The Construction of an International Communication Narrative System for the Global Governance Initiative

In September 2025, in response to the international community’s calls and demands for jointly addressing the global governance deficit, Xi Jinping solemnly put forward the Global Governance Initiative at the “Shanghai Cooperation Organization+” meeting, providing a public good for promoting the transformation of the global governance system and building a community with a shared future for mankind. The *Proposal of the Central Committee of the Communist Party of China on Formulating the 15th Five-Year Plan for National Economic and Social Development* states: “Implement the Global Development Initiative, the Global Security Initiative, the Global Civilization Initiative, and the Global Governance Initiative, and guide the international order toward a more just and reasonable direction,” providing ideological and action guidance for the Party and the people to enhance their consciousness of global responsibility. The basic concepts and fundamental principles embodied in the Global Governance Initiative align with humanity’s universal aspiration for modern civilization and with the international community’s expectations and hopes for global good governance. Only when abstract value cores are transformed into concrete textual expressions can they be decoded by audiences; only when the wisdom of Chinese civilization undergoes narrative transformation can it enter the field of international communication. This paper analyzes the theoretical implications and practical pathways of the international communication of the Global Governance Initiative from the perspective of narratology, which is conducive to providing theoretical support for enhancing China’s global governance discourse power.

2025年9月，面对国际社会共同应对全球治理赤字的呼声与诉求，习近平在“上海合作组织+”会议上郑重提出全球治理倡议，为推动全球治理体系变革、构建人类命运共同体提供了公共产品。《中共中央关于制定国民经济和社会发展第十五个五年规划的建议》提出：“落实全球发展倡议、全球安全倡议、全球文明倡议、全球治理倡议，引领国际秩序朝着更加公正合理的方向发展”，为党和人民提高世界担当的自觉提供了思想和行动指南。全球治理倡议所蕴含的基本理念与根本原则符合人类追求现代化文明的普遍向往，符合国际社会对全球善治的期待与憧憬。抽象的价值内核只有转化为具象的文本表述才能被受众解码，中华文明智慧只有经由叙事转化才能进入国际传播场域。本文基于叙事学视角分析全球治理倡议国际传播的理论意涵与实践路径，有益于为提升中国全球治理话语权提供学理支撑。

I. Narrative Origins: The Logical Rationale of the International Communication Narrative of the Global Governance Initiative

一、叙事缘起：全球治理倡议国际传播叙事的逻辑理路

As an important discursive practice, the construction of the international communication narrative of the Global Governance Initiative is driven by the practical demands of both the nation and the world, relies on the symbolic communication foundation of representation and core, and possesses the potential for communication effectiveness in terms of cognition and identification.

作为重要的话语实践，全球治理倡议的国际传播叙事建构源于民族与世界的现实需求牵引，依托表征与内核的符号传播基础，具备认知与认同的传播致效潜能。

(1) Nation and World: The Problem Orientation of the International Communication Narrative of the Global Governance Initiative

（一）民族与世界：全球治理倡议国际传播叙事的问题导向

The international communication of the Global Governance Initiative is both an inherent requirement for bridging the structural imbalance between China’s global governance discourse power and its actual contributions, and an urgent need to transcend the myths of Western governance narratives and fill the gap in the world’s supply of governance ideas.

全球治理倡议的国际传播既是弥合中国全球治理话语权与实际贡献结构性失衡的应有之义，也是超越西方治理叙事迷思、填补世界治理思想供给缺口的迫切要求。

First, from the perspective of endogenous demand, there is a structural imbalance between China’s global governance discourse power and its actual contributions. The report of the 20th National Congress of the CPC emphasizes: “Strengthen the capacity for international communication, comprehensively enhance the effectiveness of international communication, and form an international discourse power commensurate with China’s comprehensive national strength and international status.” In recent years, China has actively supplied rule-based public goods from the institutional dimension, promoting the effective implementation of the purposes and principles of the UN Charter and innovating multilateral mechanisms to improve the basic architecture of global governance; from the material dimension, it has supplied substantive public goods, with the Belt and Road Initiative becoming the world’s largest and most extensive platform for international economic cooperation, effectively bridging the global development gap; from the conceptual dimension, it has supplied ideational public goods, with concepts such as building a community with a shared future for mankind, promoting exchanges and mutual learning among civilizations, and advocating a global governance outlook gaining widespread recognition worldwide. However, due to historical and practical factors, China’s international discourse power on global governance does not match its actual contributions. On the one hand, China’s practices in promoting the sound development of global governance cannot naturally translate into an enhancement of its global governance discourse power. China’s global governance practices are often deconstructed by the United States and other Western countries as a “geopolitical tool” of the “China threat theory,” presenting a dilemma of “doing a lot but not telling it well.” On the other hand, China’s discourse dissemination power and influence in the field of global governance are systematically suppressed. Global rule-negotiation platforms dominated by the United States and other Western countries attempt to exclude China from core decision-making processes, and Western media such as CNN and BBC deliberately obscure the global visibility of China’s governance contributions through selective reporting. The gap between China’s contributions and its discourse power in the global governance system highlights the urgency of transforming the advantages of governance concepts into advantages of discursive status.

其一，从内生需求向度看，中国全球治理话语权与实际贡献存在结构性失衡。党的二十大报告强调：“加强国际传播能力建设，全面提升国际传播效能，形成同我国综合国力和国际地位相匹配的国际话语权。”近年来，中国积极从制度维度供给规则型公共产品，推动联合国宪章宗旨和原则得到有效践行，创新多边机制以完善全球治理基础架构；从物质维度供给实体型公共产品，“一带一路”倡议成为全球规模最大、范围最广的国际经济合作平台，有效弥合了全球发展鸿沟；从观念维度供给思想型公共产品，推动构建人类命运共同体、促进文明交流互鉴、倡导全球治理观等理念已经得到世界的普遍认可。然而，受历史与现实因素影响，中国全球治理国际话语权与自身实际贡献并不匹配。一方面，中国推进全球治理良性发展的实践难以自然转化为全球治理话语权的提升。中国的全球治理实践常被美国等西方国家解构为“中国威胁论”的“地缘工具”，呈现出“做得多、说不好”的困境。另一方面，中国在全球治理场域的话语传播力与影响力遭受系统性压制。美国等西方国家主导的全球规则协商平台试图将中国排除在核心决策过程之外，CNN、BBC等西方媒体也刻意通过选择性报道遮蔽中国治理贡献的全球曝光度。中国在全球治理体系中的贡献与话语权落差，凸显出将治理理念优势转化为话语地位优势的迫切性。

Second, from the perspective of exogenous demand, the failure of Western governance narratives coexists with a gap in the world’s supply of governance ideas. Since the Age of Discovery, Western countries achieved modernization earlier through colonial aggression and other means, gaining a first-mover advantage in designing the world order. The narratives on global governance in Western theoretical circles mainly include three paths: liberal internationalism, radical republicanism, and cosmopolitan democracy, all of which appear weak and incapable of addressing the current global governance deficit. First, the liberal internationalist narrative advocates solving global problems through coordinating governance rules and promoting market openness, but the international organizations and institutions dominated by Western countries have become tools for legitimizing their hegemony. Second, the radical republican narrative advocates replacing sovereign state authority with citizen participation to safeguard global public interests, but its “supra-state authority” often serves as a pretext for Western hegemonic powers to intervene in the sovereignty of underdeveloped countries. Third, the cosmopolitan democratic narrative advocates establishing a heterogeneous and fragmented system of global governance authority, whose flaw lies in the fragmentation of the authority system potentially leading to the dissipation of global governance effectiveness. Alongside the failure of Western governance narratives, crises and challenges such as Cold War thinking, ecological degradation, artificial intelligence security, and regional conflicts emerge endlessly. The world does not lack a need for the supply of global governance ideas; rather, the supply of Western governance narratives has deteriorated and cannot meet the demands of addressing common crises. The Global Governance Initiative breaks the myth that global governance equals Western governance, providing innovative concepts and practical approaches for humanity to resolve the global governance deficit.

其二，从外生需求向度看，西方治理叙事的失灵与世界治理思想供给缺口并存。大航海时代以来，西方国家通过殖民侵略等方式较早实现了现代化，占据了设计世界秩序的先发优势。西方理论界关于全球治理的叙事主要包括自由主义的国际主义、激进的共和主义以及世界主义民主三种路径，它们在应对当下全球治理赤字时却显得乏力与无解。一是自由主义国际主义叙事主张经由协调治理规则与推进市场开放化解决全球问题，但西方国家主导的国际组织与制度已经成为其霸权合法化的工具。二是激进的共和主义叙事主张以公民参与取代主权国家权威进而维护全球公共利益，但其“超国家权威”往往成为西方霸权大国干预欠发达国家主权的幌子。三是世界主义民主叙事主张建立异质分割的全球治理权威体系，其缺陷在于权威体系的碎片化可能导致全球治理效能耗散。伴随着西方治理叙事失灵，冷战思维、生态恶化、人工智能安全、地区冲突等危机挑战层出不穷。世界并非不需要全球治理思想供给，而是西方治理叙事供给劣质化，无法满足应对共同危机的要求。全球治理倡议打破全球治理等同于西方治理的迷思，为人类化解全球治理赤字提供了创新理念与实践进路。

(2) Representation and Core: The Symbolic Foundation of the International Communication Narrative of the Global Governance Initiative

（二）表征与内核：全球治理倡议国际传播叙事的符号基础

Textual symbols as information content can only be recognized and accepted by international audiences if they are communicable. The Global Governance Initiative constitutes a system of meaning composed of signifier and signified, and its communicability forms the prerequisite for cross-cultural and cross-regional identification.

作为信息内容的文本符号只有具备可传播性才能被国际受众认可与接受。全球治理倡议是由能指与所指构成的意义体系，其可传播性构成跨文化、跨地域认同的前提。

First, the unity of the communicator’s agency and the participation of the other constitutes the prerequisite for the communicability of the signifier representation of the Global Governance Initiative. The Global Governance Initiative transcends narrow nationalist positions, condenses shared human values from both the self and the other dimensions, constructs a narrative text that is “both Chinese and global,” and integrates the communicator’s concepts into symbolic texts acceptable to the audience. First, the naming of the Global Governance Initiative reasonably expresses China’s position. The Global Governance Initiative is named an “initiative” rather than a “strategy,” which, while expressing the communicator’s will, avoids connotations of hegemonic subjectivity and highlights the openness, voluntariness, and consultative nature of China’s concepts. This text reasonably and accurately expresses China’s proposed pathway for building a more fair and just effective global governance system, providing a unique advantage for gaining recognition from multiple actors in the field of international relations. Second, the textual expression of the Global Governance Initiative respects the subject status of the other. Successful international political narratives are not a one-way power imposition by the communicator on the other, but rather achieve two-way identification on the basis of equal participation. The first narrative point of the Global Governance Initiative text is “upholding sovereign equality,” providing space for the participatory narrative of all parties. This collaborative logic, which fully considers the situations of both one’s own country and other countries, allows countries to embed themselves in governance practices as needed without imposing mandatory constraints, linking China’s propositions with the world’s needs. This makes it easier for the narrative subject to avoid questions from the audience about sovereignty interference and hegemonic bullying, and more readily achieves the cross-cultural dissemination of the narrative text.

其一，传者施为与他者参与的统一，构成全球治理倡议能指表征的可传播性前提。全球治理倡议超越狭隘的民族主义立场，在自我和他者双重维度凝练人类共享价值观念，建构“既中国又世界”的叙事文本，将传者观念融入受众可接受的符号文本。一是全球治理倡议的命名合理表达了中国主张。全球治理倡议以“倡议”而非“战略”命名，在表达传者意志的同时规避了主体霸权意涵，并且凸显了中国理念的开放性、自愿性与共商性。这一文本合理准确地表达了中国推动构建更加公平正义的有效全球治理体系的路径建议，为其在国际关系场域获得多元主体认同提供了独特优势。二是全球治理倡议的文本表述尊重他者主体地位。成功的国际政治叙事并非传者对他者的单向权力压制，而是在平等参与的基础上实现双向认同。全球治理倡议文本的第一个叙事要点即“奉行主权平等”，为各方主体提供参与式叙事的选择空间。这种充分兼顾本国与他国处境、允许各国按需嵌入治理实践且不附加强制性约束的协同逻辑，联结起中国主张与世界需要，使叙事主体无须应对受众干涉主权、霸权欺凌的质疑，更易实现叙事文本的跨文化传播。

Second, the unity of practical tempering and conceptual integration constitutes the basis for the communicability of the core referent of the Global Governance Initiative. International communication, grounded in the effectiveness and commensurability of the narrative’s core meaning, helps expand the common space of meaning for ideological exchange. On the one hand, at the practical level, the Global Governance Initiative is supported by perceptible and verifiable achievements of China’s global governance, markedly distinguishing it from Western slogan-like empty concepts. The Global Governance Initiative is the crystallization of wisdom from the Party Central Committee with Comrade Xi Jinping at its core, coordinating both domestic and international imperatives, continuously advancing major-country diplomacy with Chinese characteristics for the New Era, and participating in the rich practice of global governance. The Global Governance Initiative explicitly “emphasizes an action-oriented approach,” reinforcing the practical attribute of pragmatic governance. On the other hand, at the conceptual level, the Global Governance Initiative rationally transforms and draws on the wisdom of human civilization in governance, responding to the core agenda of global governance through exchange and mutual learning. The commensurability of values provides a breakthrough and possibility for cross-cultural communication; different subjects can set aside ideological differences and disparities in developmental stages, interpret common issues, and form consensus. Facing the question of the times — “What is wrong with the world, and what should we do about it?” — the Global Governance Initiative absorbs the rational core of governance theories from various countries, achieving dialogue and exchange between Eastern wisdom and the civilizations of all nations across dimensions such as governance subjects, governance rules, governance concepts, governance purposes, and governance practices. This narrative closure transcends the vague exposition of abstract concepts, avoids the erroneous thinking of the “clash of civilizations” theory, and promotes the formation of value resonance among all parties.

其二，实践淬炼与理念融合的统一，构成全球治理倡议所指内核的可传播性基础。国际传播立足于叙事意义内核的实效性与通约性，有助于扩展思想交流的共同意义空间。一方面，全球治理倡议在实践维度以可感知、可验证的中国全球治理成果为支撑，显著区别于西方口号式空洞理念。全球治理倡议是以习近平同志为核心的党中央统筹国内国际两个大局，不断推进新时代中国特色大国外交、参与全球治理丰富实践的智慧结晶。全球治理倡议明确“注重行动导向”，强化了务实治理的实践属性。另一方面，全球治理倡议在理念维度对人类文明治理智慧进行合理转化与借鉴，通过交流互鉴回应全球治理的核心议程。价值观念通约性为跨文化交流提供了突破口与可能性，不同主体可以摒弃意识形态分歧与发展阶段差异，围绕共同议题展开解读并形成共识。面对“世界怎么了、我们怎么办?”的时代之问，全球治理倡议吸收各国治理理论的合理内核，从治理主体、治理规则、治理理念、治理旨归、治理实践等维度实现了东方智慧与各国文明的对话交流。这种叙事闭环超越了抽象理念的空泛阐释，也规避了“文明冲突论”的思维误区，推动各方主体形成价值共鸣。

(3) Cognition and Identification: The Potential Effectiveness of the International Communication Narrative of the Global Governance Initiative

（三）认知与认同：全球治理倡议国际传播叙事的致效潜能

Narrative inherently possesses communicative attributes and, through discursive practice, shapes the framework of human cognition and perception of reality. The international communication of the Global Governance Initiative can rely on the dual psychological mechanisms of cognitive construction and identity consolidation to achieve communicative effectiveness in cross-cultural contexts, thereby building consensus and pooling strength for the transformation of the global governance system.

叙事天然具备传播属性，并通过话语实践形塑人类认识与感知现实的思维框架。全球治理倡议的国际传播可依托认知建构与认同凝聚的双重心理机制，实现跨文化语境下的传播致效，为全球治理体系变革凝聚共识、汇聚合力。

First, the international communication narrative of the Global Governance Initiative shapes the cognitive consensus of governance subjects. The Global Governance Initiative reflects China’s basic judgments on the history of the development of the international order, fundamental facts, and future directions, guiding audiences to think about descriptive and normative questions such as “What is global governance?”, “What is the current state of global governance?”, and “How to advance global governance?”. One is to enhance cognitive consensus on the basic facts of global governance. The Global Governance Initiative, through multiple channels, embeds itself in the international public opinion arena, transforming complex global governance practices into a perceptible “linguistic reality,” providing international audiences with a clear textual basis and thinking framework for understanding the actual pattern of global governance. The second is to consolidate cognitive consensus on value judgments in global governance. The Global Governance Initiative contains China’s value propositions and practical orientation for transforming and improving the global governance system. Through standardized discursive communication practices, it provides the international community with the proper direction for global governance reform, promoting cognitive resonance among all parties at the core value level.

其一，全球治理倡议的国际传播叙事形塑治理主体的认知共识。全球治理倡议反映了中国对国际秩序发展历史、基本事实、未来走向等内容的基本判断，引导受众认识和思考“何谓全球治理”“全球治理现状怎样”“如何推进全球治理”等描述性和规范性问题。一是增进对全球治理基本事实的认知共识。全球治理倡议借助多元渠道嵌入国际舆论场，将复杂的全球治理实践转化为可感知的“语言现实”，为国际受众理解全球治理的实然格局提供了清晰的文本依据与思维框架。二是凝聚对全球治理价值判断的认知共识。全球治理倡议内蕴了中国变革和完善全球治理体系的价值主张与实践指向，通过规范化的话语传播实践为国际社会提供了全球治理变革的应然方向，推动各方在核心价值层面形成认知共鸣。

Second, the international communication narrative of the Global Governance Initiative promotes attitudinal identification among governance subjects. Identification is the externalization of cognition, a relatively stable mental structure formed through the dialogue between subjective perception and social information, and narrative communication is precisely the key bridge for transforming cognition into identification. One is to achieve attitude persuasion through the coordination of multidimensional elements. The comprehensive interaction of information elements such as the speaker, the content of the speech, the context of the speech, and the audience can facilitate a change in the audience’s attitude. As the proposer and practitioner of the Global Governance Initiative, China’s narrative identity possesses authority, enhancing the credibility of the discourse. The problem anchor, practical plan, and value appeal of the Global Governance Initiative are also closely aligned with the current situation of the global governance deficit. All parties can perceive the relevance of their own interests to the Global Governance Initiative from the narrative, thereby achieving a change in attitude. The second is to achieve attitudinal penetration through symbolic communication. Narrative is an externalized practice in which the communicating subject symbolizes its attitudinal stance — China encodes its basic propositions for resolving the governance deficit through narrative, while other subjects decode this symbolic language to absorb the wisdom of the times for addressing common human challenges. The Global Governance Initiative can become a universal linguistic symbol for communication on governance among sovereign states, international organizations, multinational corporations, and social groups worldwide, subtly shaping the thinking of audiences and promoting the formation of stable and lasting identification attitudes among subjects in discursive interaction.

其二，全球治理倡议的国际传播叙事推动治理主体的态度认同。认同是认知的外化，是主体知觉与社会信息对话后形成的相对稳定的思维结构，而叙事传播正是实现认知向认同转化的关键桥梁。一是依托多维要素协调实现态度说服。言说者、言说内容、言说情境与言说对象等信息要素的综合互动可以促使言说对象态度的转变。作为全球治理倡议的提出者与实践者，中国的叙事身份具备权威性，增强了话语的可信度。全球治理倡议的问题锚点、实践方案、价值诉求也与当下全球治理赤字情境紧密适配。各方主体可从叙事中感知自身利益与全球治理倡议的关联性，进而实现态度转变。二是通过符号化传播实现态度渗透。叙事是传播主体将态度立场符号化的外显实践——中国通过叙事编码化解治理赤字的基本主张，而其他主体则通过解码这一符号语言汲取应对人类共同挑战的时代智慧。全球治理倡议可成为世界范围内主权国家、国际组织、跨国公司、社会民众等主体开展治理沟通的通用语言符号，在潜移默化中形塑受众的思考，推动主体在话语互动中形成稳定持久的认同态度。

II. Narrative Framework: The Content Focus of the International Communication Narrative of the Global Governance Initiative

二、叙事框架：全球治理倡议国际传播叙事的内容聚焦

The narrative framework, as an important mediating mechanism for transforming the communicator’s ideas into the audience’s perception, carries information such as the narrative subject’s factual judgments, causal reasoning, and proposed measures in the form of textual symbols. Constructing a narrative framework with systemic narrative, identity narrative, and issue narrative as the main axes, and comprehensively elucidating the deep connotations of the Global Governance Initiative through layered and supplementary narratives, can provide audiences with accurate discursive basis and practical guidance for understanding the structure of the global governance system, grasping the roles of governance subjects, and identifying the targets of governance issues.

叙事框架作为传者理念转化为受众感知的重要中介机制，以文本符号的形态承载了叙事主体的事实判断、因果推理、建议举措等信息。以体系叙事、身份叙事、议题叙事为主轴建构叙事框架，通过分层叙事与补充叙事全面阐明全球治理倡议的深层内涵，可为受众认知全球治理体系结构、把握全球治理主体角色、识别全球治理议题靶向提供准确话语依据与实践遵循。

(1) Systemic Narrative Framework: Elucidating China’s Structural Understanding of the Global Governance System

(一)体系叙事框架：阐明中国对全球治理体系的结构认知

Systemic narrative is the narrative subject’s cognition and description of the structural characteristics of international affairs and the logic of the international system’s architecture. The systemic narrative framework for the international communication of the Global Governance Initiative should contain China’s three-dimensional understanding of the current state, purpose, and practice of the global governance system, constructing a closed-loop narrative integrating ontology, axiology, and methodology.

体系叙事是叙事主体对国际事务结构特征以及国际体系架构逻辑的认知与描述。全球治理倡议国际传播的体系叙事框架应蕴含中国对当下全球治理体系现状、旨归与践履的三维理解，构建本体论、价值论与方法论三位一体的闭环叙事。

First, at the ontological level, it elucidates that the Global Governance Initiative upholds the international system centered on the United Nations. One is to clarify the legitimacy of the current international system. What kind of world order to build and how to maintain it have always been the focus of contention among actors in international politics. “There is only one system in the world, and that is the international system centered on the United Nations.” This international system emphasizes maintaining stable order through legal rules rather than war and force, and also emphasizes the autonomy of states in their internal and external affairs, which is conducive to curbing the discursive monopoly of hegemonic states in the field of international affairs. The second is to clarify that the current international system still needs improvement. Xi Jinping pointed out: “The international balance of power is undergoing profound changes, but the reform of the global governance system has long lagged behind.” The global governance system has three defects: first, a lack of authority, as a few major powers attempt to dominate the world political and economic order through hegemony or balance-of-power methods, especially the global governance mechanisms under US hegemonic interference, which have never been able to function effectively; second, an imbalance in representation, failing to fully reflect the rights and interests of emerging developing countries, as the contributions of Global South countries to world development are not proportional to their returns in rights and interests; third, insufficient effectiveness, as traditional and emerging issues intertwine, but the absence of multilateral organizational rules coexists with the predicament of deliberation without action.

其一，在本体论维度阐明全球治理倡议维护以联合国为核心的国际体系。一是阐明现行国际体系的正当性。建设一个什么样的世界秩序、怎样维系世界秩序，始终是国际政治行为主体博弈的焦点。“世界只有一个体系，就是以联合国为核心的国际体系。”这一国际体系既强调以法律规则而非战争武力来维系稳定秩序，也强调各国在内政外交事务上的自主权，有利于遏制霸权国家在国际事务领域的话语垄断。二是阐明现行国际体系仍待完善。习近平指出：“国际力量对比正在深刻演变，但全球治理体系改革长期滞后。”全球治理体系存在三重缺陷：一是权威性缺失，少数大国妄图以霸权或均势方式主导世界政治经济秩序，尤其是美国霸权干涉下的全球治理机制始终无法实现有效运转;二是代表性失衡，尚未充分反映新兴发展中国家权益，全球南方国家为世界发展所作贡献与权益回报不成正比；三是有效性不足，传统问题与新兴问题交织，但多边组织规则缺位与议而不行窘境并存。

Second, at the axiological level, it elucidates that the Global Governance Initiative expresses the value purpose of creating a better life for humanity. Narrative discourse is an ideological phenomenon, reflecting the value orientation and demands of the speaker. The Global Governance Initiative adheres to a people-centered approach, taking “concrete human beings” as the starting point to safeguard the collective interests of humanity. One is to clarify, from the dimension of value stance, that the Global Governance Initiative is for the common interests of all humanity. Xi Jinping pointed out: “The governance system should be built by all, and the fruits of development should be shared by the people of all countries.” It is necessary to clarify that the Global Governance Initiative aims to take the common values of all humanity as its basic guideline, committed to resolving common threats and challenges and enhancing the sense of gain, happiness, and security of the world’s people in the process of modern civilization. The second is to clarify, from the dimension of value subjects, that the Global Governance Initiative requires the participation of all humanity. The direction and destiny of the world order should be controlled by all humanity; the “black box” decision-making mechanism of a few major powers monopolizing international affairs often sacrifices the rights and interests of all humanity. Xi Jinping pointed out: “Adhere to the principle that global affairs are discussed and handled by the people of all countries, and actively promote the democratization of global governance rules.” The Global Governance Initiative advocates consultative democracy at the level of international affairs, which conforms to the trend and requirements of the democratization of international relations and possesses significant moral appeal.

其二，在价值论维度阐明全球治理倡议表达以创造人类美好生活为价值旨归。叙事话语是一种意识形态现象，折射言说者的价值取向与诉求。全球治理倡议坚持以人为本，以“具象的人”为基点维护人类集体利益。一是在价值立场维度阐明全球治理倡议是为了全人类共同利益。习近平指出：“治理体系由大家携手建设，发展成果由各国人民共同分享。”要阐明全球治理倡议旨在以全人类共同价值为基本遵循，致力于化解共同威胁与挑战、增强世界人民在现代化文明进程中的获得感、幸福感与安全感。二是在价值主体维度阐明全球治理倡议需要全人类共同参与。世界秩序的走向与命运应当由全人类共同掌控，少数大国垄断国际事务的“黑箱”决策机制往往牺牲了全人类的权益。习近平指出：“坚持全球事务由各国人民商量着办，积极推进全球治理规则民主化。”全球治理倡议主张国际事务层面的协商民主，符合国际关系民主化趋势与要求，具备显著的道义号召力。

Third, on the methodological dimension, it clarifies that the Global Governance Initiative calls for action in accordance with the basic norms of international relations. Global good governance requires international good law as its basic standard, and the effectiveness of international rules is highly dependent on narrative construction and discursive interpretation. First, it clarifies that all countries should jointly abide by the existing basic norms of international relations. International law and the purposes and principles of the UN Charter embody the common aspiration of peoples for good law and good governance, and epitomize humanity’s institutional design wisdom for avoiding disorderly competition and achieving lasting peace. The Global Governance Initiative calls for “comprehensive, full, and complete compliance with the basic norms of international relations such as the purposes and principles of the UN Charter, and ensuring the equal and uniform application of international law and international rules,” injecting certainty based on common rules into a world order beset by turmoil and chaos. Second, it clarifies that all countries should jointly oppose hegemonic states’ generalization of special rules. After the end of the Cold War, the United States generalized measures seeking its own special interests into “unspoken rules” of international relations, vigorously promoting economic and financial rules dominated by the US dollar, political rules centered on Western-style democratic systems, and cultural rules centered on “universal values,” leading to persistent instability in the world order. “International rules should be jointly written by all countries.” It is necessary to resolutely oppose the generalization of special rules by a few countries and advocate the spirit of multilateralism in the formulation of international rules.

其三，在方法论维度阐明全球治理倡议呼吁以国际关系基本准则为行动遵循。全球善治需要以国际良法为基本规范，而国际规则的有效性高度依赖叙事建构与话语诠释。一是阐明世界各国应当共同遵守现行国际关系基本准则。国际法和联合国宪章宗旨原则彰显了各国人民对于良法善治的共同憧憬，集中体现了人类为避免无序竞争、实现永久和平的制度设计智慧。全球治理倡议呼吁“全面、充分、完整遵守联合国宪章宗旨和原则等公认的国际关系基本准则，确保国际法和国际规则平等统一适用”，为变乱交织的世界秩序注入基于共同规则的确定性。二是阐明世界各国应当共同反对霸权国家泛化特殊规则。冷战结束后，美国将谋求自身特殊利益的举措泛化为国际关系的“潜规则”，大力推行以美元为主导的经济金融规则、以西式民主制度为核心的政治规则、以“普世价值”为核心的文化规则，导致世界秩序始终动荡不安。“国际规则应该由各国共同书写。”必须坚决反对少数国家泛化特殊规则，倡导国际规则制定中的多边主义精神。

(II) Identity Narrative Framework: Clarifying China’s Role Anchoring of Subjects in Global Governance

（二）身份叙事框架：阐明中国对全球治理主体的角色锚定

The core of identity narrative is to define the identities of subjects participating in international affairs, explain the role connotations, responsibility boundaries, and behavioral objectives of each subject, and provide a clear subject positioning for building a new type of international relations. The identity narrative framework for the international communication of the Global Governance Initiative not only highlights China’s important role but also calls on all countries to unite diverse subjects around the United Nations to promote global governance toward good governance.

身份叙事的核心是界定国际事务参与主体身份，阐释各方主体的角色内涵、责任边界与行为目标，为构建新型国际关系提供清晰的主体定位。全球治理倡议国际传播的身份叙事框架既凸显中国的重要角色，也号召世界各国以联合国为中心团结多元主体推动全球治理趋于善治。

First, on the dimension of what is, it clarifies that China is a contributing subject of the global governance system. The international communication narrative of the Global Governance Initiative should continue to highlight China’s identity role as not only a deep participant in global governance but also a pragmatic promoter and practical leader. First, it clarifies that China is a participant in the process of improving the global governance system. China has always “supported strengthening the Southern短板 [n] in the global governance system and supported pooling the strength of South-South cooperation,” promoting the global governance system to more balancedly reflect the will and interests of developing countries, in line with the objective trend of inclusive and win-win global governance. Second, it clarifies that China is a promoter of the process of improving the global governance system. As the world’s second-largest economy, China has contributed rich wisdom and solutions to global governance while pursuing its own development, “promoting global governance toward a more just and reasonable direction,” becoming a ballast stone for the stability of the world order. Third, it clarifies that China is a leader in the process of improving the global governance system. China is at the forefront of the world in both global governance concepts and actions, always “leading the reform of the global governance system with the concept of fairness and justice,” advocating a correct view of righteousness and benefit, providing scientific guidance for global governance reform; taking the building of a community with a shared future for mankind as action guidance, implementing the Belt and Road Initiative and the four major global initiatives, embodying the practical character of the unity of knowledge and action in Xi Jinping’s diplomatic thought.

其一，在实然维度阐明中国是全球治理体系的贡献性主体。全球治理倡议的国际传播叙事要继续凸显中国既是全球治理的深度参与者，更是务实推动者与实践引领者的身份角色。一是阐明中国是全球治理体系完善进程的参与者。中国始终“支持补强全球治理体系中的南方短板，支持汇聚南南合作的力量”，推动全球治理体系更平衡地反映发展中国家意愿与利益，顺应全球治理体系普惠共赢的客观趋势。二是阐明中国是全球治理体系完善进程的推动者。作为全球第二大经济体，中国在谋求自身发展的同时为全球治理贡献了丰富的智慧与方案，“推动全球治理朝着更加公正合理的方向发展”，成为世界秩序稳定的压舱石。三是阐明中国是全球治理体系完善进程的引领者。中国在全球治理理念与行动上均走在世界前列，始终“以公平正义为理念引领全球治理体系变革”，倡导正确义利观，为全球治理变革提供了科学指引；以构建人类命运共同体为行动引领，践行“一带一路”倡议以及四大全球倡议，体现了习近平外交思想知行合一的实践品格。

Second, on the dimension of necessity, it clarifies that the United Nations is the authoritative subject of the global governance system. Respecting the status of the United Nations is a necessary condition for promoting the smooth transformation of the global governance system. The Global Governance Initiative proposes to “effectively play the irreplaceable and important role of the United Nations in global governance,” reflecting China’s scientific understanding and grasp of the laws of human social development. First, it clarifies the theoretical logic of the United Nations as the authoritative subject of global governance. International politics is a self-help system, lacking a common sovereign at the international level. Without the United Nations as a mechanism for consultation and deliberation among sovereign states, it would be difficult for humanity to reach consensus on global issues. Second, it clarifies the historical logic of the United Nations as the authoritative subject of global governance. The United Nations is the wise crystallization of the world anti-fascist alliance’s painful reflection after the victory of World War II, embodying humanity’s desire and aspiration to avoid repeating the mistakes of history. Third, it clarifies the practical logic of the United Nations as the authoritative subject of global governance. At present, the United Nations attaches great importance to the development problems faced by the Global South and takes active measures, such as focusing on poverty alleviation, food security, public health, and other fields, providing “hematopoietic” support to developing countries, and committing to advancing the cause of human rights. Practice has proven that “the authority and core position of the United Nations can only be strengthened, not weakened.”

其二，在必然维度阐明联合国是全球治理体系的权威性主体。尊重联合国地位是推动全球治理体系平稳转型的必要条件。全球治理倡议提出“切实发挥联合国在全球治理中不可替代的重要作用”，体现了中国对人类社会发展规律的科学认识与把握。一是阐明联合国作为全球治理权威性主体的理论逻辑。国际政治是一个自助体系，国际层面缺少一个共同主权者。如果没有联合国作为各主权国家的协商议事机制，人类就难以围绕全球性问题达成共识。二是阐明联合国作为全球治理权威性主体的历史逻辑。联合国是世界反法西斯同盟在二战胜利之际痛定思痛的智慧结晶，寄托了人类对避免重蹈历史覆辙的愿望与憧憬。三是阐明联合国作为全球治理权威性主体的实践逻辑。当下，联合国对全球南方发展面临的问题高度重视并采取积极举措，如聚焦扶贫减贫、粮食安全、公共卫生等领域，为发展中国家提供“造血式”支持，致力推进人权事业的发展。实践证明，“联合国权威和核心地位只能加强、不能削弱”。

Third, on the dimension of what ought to be, it clarifies that multiple roles are participatory subjects of the global governance system. Since the end of World War II, the pattern of international forces has gone through stages of bipolar confrontation, unipolar dominance, and then multipolarization. The power structure, core contradictions, and operational logic of each stage differ, revealing the underlying logic that the balance of power determines the pattern form and emerging forces drive pattern transformation. Conforming to the trend of world multipolarization and advocating the joint participation of multiple subjects in international affairs is an important narrative theme of the international communication of the Global Governance Initiative. On the one hand, it should clarify that the participation of multiple subjects is a necessary condition for the reform and improvement of the global governance system. In reality, the number and types of global governance subjects are becoming increasingly abundant, showing the characteristics of diversity and plurality of governance forces. Various urgent global issues prompt multiple subjects to take the maintenance of the common survival interests of all humanity as a basic consideration. On the other hand, it should clarify the important position of the Global South in promoting the reform and improvement of the global governance system. The world order has entered a new period of turbulence and transformation, an important manifestation of which is the profound change and reorganization of international forces. Emerging developing countries are rising rapidly, and the center of gravity of world governance forces is shifting from Europe and America to the Asia-Pacific, from the Global North to the Global South. Through rule improvement, institutional innovation, and agenda leadership, the Global South promotes the transformation of world order power from hierarchical distribution to networked sharing.

其三，在应然维度阐明多元角色是全球治理体系的参与性主体。二战结束以来，国际力量格局经历了两极对峙到单极主导再到多极化的演进阶段，每个阶段的权力结构、核心矛盾与运行逻辑均有差异，呈现出实力对比决定格局形态、新兴力量推动格局转型的底层逻辑。顺应世界多极化趋势，提倡多元主体共同参与国际事务是全球治理倡议国际传播的重要叙事主题。一方面，要阐明多元主体参与是全球治理体系变革完善的必要条件。在现实中，全球治理主体数量与种类愈加丰富，展现出治理力量多样性与多元性的特征，各类紧迫的全球性问题促使多元主体将维护全人类共同生存利益作为基本考量。另一方面，要阐明全球南方推动全球治理体系变革完善的重要地位。世界秩序进入新的动荡变革期，一个重要表现即国际力量的深刻变化与重组。新兴发展中国家迅速崛起，世界治理力量重心正在由欧美向亚太、由全球北方向全球南方转移。全球南方通过规则完善、制度创新与议程主导等方式，推动世界秩序权力从等级制分配向网络化共享转型。

(III) Issue Narrative Framework: Clarifying China’s Targeted Response to Global Governance Issues

（三）议题叙事框架：阐明中国对全球治理议题的靶向因应

Issue narrative is the definition and consideration of the policy domain of international affairs by the narrative subject. The issue narrative framework for the international communication of the Global Governance Initiative can be developed around temporal, spatial, and object-oriented issues, highlighting its powerful effectiveness in solving practical problems.

议题叙事是叙事主体对国际事务政策论域的界定与思考。全球治理倡议国际传播的议题叙事框架可围绕时间性、空间性、对象性议题展开，凸显其解决实际问题的强大效能。

First, it clarifies the effectiveness of the Global Governance Initiative in addressing spatial issues. Spatial issues mainly involve global governance cruxes at the three levels of country, region, and world. First, its response to governance issues within specific countries. Against the backdrop of globalization, the boundary between internal issues of specific countries or regions and international issues has been broken, meaning that the issues of global governance are no longer limited to traditional international diplomatic affairs. Underdeveloped countries or regions have governance problems such as the spread of infectious diseases. Such issues appear to be internal affairs of sovereign states, but if left unresolved, they will eventually spill over into transnational governance difficulties. Development resources should be sunk to underdeveloped countries to enhance their governance capacity, resolving such problems at the source and preventing internal regional imbalances from turning into external crises. Second, its response to issues that cross geographical spatial boundaries. Such issues mainly involve two major problem domains: cross-border cooperation in areas of overlapping sovereignty and global commons outside sovereign jurisdiction. The former may find it difficult to form governance synergy due to diverging interests of sovereign states, while the latter may suffer from the tragedy of the commons and “governance vacuum” due to the absence of governance rules for global commons. It should advocate a collaborative governance model of South-South cooperation and North-South cooperation, break down traditional governance barriers, and improve governance rules for deep seas, polar regions, outer space, and other areas.

其一，阐明全球治理倡议应对空间性议题的效能。空间性议题主要涉及国家、地区与世界三重空间的全球治理症结。一是对特定国家内部治理议题的因应。全球化背景下，特定国家或地区内部问题与国际问题界限被打破，意味着全球治理的议题已经不再局限于传统的国际外交事务。欠发达国家或地区存在传染病流行等治理问题。此类议题看似属于主权国家内部事务，但若不解决则终将外溢为跨国治理难题。应将发展资源下沉至欠发达国家，提升欠发达国家治理能力，从源头化解此类难题，避免地区内部失衡转化为外部危机。二是对跨越地理空间边界议题的因应。此类议题主要涉及主权重叠区的跨境合作与主权管辖外的全球公域两大问题域，前者可能因主权国家利益分歧难以形成治理合力，后者则可能因全球公域治理规则缺位出现公地悲剧与“治理真空”。应提倡南南合作、南北合作的协同治理模式，打破传统治理壁垒，完善深海、极地、太空等领域治理规则。

Second, it clarifies the effectiveness of the Global Governance Initiative in addressing temporal issues. The Global Governance Initiative helps resolve both sudden and long-term issues, responding to “black swan” and “gray rhino” events in the process of modernization. First, its response to short- and medium-term issues. Short- and medium-term issues manifest as the handling and management of immediate global risks, including sudden public health incidents, local regional conflicts, and the production and circulation of weapons of mass destruction. Contemporary society has become a veritable risk society, where various sudden crises may threaten the global governance landscape at any time. It is necessary to advocate equal emphasis on development and emergency response, establishing various governance contingency plans in advance while resolving short-term crises, thereby turning crises into development opportunities and seizing the historical initiative in global governance. Second, its response to long-term issues. Long-term issues in global governance are characterized by upfront governance costs and intergenerational governance benefits. The United Nations’ *2025 Sustainable Development Goals Report* shows that long-term issues such as food security, energy access, and social protection remain key to sustainable development. It is necessary to advocate adherence to the principle of intergenerational equity, making sustainable development the focus of global governance, and promoting the construction of an intergenerational equity development mechanism to safeguard the future interests of humanity, thereby significantly transcending the limitations of Western countries’ capital short-sightedness.

其二，阐明全球治理倡议应对时间性议题的效能。全球治理倡议有助于化解突发性与长期性议题，应对现代化进程中的“黑天鹅”与“灰犀牛”事件。一是对中短期议题的因应。中短期议题表现为对即时性全球风险的应对与处置，包括突发公共卫生事件、局部区域冲突、大规模杀伤性武器生产流通等。当今社会已经成为名副其实的风险社会，各类突发性危机可能随时危及全球治理格局。应提倡发展与应急并重，在化解短期危机的同时，提前设立各种治理预案，从而将危机转化为发展机遇，把握全球治理中的历史主动。二是对长期议题的因应。全球治理的长期议题具有治理成本前置、治理收益跨代的特质。联合国发布的《2025年可持续发展目标报告》显示，粮食安全、能源获取、社会保障等长期议题仍然是可持续发展的关键。应提倡遵循代际公平原则，将可持续发展作为全球治理的重心，倡导构建代际公平发展机制守护人类未来利益，从而显著超越西方国家的资本短视性局限。

Third, it clarifies the effectiveness of the Global Governance Initiative in addressing object-based issues. Biophysical systems and socioeconomic systems concern human well-being. The international communication narrative of the Global Governance Initiative must analyze the contradictory attributes and symptomatic problems of such issues, prompting all parties to take specific governance measures. First, its response to natural ecological issues. Such issues mainly involve the balance between human development and the climate environment, covering hot topics such as climate change and biodiversity. Western ecological imperialist discourse amplifies the contradiction between humans and nature, weakens the environmental responsibilities of developed countries, and shifts environmental costs to developing countries. It is necessary to highlight the global ecological governance concept of harmonious coexistence between humans and nature, forming a consensus on the principle of “common but differentiated responsibilities,” and deconstructing the discursive hegemony of the United States and other Western countries in equal burden-sharing. Second, its response to social and cultural issues. Social and cultural issues mainly involve differences and divergences in values and cultural concepts, such as hot topics like anti-poverty, anti-hunger, protection of women’s rights, and artificial intelligence governance. It is necessary to call for respect for the reality of differences among civilizations, advocating a people-centered approach to achieve the inclusive sharing of the fruits of civilizational development. For example, regarding the cause of women worldwide, the international communication narrative of the Global Governance Initiative can take China’s implementation of “small yet smart” public welfare projects such as the “Maternal and Child Health Project” and the “Happy Campus Project” as entry points, transforming gender equality from a single issue into a comprehensive goal of global governance, providing Chinese solutions to global problems restricting women’s development, such as the digital gender divide and uneven resource distribution.

其三，阐明全球治理倡议应对对象性议题的效能。生物物理系统与社会经济系统事关人类福祉。全球治理倡议的国际传播叙事须辨析此类议题矛盾属性与问题症候，助推各方主体采取具体治理举措。一是对自然生态类议题的因应。此类议题主要涉及人类发展与气候环境的平衡，涵盖气候变化、物种多样性等热点问题。西方生态帝国主义话语放大了人与自然的矛盾，弱化发达国家环保责任，将环保成本转嫁给发展中国家。应突出人与自然和谐共生的全球生态治理理念，形成“共同但有区别的责任”的原则共识，解构美国等西方国家责任均摊的话语霸权。二是对社会文化类议题的因应。社会文化类议题主要涉及价值文化理念的差异与分歧，如反贫困、反饥饿、妇女权益保障、人工智能治理等热点问题。应号召尊重不同文明差异现实，提倡以人为本实现文明发展成果的普惠共享。例如，针对世界妇女事业，全球治理倡议的国际传播叙事可以中国实施“妇幼健康工程”“快乐校园工程”等“小而美”公益项目为切入点，将性别平等从单一议题转化为全球治理的综合性目标，为破解数字性别鸿沟、资源分配不均等制约妇女发展的全球性难题提供中国方案。

III. Narrative Mechanism: Practical Strategies for the International Communication Narrative of the Global Governance Initiative

三、叙事机制：全球治理倡议国际传播叙事的实践策略

Based on the narrative framework of the Global Governance Initiative, international communication also needs to enhance the credibility, reach, and appeal of the Global Governance Initiative through narrative mechanisms such as coordinating narrative subjects, segmenting narrative audiences, and integrating narrative methods.

立足于全球治理倡议的叙事框架，国际传播还需要经由协同叙事主体、细分叙事受众、综合叙事方式等叙事机制，提升全球治理倡议的公信力、触达力与感染力。

(I) Coordination of Narrative Subjects: Enhancing the Credibility of the Global Governance Initiative

（一）叙事主体协同：提升全球治理倡议的公信力

Achieving polyphonic narration and communication of the Global Governance Initiative requires constructing a coordination mechanism where multiple communication subjects complement and reinforce each other, consolidating the communication synergy of political parties and governments, mainstream media, and think tank scholars.

实现全球治理倡议的复调叙事与传播，需要构建多元传播主体相互补充、相辅相成的协同机制，凝聚政党政府、主流媒体与智库学者的传播合力。

First, political parties and governments play a top-level guiding role in political and diplomatic narratives. Political and diplomatic narratives have official and authoritative characteristics, and the Chinese government is the natural subject of this narrative. On the one hand, relying on home-field diplomatic platforms, they actively construct the narrative agenda. Political parties and governments can use the scene advantages of home-field diplomacy to embed the Global Governance Initiative into the core agenda of international dialogue, achieving proactive narrative output and precise transmission of concepts. For example, through party diplomacy platforms such as the CPC in Dialogue with World Political Parties High-Level Meeting, they explain to political parties of various countries the responsibility and role of political parties in global governance, combining the Global Governance Initiative with the practice of party governance. At the same time, relying on multilateral frameworks such as the Global Civilization Dialogue Ministerial Meeting, the BRICS cooperation mechanism, the Shanghai Cooperation Organization, and the Forum on China-Africa Cooperation, they engage in conceptual consultation targeting the governance concerns of other governments, enhancing the pertinence and attractiveness of the Global Governance Initiative. On the other hand, leveraging international public platforms, they precisely respond to narrative concerns. Facing cognitive differences in the international community regarding the Global Governance Initiative, they promptly respond to doubts through exchanges and dialogues. For example, on thematic platforms such as the World Trade Organization, the International Monetary Fund, and the International Atomic Energy Agency, they focus on precise articulation in subdivided governance areas, using factual evidence to counter slander and defamation of China’s narrative by a few countries, defending the moral image of the Global Governance Initiative.

其一，政党和政府发挥政治外交叙事的顶层引领作用。政治外交叙事具有官方性与权威性特征，中国政府是这一叙事的当然主体。一方面，依托主场外交平台，主动建构叙事议程。政党和政府通过主场外交的场景优势将全球治理倡议嵌入国际对话核心议程，可实现叙事的主动输出与理念的精准传递。如借助中国共产党与世界政党高层对话会等政党外交平台，向各国政党阐释政党在全球治理中的责任角色，将全球治理倡议与政党治理实践相结合。同时，依托全球文明对话部长级会议、金砖合作机制、上海合作组织、中非合作论坛等多边框架，针对他国政府的治理关切展开理念协商，增强全球治理倡议的针对性与吸引力。另一方面，借力国际公共平台，精准回应叙事关切。面对国际社会对全球治理倡议的认知差异，以交流与对话的形式及时回应疑惑。如在世界贸易组织、国际货币基金组织、国际原子能机构等专题性平台聚焦治理细分领域精准发声，通过事实例证反击少数国家对中国叙事的污蔑与诋毁，捍卫全球治理倡议的道义形象。

Second, mainstream media assume a mid-level transformative role in social public narratives. The social public narratives constructed by mainstream media have the characteristics of closeness and popularity, forming a bridge connecting serious narratives with public cognition. On the one hand, they should be adept at adopting a macro perspective, focusing on the overall interpretation of the Global Governance Initiative. Narratives from a macro perspective help international audiences understand the relevance of the Global Governance Initiative to the process of human development, explaining its core concepts, historical background, and practical value, helping international audiences form a holistic understanding of the initiative and avoiding cognitive fragmentation caused by limited thinking. On the other hand, they should be adept at adopting a micro perspective, focusing on individual perceptions of the Global Governance Initiative. Micro-narratives take the individual perspective of event participants as an entry point, enhancing the credibility of the discourse through specific cases and personal experiences, narrowing the psychological distance between communicators and recipients. They should carefully select case subjects, narrating the personal experiences of individuals or organizations with the Global Governance Initiative, using the fate transitions of ordinary individuals to reflect the people-centered value of the Global Governance Initiative, using the resolution of specific issue contradictions to outline the conceptual contours of the Global Governance Initiative, and presenting the practical effectiveness of the Global Governance Initiative to the world in accessible language.

其二，主流媒体承担社会大众叙事的中层转化作用。主流媒体建构的社会大众叙事具有贴近性与通俗性的特征，构成连接严肃叙事与大众认知的桥梁纽带。一方面，要善于采用宏观视角，聚焦全球治理倡议的整体解读。通过宏观视角的叙述帮助国际受众理解全球治理倡议与人类发展进程的关联性，阐释好全球治理倡议的核心概念、时代背景与实践价值，帮助国际受众形成对倡议的整体认知，避免思维局限导致的认知碎片化。另一方面，要善于采用微观视角，聚焦全球治理倡议的个体感知。微观叙事以事件参与者的个体视角为切入点，经由具体案例与人物经历增强话语的可信度，拉近传受双方的心理距离。要精选案例人物，叙述个体或组织对全球治理倡议的亲身感触，以普通个体的命运转折映射全球治理倡议的人本价值，以具体议题矛盾的化解勾勒全球治理倡议的思想轮廓，用平易近人的文风向世界呈现全球治理倡议的实践效力。

Third, think tank scholars consolidate the grassroots supporting role of academic theoretical narratives. Academic theoretical narratives have the characteristics of thoughtfulness and profundity, capable of providing professional theoretical support for the Global Governance Initiative. To enhance the influence of the Global Governance Initiative in the international academic field, it is necessary to start with basic concepts, “strive to create new concepts, categories, and expressions that integrate Chinese and foreign elements,” embedding the Global Governance Initiative into the international academic perspective. First, enhance the autonomy of theoretical narratives, constructing an independent knowledge system of Chinese international relations with original and distinctive concepts. The Global Governance Initiative is a regular understanding with local logic and international vision, a narrative form of China’s participation in global governance practice. It should be taken as a core concept to gradually build a disciplinary system, academic system, discourse system, and independent knowledge system of international relations with Chinese characteristics, Chinese style, and Chinese manner, breaking the theoretical predicament of blindly following the West and enriching the global governance academic thought system. Second, strengthen the commonality of theoretical narratives, disseminating Chinese values and Chinese wisdom through internationally common concepts. Enhancing narrative autonomy is not “talking to oneself,” but aims to promote the exchange and mutual learning of global governance wisdom between China and foreign countries through Eastern narratives. On the premise of taking ourselves as the mainstay and making foreign things serve China, it is necessary to reasonably borrow common academic concepts from the international community, rationally distinguish the ideological traps behind written symbols, inject Chinese connotations into exogenous academic concepts such as “multilateralism,” and subtly achieve the recognition and acceptance of the Global Governance Initiative by the international academic community.

其三，智库学者夯实学术理论叙事的基层支撑作用。学术理论叙事具有思想性与深刻性的特征，能够为全球治理倡议提供专业理论支撑。提升全球治理倡议在国际学术场域的影响力，必须从基本概念入手，“着力打造融通中外的新概念新范畴新表述”，将全球治理倡议嵌入国际学术视野。一是增强学理叙事自主性，以原创性标识性概念建构中国国际关系学自主知识体系。全球治理倡议是具有本土逻辑与国际视野的规律性认识，是中国参与全球治理实践的叙事形态。要以之为核心概念逐步构建起具有中国特色、中国风格、中国气派的国际关系学科体系、学术体系、话语体系与自主知识体系，打破唯西方马首是瞻的理论困境，丰富全球治理学术思想体系。二是强化学理叙事共通性，以国际通用概念传播中国价值与中国智慧。增强叙事的自主性不是“自说自话”，而是旨在以东方叙事促进中外全球治理智慧的交流互鉴。要在以我为主、洋为中用的前提下合理借鉴国际社会的通用学术概念，理性分辨文字符号背后的意识形态陷阱，为“多边主义”等外源性学术概念注入中国内涵，在潜移默化中实现国际学术界对全球治理倡议的认可与接受。

(II) Segmentation of Narrative Audiences: Enhancing the Reach of the Global Governance Initiative

（二）叙事受众细分：提升全球治理倡议的触达力

The audiences of international communication are not a “monolithic block,” but complex individuals with different cognitive backgrounds. Segmented communication of the Global Governance Initiative in the international arena helps reduce ineffective dissipation of information and achieve a meaningful connection between narrative texts and audience needs. To this end, it is necessary to distinguish audiences from different countries at the macro level, distinguish audiences with different cultural preferences within the same country at the meso level, and distinguish audiences based on shared interests at the micro level.

国际传播的受众并非“铁板一块”，而是拥有差异认知前见的复杂个体。全球治理倡议在国际场域的分众传播有助于减少信息的无效耗散，实现叙事文本与受众需求的意义勾连。为此，要从宏观上区分不同国家的受众，从中观上区分同一国家内部不同文化偏好的受众，从微观上区分基于相同兴趣爱好的受众。

First, classification at the macro level: constructing a regionally adaptive narrative based on the Global North-South divide. Countries have different roles and positions in the global governance system, and their interests and evaluations of the Chinese proposal also differ markedly. Compared with Global North countries, Global South countries hold a more positive view of China’s concepts and image. On this basis, the international communication of the Global Governance Initiative requires the construction of differentiated narrative content to avoid the attenuation of meaning caused by a “one-size-fits-all” approach. On the one hand, use persuasive narratives to influence Global North countries. The focus should be on order maintenance and mutual benefit, clarifying that China aims to strengthen the implementation capacity of the existing international system, thereby dispelling the mistaken concerns of Global North countries that China intends to overturn the existing order and start afresh. For example, in areas of low disagreement such as environmental governance, empirical data on China’s “dual carbon” goals [12]12 The “dual carbon” goals refer to China’s pledge to peak carbon dioxide emissions by 2030 and achieve carbon neutrality by 2060. can be compared with the provisions of the Paris Agreement to demonstrate that China’s governance practices align with the sustainable development goals of developed countries, thereby winning understanding and recognition from Global North countries. On the other hand, use solidarity narratives to influence Global South countries. Most Global South countries are developing nations, and their demands for changes in the global governance system are highly consistent with China’s. To this end, the focus can be on development empowerment and sovereign equality, reiterating China’s support for the Global South in enhancing governance capacity and participating fairly in international affairs, and clarifying that China’s “active promotion of global governance reform and deepening of solidarity and cooperation with the Global South” aligns with the practical interests of Global South countries, striving to build a narrative alliance for the international communication of the Global Governance Initiative with them.

其一，宏观上分类，建构基于全球南北差异的区域适配性叙事。世界各国在全球治理体系中的角色与定位不同，其利益关切及对中国方案的评价也存在明显差异。相较于全球北方国家，全球南方国家对中国理念与中国形象的正面评价更加明显。基于此，全球治理倡议的国际传播需要构建差异化叙事内容，避免“一刀切”导致的意义衰减。一方面，以说服叙事影响全球北方国家。要侧重于秩序维护与利益共赢，阐明中国旨在增强现行国际体系的执行力，打消全球北方国家对中国推倒重来与另起炉灶的错误疑虑。例如，在环境治理等弱分歧议题领域，可用中国“双碳”目标的实证数据对比《巴黎协定》条文，表明中国的治理实践与发达国家的可持续发展目标契合，以赢得全球北方国家的理解认同。另一方面，以团结叙事影响全球南方国家。全球南方国家多为发展中国家，其在全球治理体系变革中的诉求与中国存在高度一致性。为此，可聚焦发展赋能与主权平等，重申中国支持全球南方提升治理能力、公平参与国际事务，阐明中国“积极推动全球治理变革，深化全球南方团结合作”，契合全球南方国家的现实利益需求，争取与全球南方国家构建全球治理倡议国际传播的叙事联盟。

Second, stratification at the meso level: constructing a class-adaptive narrative based on differences in cultural capital. Differences in cultural capital, such as the public’s educational level and knowledge literacy, create social stratification, and different classes may have vastly different capacities and preferences for receiving information. Even within the same country, audiences with different cultural capital possess varying access to cultural communication resources and media information channels, and their preferences for accepting the Global Governance Initiative and depth of understanding also differ. For foreign political elites and government officials, a rigorous language style should be used to demonstrate its connection with existing global governance concepts, highlighting the possibility of dialogue with that country’s good governance concepts on the basis of clarifying Chinese governance wisdom, gradually enhancing the audience’s cognition and understanding through seeking common ground while reserving differences. For groups such as experts and scholars, academic language with theoretical, empirical, and ideological depth should be used to clearly explain key issues such as why the Global Governance Initiative works and how it can be implemented. For example, the differences between the Global Governance Initiative and the hegemonic logic of neoliberalism can be analyzed and compared, thoroughly explaining from a theoretical perspective the value of the Global Governance Initiative in upholding human fairness and justice. For the general public, diverse, visual, and internet-savvy language should be used to lower the cognitive threshold, employing narrative technologies with a sense of technology, such as augmented reality, virtual reality, and mixed reality, to transform abstract concepts into impactful audiovisual representations, cultivating the public’s goodwill toward China’s global governance role in the short term, and then gradually disseminating Chinese concepts through long-term narrative accumulation.

其二，中观上分层，建构基于文化资本差异的阶层适配性叙事。大众的教育水平、知识素养等文化资本差异形成社会分层，不同阶层可能具有迥异的信息接受能力与偏好。即便是同一国家内部，不同文化资本的受众对文化传播资源、媒介信息渠道的占有不同，对全球治理倡议的接受偏好与理解深度亦存在程度差异。面向国外政治精英与政府部门官员，要以严谨的语言风格论证其与既有全球治理理念的衔接，在阐明中国特色的治理智慧基础上突出其与该国善治理念对话的可能性，通过求同存异逐步增进受众的认知与理解。面向专家学者等群体，要采用具备理论性、实证性、思想性的学术语言，讲清楚全球治理倡议为什么行、如何落地等关键问题。如可分析对比全球治理倡议与新自由主义霸权逻辑的差异，从学理上讲深讲透全球治理倡议维护人类公平正义的价值。面向普通民众，要使用多样化、可视化的网言网语降低认知门槛，采用增强现实、虚拟现实、混合现实等具有科技感的叙事技术将抽象理念转化为具有冲击力的视听表征，在短期内培养民众对中国全球治理角色的好感，再经由长期的叙事积累逐步传播中国理念。

Third, segmentation at the micro level: constructing an individually adaptive narrative based on differences in user profiles. In the era of “everything as media” driven by 5G, big data, and artificial intelligence technologies, the composition of the same social class is no longer limited to offline kinship groups, geographic groups, or occupational groups. Instead, various interest-based groups emerge through shared hobbies in virtual cyberspace, and the audience’s characteristics of being organized into circles are increasingly evident. At the same time, big data technology provides a technical foundation for understanding the information consumption needs of different interest groups, helping to achieve precise targeting of the Global Governance Initiative with “one policy for one group.” First, rely on big data technology to create precise user profiles. Intelligent user profiling technology is the foundation for micro-segmentation of online users. It can generate profiles covering individuals’ explicit characteristics and implicit needs through multi-dimensional data aggregation and algorithm analysis, anchor the potential data pool of international audiences, and mark the interest preferences of such audiences for different global governance issues. Second, rely on big data technology to achieve precise information推送 [13]13 The Chinese term “推送” (tuīsòng) refers to the algorithmic push or recommendation of content to users, a standard term in Chinese internet and technology discourse.. After intelligently analyzing and generating demand labels from user profiles, use generative artificial intelligence technology to produce diverse narrative scripts for the Global Governance Initiative, achieving precise matching of content and audience. For example, for network users tagged with “concerned about environmental protection” and “youth group,” material on the construction of large wildlife migration passages during China’s construction of the Mombasa-Nairobi Railway in Kenya can be selected, combined with a youthful music background to produce micro-videos, thereby enhancing the appeal of the Global Governance Initiative to such users.

其三，微观上分群，建构基于用户画像差异的个体适配性叙事。在5G、大数据与人工智能技术驱动的万物皆媒时代，同一社会阶层的组成方式也不再局限于线下空间的血缘群体、地缘群体、业缘群体，而是经由虚拟网络空间的共同爱好涌现出各类趣缘群体，受众的圈层化特征愈发明显。同时，大数据技术也为了解不同兴趣群体的信息消费需求提供了技术底座，有助于实现全球治理倡议“一群一策”的精准触达。一是依托大数据技术实现用户精准画像。智能用户画像技术是网络用户微观分群的基础，可通过多维度数据聚合与算法分析生成涵盖个体显性特征与隐性需求的画像，锚定可能的国际受众数据池，并标记此类受众对于不同全球治理议题的兴趣偏好。二是依托大数据技术实现信息精准推送。在智能分析生成用户画像的需求标签后，通过生成式人工智能技术生产多样的全球治理倡议叙事脚本，实现内容与受众的精准适配。如针对标注“关注环保”“青年群体”标签的网络用户，可选取中国在承建肯尼亚蒙内铁路时设置大型野生动物迁徙通道的事件素材，搭配年轻化的音乐背景制作微视频，增强全球治理倡议对此类用户的吸引力。

(3) Synthesis of narrative methods: enhancing the appeal of the Global Governance Initiative

（三）叙事方法综合：提升全球治理倡议的感染力

Compared with a single linear narrative, a cross-narrative that integrates the characteristics of various narrative methods can better enhance the discursive appeal of the Global Governance Initiative in the international arena.

相较于单一的线性叙事，综合各种叙事方式特征的交叉叙事更能增强全球治理倡议在国际场域的话语感染力。

First, the unity of competitive narrative and cooperative narrative. The competitive narrative highlights the irreplaceability of the Global Governance Initiative, while the cooperative narrative emphasizes its compatibility. Together, they empower the international dissemination of Chinese wisdom. One is to be adept at competitive narrative. The narratives of the United States and other Western countries portray China as a “threat” at the international level, an “authoritarian” at the national level, and an “irresponsible actor” on specific issues, attempting to induce other countries to join an anti-China discursive containment camp. These “othering” fictional narratives violate objective facts and have a negative eroding effect on the international dissemination of Chinese concepts. It is necessary to criticize the hypocritical nature of the false narratives of Western hegemonic countries, expose the distortion and slander of Chinese concepts by the United States and other Western countries, and bring to light the operational methods of such stigmatization. At the same time, by comparing objective facts, highlight the significant advantages of the Global Governance Initiative over Western hegemonic theories, creating a positive public opinion environment for international communication. The other is to be adept at cooperative narrative. China has always practiced a narrative of win-win cooperation rather than zero-sum game in global governance. This narrative, which highlights common interests, is more easily accepted and recognized by audiences than narratives emphasizing self-interest. Therefore, it is necessary to clarify that the Global Governance Initiative is not an antagonistic but a complementary relationship with existing effective global governance concepts, gradually expanding the “circle of friends” that supports and participates in the Global Governance Initiative.

其一，竞争叙事与合作叙事相统一。竞争叙事凸显全球治理倡议的不可替代性，合作叙事侧重全球治理倡议的融通性，二者共同赋能中国智慧的国际传播。一是善于竞争叙事。美国等西方国家叙事将中国塑造为国际层面的“威胁者”、国家层面的“威权主义者”以及具体议题层面的“不负责者”，妄图诱导其他国家加入对华话语制衡阵营。这些“他者化”的虚构叙事违背了客观事实，对中国理念国际传播产生了负面消解作用。要批判西方霸权国家虚假叙事的虚伪本质，揭露美国等西方国家对中国理念的歪曲污蔑，曝光此类污名化的运作手法。同时，通过对比客观事实凸显全球治理倡议相较于西方霸权理论的显著优势，营造正面的国际传播舆论氛围。二是善于合作叙事。中国在全球治理中向来践行合作共赢叙事而非零和博弈叙事，这种凸显共同利益诉求的叙事相较于强调自我利益的叙事更容易被受众接受与认同。因此，要阐明全球治理倡议与现行世界有效治理理念不是对立关系而是互补关系，逐渐扩大支持和参与全球治理倡议的“朋友圈”。

Second, the unity of rational narrative and empathetic narrative. The international communication of the Global Governance Initiative must not only build a solid factual foundation but also evoke resonance among audiences at the emotional level, providing discursive support for building a just and reasonable international order through the combined narrative force of “convincing people with reason and moving people with emotion.” One is to be adept at rational narrative. The rational narrative plays an important role in the international communication of the Global Governance Initiative. It can process and reconstruct ideas and concepts through methods such as deductive reasoning, summarization, and induction, diluting the ideological differences behind the narrative. It is necessary to be adept at using authoritative data or research findings to highlight the pain points and anchor points of the governance deficit, demonstrating the precision of the Global Governance Initiative’s problem targeting. At the same time, select cases or projects demonstrating the concrete effectiveness of China’s promotion of global governance, and use methods such as presenting facts and listing data to demonstrate the practical efficacy of the Global Governance Initiative. The other is to be adept at empathetic narrative. The empathetic narrative builds a common space of meaning through the shared emotional cognition of the communicator and the receiver, enhancing the appeal of ideas and concepts in cross-cultural contexts. It is necessary to be adept at using rhetorical narrative mechanisms to tell the story of the Global Governance Initiative to international audiences, using strategies such as metaphor or metonymy to stimulate the international audience’s “sense of familiarity” with abstract things. It is necessary to be adept at using story-based narrative mechanisms to place the practical cases of the Global Governance Initiative in typical situations, using the plot of resolving contradictions and conflicts to enhance narrative tension, appealing to emotional resonance by seeing the big from the small and from the specific to the general, shaping a sense of community among audiences in different cultural contexts.

其二，理性叙事与共情叙事相统一。全球治理倡议的国际传播既要筑牢事实根基，也需要在情感层面引发受众的共鸣，通过“以理服人、以情动人”的叙述合力为构建公正合理的国际秩序提供话语支撑。一是善于理性叙事。理性叙事在全球治理倡议的国际传播中发挥着重要作用，可经由推理演绎、总结归纳等方式实现对思想理念的加工与再造，淡化叙事背后的意识形态分歧。要善于以权威数据或调研成果凸显治理赤字痛点锚点，论证全球治理倡议问题靶向的精准性。同时，选取中国推动全球治理具体成效的案例或项目，以摆事实、列数据等方式论证全球治理倡议的实践效力。二是善于共情叙事。共情叙事经由传受双方的共同情感认知搭建共通意义空间，增强了思想理念在跨文化语境中的感染力。要善用修辞化叙事机制向国际受众讲好全球治理倡议，经由隐喻或转喻等策略激发国际受众对抽象事物的“熟悉感”。要善用故事化叙事机制将全球治理倡议的实践案例置放于典型情境，以矛盾和冲突的化解情节增强叙事张力，以小见大、以点带面地诉诸情感共鸣，形塑不同文化语境下的受众共同体意识。

Third, the unity of diachronic narrative and synchronic narrative. Narrative needs to take into account both temporal sequence and spatial relations, forming a narrative system of vertical inheritance and horizontal coverage. First, be adept at diachronic narrative. Although the Global Governance Initiative formally emerged in the New Era of socialism with Chinese characteristics, the basic principles it contains have gradually taken shape. One must be adept at creatively transforming classical concepts from the history of Chinese civilization into useful references for contemporary global governance; for example, concepts such as “the world is for all,”[14]14 The world is for all (天下为公): A classical Confucian ideal from the *Book of Rites* (*Liji*), envisioning a society where public spirit prevails and resources are shared for the common good. “harmonious co-existence among all nations,”[15]15 Harmonious co-existence among all nations (协和万邦): An ancient Chinese concept from the *Book of Documents* (*Shangshu*), advocating peaceful relations and cooperation among all states. “harmony in diversity,”[16]16 Harmony in diversity (和而不同): A Confucian principle from the *Analects*, meaning harmony achieved through the respectful coexistence of differences, rather than forced uniformity. “the people are the foundation of the state,”[17]17 The people are the foundation of the state (民为邦本): A classical maxim from the *Book of Documents* (*Shangshu*), emphasizing that the people are the root of a state’s stability. and “the unity of knowledge and action”[18]18 The unity of knowledge and action (知行合一): A key concept in the philosophy of Wang Yangming (1472–1529), a Ming-dynasty Neo-Confucian thinker, stressing that genuine knowledge must be realized in practice. have already become the profound historical foundation of the Global Governance Initiative. One must be adept at telling the story of the ideas and wisdom formed by China at different stages since the founding of the People’s Republic in promoting the stable development of the world order, such as Mao Zedong’s emphasis that “international affairs should be resolved through consultation among all parties,” Zhou Enlai’s point that “improving living standards is the most basic demand of humanity,” and Deng Xiaoping’s reaffirmation that “the Five Principles of Peaceful Coexistence should be used as the norms guiding international relations.”[19]19 The Five Principles of Peaceful Coexistence: A set of foreign policy principles jointly advocated by China, India, and Myanmar in 1954, including mutual respect for sovereignty and territorial integrity, mutual non-aggression, mutual non-interference in internal affairs, equality and mutual benefit, and peaceful coexistence. Casting these ideas into the historical narrative text of the Global Governance Initiative shows that China has, since ancient times, possessed the value pursuit of benefiting the whole world, highlighting the grand historical perspective foundation of the Global Governance Initiative. Second, be adept at synchronic narrative. As the external representation of ideas and concepts, narrative requires vivid practice as the foundation of abstract theory. It is necessary to center on the multidimensional international practice of China’s global governance wisdom and strive to enhance the appeal of the Global Governance Initiative. For example, in terms of natural spatial distribution, using landforms such as mountains, waters, forests, farmlands, lakes, grasslands, and deserts as narrative spaces, focus on narrating China’s successful experience in responding to the global ecological and environmental crisis; in terms of social spatial distribution, narrate the important significance of the Global Governance Initiative in breaking through the governance bottlenecks of countries around the world.

其三，历时叙事与共时叙事相统一。叙事需要兼顾时间顺序与空间关系，形成纵向传承与横向覆盖的叙事体系。一是善于历时叙事。全球治理倡议虽然正式出场于中国特色社会主义新时代，但其蕴含的基本道理逐步形成。要善于将中华文明发展史中的经典理念创造性转化为当下全球治理的有益借鉴，如天下为公、协和万邦、和而不同、民为邦本、知行合一等理念已经成为全球治理倡议的深厚历史底蕴；要善于讲好新中国成立以来中国在不同阶段为推动世界秩序稳定发展形成的理念智慧，如毛泽东强调的“国际间的事要由大家商量解决”，周恩来指出的“改善生活是人类最基本的要求”，邓小平重申的“应当用和平共处五项原则作为指导国际关系的准则”。将这些理念熔铸于全球治理倡议的历史叙事文本中，表明中国自古以来就具有兼济天下的价值诉求，凸显全球治理倡议的大历史观底蕴。二是善于共时叙事。作为思想观念的外在表征，叙事需要鲜活实践作为抽象理论的基底。要以中国全球治理智慧的多维国际实践为中心，着力增强全球治理倡议的感染力。例如，在自然空间分布上，以山水林田湖草沙等地貌形态作为叙事空间，着重叙述中国应对全球生态环境危机的成功经验；在社会空间分布上，叙述全球治理倡议对突破世界各国治理瓶颈的重要意义。

IV. Conclusion

四、结语

The report of the 20th National Congress of the CPC requires “accelerating the construction of Chinese discourse and Chinese narrative systems, telling China’s stories well, and spreading China’s voice well.” Enhancing the international communication effectiveness of the Global Governance Initiative is not only a necessary part of demonstrating a credible, lovable, and respectable image of China in a world order fraught with turmoil and change, but also a key lever for transcending the narrative myths of Western governance and advancing global good governance. The world order and the international communication landscape are in a constant process of change, and the international communication practice of the Global Governance Initiative should also follow the trend and seize the momentum. This requires China to fully, accurately, and comprehensively articulate the narrative framework, proficiently master various narrative techniques and strategies, and promote the recognition and practice of the Global Governance Initiative in the world. It must be emphasized that regarding the Global Governance Initiative as a narrative text does not negate its ideological and institutional practice forms, but rather highlights the Global Governance Initiative as a discursive practice; international communication is an important link in the transformation of concepts into material practice. Only by consolidating the combined force of ideological practice, discursive practice, and institutional practice can the information exchange and meaning sharing of China’s global governance wisdom in the international arena be fully realized.

党的二十大报告要求“加快构建中国话语和中国叙事体系，讲好中国故事、传播好中国声音”。提升全球治理倡议的国际传播效能不仅是在变乱交织的世界秩序中彰显可信可爱可敬中国形象的应有之义，也是超越西方治理叙事迷思、推进全球善治的关键抓手。世界秩序与国际传播格局处于不断更迭的进程中，全球治理倡议的国际传播实践也应顺势而为、乘势而上。这就需要中国完整、准确、全面阐明叙事框架，熟练掌握各种叙事技术与策略，推动全球治理倡议在世界的认同与践行。需要强调的是，将全球治理倡议视为一种叙事文本，并非否定其思想观念形态与制度实践形态，而是突出作为话语实践的全球治理倡议，国际传播是观念落地转化为物质实践的重要环节。只有凝聚思想实践、话语实践与制度实践的合力，才能充分实现中国全球治理智慧在国际场域的信息交流与意义共享。