南昌大学学报（人文社会科学版）

大变局下全球治理赤字加剧，全球发展倡议、全球安全倡议、全球文明倡议、全球治理倡议四大全球倡议为完善全球治理提供系统性中国方案。全球治理倡议作为四大全球倡议的逻辑闭环与系统升华，在功能定位上实现了从具体问题回应到系统引领的跃升，在价值取向上完成了从国家本位向人民本位的深刻延展，在议题特性上直面全球治理规则制定权失衡引发的结构性利益分歧。做好全球治理倡议的国际传播，必须把握其与三大全球倡议在功能与价值上的内在联系和区别。立足比较—演进视角，系统梳理三大全球倡议在话语叙事、传播主体、分众传播三个方面的经验，可以在此基础上形成全球治理倡议的差异化传播路径：以制度性叙事确立规则共建者的话语权威，以多元协同重构传播主体格局，以基于差异化治理赤字与规则共建诉求的精细化分众策略实现精准触达，从而为推动全球治理倡议广泛落地与提升中国全球治理规则塑造能力提供传播理论支撑。

Against the backdrop of profound global changes, the deficit in global governance has intensified. The Global Development Initiative, the Global Security Initiative, the Global Civilization Initiative, and the Global Governance Initiative offer a systematic Chinese approach for improving global governance. As the logical culmination and institutional elevation of these four initiatives, the Global Governance Initiative represents a leap from addressing specific issues to providing systemic leadership. It also marks a profound shift in values—from state-centricity to people-centeredness—and directly confronts structural interest disparities arising from imbalances in the authority to shape global governance rules. To effectively promote the international communication of the Global Governance Initiative, it is essential to grasp its intrinsic connections and distinctions with the three initiatives in terms of function and value. From a comparative-evolutionary perspective, systematically reviewing the experiences of the three prior global initiatives in discourse narrative, communication actors, and targeted outreach enables the formulation of a differentiated communication strategy for the Global Governance Initiative: establishing discursive authority as a co-creator of rules through institutional narratives, reshaping the landscape of communication actors via pluralistic collaboration, and achieving precise engagement through refined audience segmentation based on varying governance deficits and rule-making demands. This approach provides theoretical support for advancing the widespread implementation of the Global Governance Initiative and enhancing China's capacity to shape global governance norms.