Several Important Concepts for Enhancing the International Communication Capacity of Chinese Civilization

In the process of Chinese-path modernization, China, as a super-large economy, has become an important engine and stabilizing force for world development through its sustained growth, playing an increasingly significant role. At the same time, China also faces the challenges of a mismatch between its cultural soft power and economic hard power, and a mismatch between its international reputation and its international contribution. To resolve these two “mismatches,” “how to make the world understand China” has become a strategic issue concerning China’s development.

在中国式现代化进程中，中国以超大经济体的持续发展成为世界发展的重要引擎和稳定力量，发挥着越来越重要的作用。与此同时，中国还面临着文化软实力与经济硬实力不匹配、国际美誉度与国际贡献度不匹配的挑战。解决这两个“不匹配”，“如何让世界理解中国”已经成为关乎中国发展的战略问题。

To solve this problem, promoting the international communication of Chinese civilization is an important strategic path. General Secretary Xi Jinping pointed out, “Without the five-thousand-year Chinese civilization, where would Chinese characteristics come from? Without Chinese characteristics, how could we have such a successful path of socialism with Chinese characteristics today?”[1]1 Quotation from Xi Jinping’s speech at a symposium on cultural heritage, 2023. This statement profoundly elucidates the relationship between Chinese civilization, Chinese characteristics, and the Chinese path. In other words, to clearly explain the development path and goals of Chinese-path modernization, we must seek communication resources, inspiration, and confidence from the depths of Chinese civilization.

破解这一难题，推动中华文明国际传播是重要的战略路径。习近平总书记指出，“如果没有中华五千年文明，哪里有什么中国特色？如果不是中国特色，哪有我们今天这么成功的中国特色社会主义道路？”这一论述深刻阐明了中华文明、中国特色与中国道路的关系。换言之，要讲清楚中国式现代化的发展道路与发展目标，就要从中华文明深处去寻找传播资源、传播灵感、传播信心。

From the perspective of the current difficulties facing international communication, a prominent crux is that many Western countries regard Chinese-path modernization as an imitator and follower of Western modernization, failing to consider the development of contemporary China within the entire course of Chinese civilization. Consequently, they have not correctly evaluated the internal logic and long-term direction of China’s development, which differs from that of the West. Telling China’s story well hinges on finding an effective methodology for advancing the international communication of Chinese civilization.

从当前国际传播面临的困境来看，突出的症结在于许多西方国家把中国式现代化视作西方现代化的模仿者与跟进者，没有将当代中国的发展置于整个中华文明发展历程中来考量，由此也就没有正确评价中国发展具有的不同于西方的内在逻辑与长远方向。讲好中国故事，关键是要找到推进中华文明国际传播的有效方法论。

The Second Integration provides a new perspective and fundamental concepts for the international communication of Chinese civilization, and its methodological significance needs in-depth interpretation and practice. The Second Integration gives the Chinese path profound historical depth and a solid cultural foundation, representing a deep grasp of the laws governing the development of Chinese civilization. More importantly, as another major ideological emancipation and theoretical innovation, the Second Integration embodies the ideological and cultural initiative of contemporary China’s development, consolidates China’s cultural subjectivity with a new cultural life form, opens up vast space for practical innovation in contemporary China’s international communication and national image building, and provides the main direction for promoting the world’s understanding of contemporary China. Analyzing relatively successful communication cases in recent years—such as the migration of elephants in Yunnan, the “Village Super League” (Cunchao) phenomenon in Guizhou, and the live streams of international influencers’ “China Travel”—reveals several basic and important concepts for enhancing the international communication capacity of Chinese civilization.

“第二个结合”为中华文明国际传播提供了崭新视角和基本观念，其方法论意义需要深入阐释与践行。“第二个结合”让中国道路有了深远的历史纵深与坚实的文化根基，是对中华文明发展规律的深刻把握。更重要的是，“第二个结合”作为又一次重大的思想解放与理论创新，体现了当代中国发展的思想和文化主动，以新的文化生命体巩固了中国的文化主体性，为当代中国的国际传播与国家形象建设开启了广阔的实践创新空间，为推动世界理解当代中国提供了主要方向。结合近年来较为成功的传播案例进行分析，如云南大象迁徙、贵州“村超”现象、国际网红“中国游”（China Travel）直播等，可以发现，提升中华文明国际传播力有如下几个基本而重要的观念。

The first is the concept of human sentiment (renqing). The spirit of Chinese culture emphasizes human sentiment; literary and artistic creation that blends emotion with scene and context possesses Eastern aesthetic characteristics. For international communication, to achieve communicative effect, one must move people’s hearts, and content with sincere emotion drawn from daily life is most capable of doing so. For instance, in the “Village Super League” phenomenon in Guizhou, it showcased the Chinese people’s love for football and their spirit of enjoying joyful football beyond the contest of winning or losing. In the live streams of the American influencer “IShowSpeed” (Jiagongge), it displayed the friendliness and humor of the Chinese people, along with the ubiquitous application of digital technology and profound cultural heritage.

一是人情的观念。中华文化精神是讲求人情的，情景交融、情境交融的文学艺术创作具有东方美学特征。对于国际传播来说，要有传播效果，就要打动人心，而具有真挚情感、来自日常生活的内容最能打动人心。比如，在贵州“村超”现象中，展现了中国人对足球运动的喜爱以及超越输赢之争，享受快乐足球的精神风貌；在美国“甲亢哥”的直播中，展现了中国人的友善与幽默，还有无处不在的数字科技应用与深厚文化底蕴。

Chinese civilization values emotion—an emotion of internationalism, collectivism, and the unity of heaven and humanity, the unity of things and self. These emotions should be given vivid expression in international communication. In a mobile, video-based, and personalized international communication environment, moving people with emotion and touching people with feeling, showcasing the delicate emotions and sincere goodwill of the Chinese people, and strengthening the sense of shared feeling that “we are all the same people, just living in different corners of the earth,” not only embodies the inherent charm of Chinese civilization but is also an inherent requirement for improving the reach of international communication.

中华文明是讲感情的，这种感情是国际主义之情、集体主义之情以及天人合一、物我同一之情，对这些情感要在国际传播中给予淋漓尽致的表达。在移动化、视频化、个人化的国际传播环境中，以情动人、以情感人，展现中国人的细腻情感与真诚善意，强化“我们都是相同的人，只是生活在地球的不同角落”的共情感，既体现了中华文明的内在魅力，也是提高国际传播达到率的内在要求。

The second is the concept of the people. In the international communication of Chinese civilization, the audience consists of ordinary people from diverse cultures. To enhance communicative effect, it is essential to maximize the role of ordinary people as the protagonists of content and the subjects of communication, thereby gaining broad resonance and trust. In fact, in the selfless care of elephants by Yunnan villagers, the devoted involvement of Guizhou villagers in football, and the passionate live streams of foreign influencers’ “China Travel,” it is ordinary people who become the protagonists of events and the subjects of communication. This generates immense resonance among international audiences, who see ordinary people with similar daily lives, joys, and sorrows to their own, and see a three-dimensional, authentic, and beautiful China.

二是人民的观念。在中华文明国际传播中，面对的是由广大的、不同文化的普通民众构成的受众群体，要提升传播效果，更要最大限度地将普通人作为内容主角，作为传播主体，如此方可获得广泛的共鸣与信任。事实上，在云南村民对大象的无私照顾中、在贵州村民对足球的倾情投入中、在国外网红“中国游”的激情直播中，都是普通人成为事件的主角，成为传播的主体。这就在国际受众中产生极大的共鸣，他们看到的是与自己具有类似生活起居、喜怒哀乐的普通人，看到的是立体、真实、美好的中国。

“People-centered” is the guiding principle for all work in Chinese-path modernization. For the international communication of Chinese civilization, it is essential to truly follow the mass line, both focusing communication attention on ordinary people and maximizing the creation of platforms and conditions for ordinary people to engage in international communication. It should be noted that in the international communication of Chinese civilization, attention must be paid not only to ordinary Chinese people but also to ordinary people abroad. Among the author’s international students, one can see a large number of people who understand and are friendly toward China, especially international youth who tirelessly spread information about China to the world. Although they often encounter various difficulties, they persist in spreading information about China with sincerity. We must also fully value and support the role of such ordinary foreigners in international communication.

“以人民为中心”是中国式现代化各项工作的指导原则，对中华文明国际传播来说，要真正走群众路线，既要将传播目光聚焦在普通人身上，又要最大限度地为普通人创造国际传播的平台与条件。需要指出的是，在中华文明国际传播中，不仅要关注中国的普通人，还要关注国外的普通人。在笔者的国际学生中，可以看到大量知华、友华人士，特别是国际青年正在孜孜不倦地向世界传播中国。虽然他们常常会遇到各种困难，但依然以真诚的态度坚持传播中国，对这样的国外普通人在国际传播中的作用，我们也要充分重视与支持。

The third is the concept of the humanities (renwen). Chinese civilization has a distinct mainline of humanistic spirit, while Western civilization has a distinct tradition of humanism. Promoting international communication from a humanistic perspective can achieve the greatest common denominator in the values of Chinese and Western cultures. At the same time, based on the fundamental principles of Marxism, developing traditional Chinese humanistic spirit and Western humanism can form a new humanism that follows the spirit of the Global Civilization Initiative.[2]2 The Global Civilization Initiative, proposed by Xi Jinping in 2023, advocates respect for the diversity of civilizations, common values of humanity, the importance of cultural heritage and innovation, and robust international people-to-people and cultural exchanges. Its basic characteristics are scientific, peaceful, and inclusive; its fundamental pursuit is the free and comprehensive development of the individual; and most importantly, from the perspective of nation-states, it entails wanting both oneself and others to do well.

三是人文的观念。中华文明具有鲜明的人文精神主线，西方文明具有鲜明的人文主义传统，以人文的视角推动国际传播可以获得中西文化价值观领域的最大公约数。与此同时，基于马克思主义基本原理，对传统的中华人文精神与西方人文主义进行发展，可以形成遵循全球文明倡议精神的新人文主义，其基本特征是科学的、和平的、包容的，根本追求是人的自由而全面的发展，最重要的是，从民族国家视角来看，既要自己好也要别人好。

To carry out the international communication of Chinese civilization with the concept of the humanities, attention should be paid to the international communication of cultural heritage. By clearly explaining historical China, one can then clearly explain modern China. Researching and disseminating human cultural heritage can promote mutual understanding and solidarity among people, better explaining Chinese civilization and the Chinese path to the world. To carry out the international communication of Chinese civilization with the concept of the humanities in an era of increasingly significant technological driving forces, it is necessary to strengthen the guidance of humanistic spirit over technological innovation and economic development, and actively disseminate the concept of technology for good and humanistic economic practices in the process of Chinese-path modernization. Technological progress should enhance the well-being of the majority, not become a private tool for the few. More innovatively, technology can be used as a carrier to promote the international communication of Chinese civilization and international people-to-people and cultural exchanges.

以人文的观念开展中华文明国际传播，要重视文化遗产的国际传播，通过讲清楚历史中国，进而讲清楚现代中国。研究与传播人类文化遗产，可以推动人类相知与团结，更好地向世界讲清楚中华文明与中国道路。以人文的观念开展中华文明国际传播，在技术驱动力愈发显著的时代里，要强化人文精神对技术创新与经济发展的引导，积极传播中国式现代化进程中的科技向善观念与人文经济实践。技术进步要增进多数人的福祉，而不能成为少数人的私器。更具创新意义的是，可以把科技作为载体，推动中华文明国际传播与国际人文交流。

The fourth is the concept of humanity (renlei). Marxism pursues the liberation of all humanity, while Chinese civilization pursues Great Harmony under Heaven (tianxia datong). Both embody broad and lofty value pursuits, reflecting a value alignment with the Second Integration. The proposal of the concept of a community with a shared future for mankind and the common values of all humanity highlights contemporary China’s ultimate concern for the future destiny of humanity. China’s development has always transcended the interests of a single country and pursues Great Harmony under Heaven. To carry out the international communication of Chinese civilization with the concept of humanity, it is necessary to emphasize providing public goods of thought to the world, clearly explaining China’s fundamental thinking on global development, global security, global civilization, and global governance, clearly explaining China’s concern and long-term considerations for human development, and gradually forming a global consensus.

四是人类的观念。马克思主义追求全人类的解放，中华文明追求天下大同，都具有开阔高远的价值追求，体现了与“第二个结合”的价值契合。人类命运共同体理念与全人类共同价值的提出，彰显了当代中国对人类未来命运的终极关注，中国的发展始终是超越一国利益的，是追求天下大同的。以人类的观念开展中华文明国际传播，就要重视为世界提供思想公共产品，将中国对全球发展、全球安全、全球文明、全球治理的基本思考讲清楚，将中国对人类发展的关切与长远考量讲清楚，逐步形成全球共识。

Based on a human-centered concept, two issues must be clarified in the international communication of Chinese civilization. One is: what is the goal of communication? In other words, promoting the international communication of Chinese civilization requires both disseminating Chinese civilization and fostering exchanges among diverse civilizations; neither can be omitted. In fact, communicating China is for both China and the world, because Chinese civilization and the Chinese path help address the global problems and challenges commonly faced by contemporary humanity. The other is: where are the boundaries of communication? In other words, promoting the international communication of Chinese civilization does not mean the stronger the better, but rather moderation. Only by adhering to the Global Civilization Initiative, integrating into the civilizations of different countries and nations, and strengthening the concept and practice of civilizational diversity can international communication achieve good results. Humanity does not need and cannot have a single civilization; each civilization grows and continues in its own history. For the construction of contemporary human civilization, what is needed is mutual listening, active dialogue, understanding each other, and jointly building a garden of human civilizations.

基于人类的观念，在中华文明的国际传播中，要明确两个问题。一个是传播的目标是什么？换言之，推动中华文明国际传播，既要传播中华文明，又要促进多元文明交流，两者缺一不可。事实上，传播中国，既是为了中国，也是为了世界，因为中华文明、中国道路有助于解决当代人类共同面临的全球性问题与挑战。另一个是传播的边界在哪里？换言之，推动中华文明国际传播不是越强越好，而是要适度，只有坚持全球文明倡议，融入不同国家、民族的文明，强化文明多样性的理念与实践，才是具有良好效果的国际传播。人类不需要也不可能有单一文明，每一种文明都在各自的历史中生长与延续，对当代人类文明建设来说，需要的是彼此倾听、积极对话，去了解对方，共同建设人类文明百花园。

For China in the New Era, it must become not only a globally influential economic entity but also a globally influential civilizational entity. Chinese civilization is the only civilizational form among human civilizations that has continued for thousands of years without interruption, and Chinese-path modernization is the most prominent major practice in contemporary world development. Both Chinese civilization and Chinese-path modernization provide rich material and broad perspectives for contemporary China's international communication. Small stories of China are big stories of humanity; the vitality of Chinese civilization is the vitality of human civilization. Promoting the international communication of Chinese civilization takes China as its foothold and the world as its focus. By deeply grasping the methodology of the Second Integration, one can strengthen the concept of engaging with the world through culture with firmer confidence, broader vision, and more innovative practice, continuously enhancing the country's cultural soft power and the communication capacity and influence of Chinese civilization.

对新时代的中国来说，既要成为有世界影响力的经济体，还要成为有世界影响力的文明体。中华文明是人类文明中唯一绵延数千年而生生不息的文明形态，中国式现代化是当代世界发展中最具显示度的重大实践。不论是中华文明还是中国式现代化，都为当代中国的国际传播提供了丰富的素材与开阔的视野。中国小故事，就是人类大故事；中华文明的生命力，就是人类文明的生命力。推动中华文明国际传播，立足点在中国，着眼点在世界。深刻把握“第二个结合”的方法论，就能以更坚定的自信、更开阔的视野、更创新的实践，强化用文化同世界对话的理念，不断提升国家文化软实力与中华文明传播力影响力。

(The author is a professor and director of the Academic Committee at the School of Journalism and Communication, Tsinghua University)

（作者系清华大学新闻与传播学院教授、学术委员会主任）

Online editor: Huihui

网络编辑：慧慧