教育重要形式。特别是在传承中华优秀传统文化、弘扬民族精神、淳化社会风气、推进文化自信自强等方面具有不可替代的重要作用。在推进中国式现代化进程中，面对人民群众精神文化需求的多样化、品质化新要求和社会信息传播的网络化、数字化新趋势，社科普及只有做到让群众听得懂、记得住、想得通、用得上，才能真正发挥启智润心、培根铸魂的作用。要做这样有理有据、有声有色、有滋有味的普及，关键在于提升社科知识转化和传播能力，将“普”和“及”真正有机融合起来。

Turning the rational into the perceptual enhances the capacity for popularization and interpretation. Humanities and social science knowledge is closely related to the historical development of human society. Mapping abstract knowledge onto social practice helps people gain sufficient perceptual understanding from practical experience, more genuinely comprehend and feel the rational value of knowledge, and thereby improve the level and quality of their understanding. Popularization of social science is not simple knowledge indoctrination; it is meant to guide the audience to think about the meaning and value behind knowledge, which is the fundamental purpose and value of social science popularization. For example, the world's first popular science work focusing on environmental protection, *Silent Spring* [1]1 *Silent Spring* (1962) by Rachel Carson, a landmark work that raised public awareness of environmental issues and is credited with launching the modern environmental movement., uses the image of a beautiful small town turning into a silent place without bird song, bee hum, or butterfly dance, with dead fish and withered grass, to thoroughly display the impact of chemical pollution on the ecological environment before the readers' eyes, thereby arousing public concern about ecological and environmental issues and powerfully promoting the development of modern environmentalism.

把理性的转化为感性的，提升普及阐释力。人文社科知识与人类社会历史发展密切相关，把抽象的知识映射到社会实践中，有助于让人从实际经验中获得足够的感性认识，更真切地理解和感受知识的理性价值，进而提高人的认识层次和质量。社科普及不是简单的知识灌输，而是要引导受众思考知识背后的意义价值，这是社科普及的根本目的和价值所在。例如，国际首部关注环境保护的科普著作《寂静的春天》，用一个风景优美的小村庄变成没有鸟鸣蜂唱蝶舞、一片鱼死草枯的寂静之地的景象，将化学污染对生态环境的影响透彻地展示在读者面前，从而引发了社会公众对生态环境问题的关注，有力推动了现代环保主义的发展。

Turning the theoretical into the everyday enhances the affinity of popularization. Theory originates from practice. Knowledge in the humanities and social sciences is a high-level condensation and summary of history and practice. Only by combining it with life situations, making knowledge closer to people's actual experience, can mechanical indoctrination and preaching be avoided, and emotional connections and resonance with the audience be established, allowing them to feel its relevance and significance. Therefore, to do a good job in social science popularization, it is necessary to transform the discourse system of popularization, learn to speak the language of ordinary people, integrate it with the people and things around the public, and attract people with interesting and engaging popularization. Jiangsu Province's social science popularization projects annually fund a batch of activities that directly serve the needs of the masses' daily lives, such as student mental health, legal consultation and assistance, and grassroots cultural performances. Some popularization projects organize community volunteers to use public spaces such as residential building corridors to carry out popularization creations, promoting filial piety culture and local characteristic culture, creating popularization spaces around the masses. These activities imbue humanities and social science knowledge with the flavor of life, making social science popularization a public cultural service that the masses can hear, understand, and use in their daily lives.

把理论的转化为生活的，提升普及亲和力。理论源自实践，人文社科领域知识是对历史和实践的高度凝练和总结，只有与生活情境相结合，使知识更加贴近人们的实际经验，才能避免机械地灌输和说教，从而与受众建立情感联系、产生共鸣，让他们感到自身相关性和意义。因此，做好社科普及必须要转变普及话语体系，学会讲百姓语言，与社会公众身边人、身边事结合起来，用有趣的、有意思的普及吸引人。江苏省社科普及项目每年集中资助一批支持直接服务群众生活需求的普及活动，如学生心理健康、法律咨询援助、基层文化展演等，有的普及项目组织社区志愿者利用居民小区楼道、走廊等公共空间开展普及创作，普及孝亲文化、地方特色文化，打造群众身边的普及空间。这些活动让人文社科知识具有了生活气息，让社科普及工作成为群众身边听得见、看得懂、用得上的公共文化服务。

Turning the meaningful into the interesting enhances the attractiveness of popularization. Knowledge packaged with creativity and interest is easier to accept and remember. Maintaining a light and lively atmosphere while introducing interesting content or interactive elements in the process of transmitting knowledge can both attract people's attention and make knowledge more vivid and interesting. For example, some historical books, with witty language and strong readability, have sold tens of millions of copies in just a few years after publication. In terms of the social coverage of historical knowledge popularization alone, such interesting and readable books have achieved effects surpassing professional historical works. Another example is a professor who, while teaching criminal law knowledge, created a fictional character whose numerous heinous and absurd crimes made the legal knowledge incredibly vivid, highly popular among students and netizens, with related videos receiving considerable viewership online.

把有意义的转化为有意思的，提升普及吸引力。用创意和趣味性来包装的知识，更加易于接受和记忆。在传递知识的过程中保持轻松、活泼氛围，同时引入趣味内容或者互动环节，既能够吸引人们的注意力，又可以让知识更加生动有趣。例如，有的历史读物，语言风趣，可读性很强，推出短短几年就累计销量千万册。单就历史知识普及的社会覆盖面来说，这样有意思、可读性强的书所起到的效果要超过专业史学著作。再如，有的教授在讲授刑法学知识过程中，创造了一个虚拟的人物形象，以其种种罄竹难书又啼笑皆非的违法犯罪行为，把法学知识讲得无比生动，备受学生和网友欢迎，相关视频在网上的播放量十分可观。

Turning the written into the oral enhances the appeal of popularization. How to tell Jiangsu culture and Jiangsu stories from the beautiful landscapes of Jiangsu is the goal that Jiangsu's social science popularization work tirelessly pursues. The Jiangsu Provincial Federation of Social Sciences [2]2 The Jiangsu Provincial Federation of Social Sciences is the provincial-level academic organization for social sciences in Jiangsu, China, responsible for coordinating and promoting social science research and popularization., around the theme of "creative transformation and innovative development of fine traditional Chinese culture" [3]3 "Creative transformation and innovative development of fine traditional Chinese culture" is a policy concept promoted by Xi Jinping, emphasizing the need to adapt traditional culture to contemporary society while preserving its essence., organized a province-wide competition for docents at social science popularization bases. Thirty contestants used 30 ways of narration, closely following the theme and based on practice, eloquently telling local culture, making social science knowledge more down-to-earth and more vibrant. Zhenjiang City's social science popularization work focuses on the youth group. By organizing the "Little Social Science Lecturers" activity, it uses children's language to tell social science knowledge and cultural stories, making social science popularization more down-to-earth and more vibrant, planting seeds of knowledge dissemination in the hearts of young people.

把纸质的转化为口头的，提升普及感染力。如何从一道道美丽的江苏风景中讲出江苏文化、江苏故事，是江苏社科普及工作孜孜以求的目标。江苏省社科联围绕“中华优秀传统文化的创造性转化和创新性发展”，组织全省社科普及基地讲解员大赛，参赛的30位选手，用30种讲述方式，紧扣主题、立足实践，将地方文化娓娓道来，让社科知识更接地气、更有生气。镇江市社科普及工作抓住青少年群体，通过组织开展“小小社科讲读人”活动，用童言童语讲述社科知识、文化故事，让社科普及更接地气、更有生气，在青少年心中种下知识传播的种子。

Turning the flat into the three-dimensional enhances the influence of popularization. Three-dimensional modes of expression provide more sensory dimensions, allowing information recipients to understand and experience more deeply. In the work of social science popularization, when faced with flat knowledge, we need to build three-dimensional knowledge scenes for it, enabling the audience to be more immersed, to perceive and understand the internal connections and multi-level relationships of knowledge more vividly, thereby increasing the immersion and holism of knowledge acquisition. Nowadays, many museums and exhibition halls use virtual reality (VR) and augmented reality (AR) technologies to bring history and culture to life, allowing visitors to personally experience the historical situations or real scenes on display, thus gaining a deeper understanding of the exhibited content. For example, the TV program *China in the Classics* [4]4 *China in the Classics* is a Chinese television program that uses dramatic reenactments and modern dialogue to bring classical Chinese texts to life for contemporary audiences. simulates dialogue scenes between modern people and historical figures, allowing viewers to communicate with "historical figures," opening a channel of dialogue between ancient texts and modern people, achieving emotional sharing, perceptual resonance, and cultural integration across time and space.

把平面的转化为立体的，提升普及影响力。立体化的表达方式能够提供更多的感知维度，让信息受众能够更深入地了解和体验。社科普及工作中，面对平面化的知识，我们需要为之搭建立体化的知识场景，让受众能够更加身临其境，更加形象化地感知、理解知识的内在化联系和多层次关系，从而增加知识获取的沉浸感和整体性。现今很多博物馆、展览馆使用虚拟现实（VR）和增强现实（AR）技术，让历史文化活起来，让参观者亲身体验所展示的历史情境或现实场景，从而对展呈内容有更加深入的认识和理解。例如，电视节目《典籍里的中国》通过模拟现代人与历史人物的对话场景，让观众与“历史人物”进行交流，打通古籍与现代人之间的对话渠道，实现了跨越时空的情感共享、感知共通和文化共融。

Turning the static into the dynamic enhances the expressiveness of popularization. Static forms of knowledge presentation have weaker dissemination capacity and are suitable for passive transmission. For social science popularization, to enhance the competitiveness of humanities and social science knowledge in the competition of social information dissemination, it is necessary to fully utilize visual image and video technologies to transform static knowledge into dynamic audio, images, and animations, visually displaying the process, changes, and effects of knowledge, thereby increasing the dynamism of knowledge. Specific examples and cases can be used to show the application and impact of knowledge in practice, and using storytelling and actual situations, knowledge can be integrated into dynamic scenarios, increasing the processual nature of knowledge popularization. Knowledge can even be transformed into interactive scenes, allowing the audience to actively participate, making knowledge a personal experience and process, giving it a sense of experience. Take short video works on Bilibili [5]5 Bilibili is a Chinese video-sharing platform, especially popular among younger audiences, known for its large volume of user-generated educational and entertaining content. as an example. In the past two years, the playback volume of general knowledge short videos on Bilibili has exceeded 45%, the number of creators has grown by over 90% annually, and over 180 million people acquire knowledge through short videos each year. This shows that dynamic knowledge dissemination will profoundly change learning modes, and likewise profoundly change the forms and content of social science popularization.

把静态的转化为动态的，提升普及表现力。静态的知识呈现形式传播性较弱，适合被动性传播。对社科普及来说，要增强人文社科知识在社会信息传播竞争中的优势，必须充分利用视觉化的图像、视频技术，将静态的知识转化为动态的语音、图像和动画，形象化展示知识的过程、变化和效果，从而增加知识动态感。可以通过具体的实例和案例，展示知识在实际中的运用和影响，以故事化和实际情境，促进知识融入动态场景中，增加知识普及的过程性；甚至将知识转换为可以互动的场景，让受众能够积极参与其中，使知识成为其亲身参与的经历和过程，让知识更具有体验感。以B站的短视频作品为例，近两年来B站泛知识类短视频播放量超过45%，创作者规模年增长超过90%，每年超过1.8亿人次通过短视频获取知识。由此可见，动态化的知识传播将深刻改变学习模式，同样也将深刻改变社科普及的形式和内容。

Turning the traditional into the digital enhances the dissemination capacity of popularization. The mode of information dissemination determines the form of dissemination. Through digital dissemination channels, social science popularization can expand its reach to a wider space. Traditional forms of popularization, such as lectures and forums, exhibitions and performances, consulting services, and popular reading materials, have insufficient initiative and coverage, while digital content is easier to browse and search online and enables interaction, free from time and space constraints, and can be pushed to more audiences at lower cost. More importantly, with the rapid development of big data and AI technology, it is possible to effectively create precise profiles of the knowledge structure, knowledge preferences, and main platforms and time periods for information acquisition of audience groups, efficiently pushing specific humanities and social science knowledge to specific audiences, further improving the efficiency of popularization. At the same time, leveraging the advantages of digital dissemination, more scientific data analysis and feedback mechanisms can be obtained, thereby further understanding the interests and needs of the audience, optimizing knowledge content positioning and presentation forms, and providing popularization content that better meets audience needs. Therefore, promoting content digitalization and channel networking, gradually achieving the integration and interoperability of popularization resources and online platforms, and forming a new pattern of social science popularization dissemination and services that connects online and offline, is the breakthrough point for innovation and transformation in current social science popularization work.

把传统的转化为数字的，提升普及传播力。信息传播的方式决定了传播的形式，通过数字化传播途径，社科普及可以扩展更加广泛的传播空间。传统的普及形式如讲座讲坛、展览展演、咨询服务、普及读物等，传播的主动性和覆盖面不足，而数字化内容更加容易在网络上被浏览、搜索，实现交互，不受时间和空间限制，以更低成本推送给更多受众。更重要的是，随着大数据和AI技术的快速发展，能够有效对信息受众群体的知识结构、知识偏好以及获取信息的主要平台、时间段等特征进行精准画像，高效率地把特定人文社科知识推动到特定受众群体面前，进一步提升普及效率。同时，利用数字传播优势，可以获得更加科学的数据分析和反馈机制，从而进一步了解受众的兴趣和需求，优化知识内容定位和表现形式，提供更加符合受众需求的普及内容。因此，推动内容数字化、渠道网络化，逐步实现普及资源和网络平台的共融互通，形成线上与线下互通的社科普及传播与服务新格局，是当前社科普及工作创新转型突破点。

Turning the valuable into the heartfelt enhances the guiding capacity of social science popularization. Social science popularization is a shared responsibility of the whole society. To do a good job, it is necessary to have great heartfelt commitment. Under conditions of limited funding and few professional popularization personnel, the province's social science popularization work uses heartfelt commitment to gather talent and responsibility to pool resources. Through the provincial and municipal joint conference system on social science popularization, the province plans and promotes social science popularization work, recognizing advanced units and individuals. In recent years, a number of well-known experts have devoted themselves to the creation of popular social science works; many famous writers and hosts actively participate in social science popularization volunteer services; entrepreneurs donate and sponsor social science popularization activities; grassroots social science and cultural service teams go deep into rural areas each year to carry out social science and cultural performances, creating a number of popularization activity brands around the masses. Social science popularization work has received recognition and praise from grassroots people.

把有价值的转化为有情怀的，提升社科普及引领力。社科普及是全社会的共同责任，做好社科普及工作，必须具有大情怀。在经费少、专业普及人员少的情况下，全省社科普及工作用情怀集聚人才、用责任汇集资源，通过省市社科普及联席会议制度，谋划推进全省社科普及工作，表彰社科普及先进单位和个人。近年来，一批知名专家投身社科普及创作，不少知名作家、主持人积极参与社科普及志愿服务，企业家捐资赞助社科普及活动，基层社科文艺服务队每年深入基层乡村开展社科文艺展演，打造了一批群众身边的普及活动品牌，社科普及工作得到了基层群众的认可和赞扬。

(Zhang Xinke, Secretary of the Party Leadership Group and Executive Vice Chairman of the Jiangsu Provincial Federation of Social Sciences)

（张新科，江苏省社科联党组书记、常务副主席）

Online editor: Huihui

网络编辑：慧慧