Communication of the Concept of Green Ecology and the Reshaping of the City's Public Image - Taking the Example of "Green Water and Green Mountains are Silver and Gold Mountains"

Abstract

Background: The communication of green ecological philosophies and the reshaping of a city's public image have gained prominence in the context of sustainable urban development. Media platforms are critical in transmitting these ecological narratives, while city image strategies align urban branding with sustainability goals. However, challenges remain in effectively leveraging these strategies to influence public perception and drive ecological initiatives. Objective: This paper examines integrating the "Two Mountains" philosophy into media communication and city branding strategies, highlighting its impact on enhancing public awareness, trust, and economic outcomes. The study focuses on how cities utilize traditional and digital media to disseminate ecological values while reshaping their public image. Methods: The research employs a multidisciplinary approach, combining case studies, media analysis, and urban branding evaluations. Key metrics such as public engagement, policy integration, eco-tourism revenue growth, and carbon emissions reduction were analyzed across cities like Hangzhou, Shenzhen, and Copenhagen. Data were collected through surveys, social media metrics, and official urban development reports. Results: Findings indicate that cities adopting the "Two Mountains" philosophy saw significant increases in public engagement (e.g., Hangzhou: 30%) and eco-tourism revenue (e.g., 20% annual growth). Media platforms, particularly digital ones, demonstrated superior reach and engagement in communicating green philosophies. Shenzhen achieved a notable 18% reduction in carbon emissions through integrated policies. Conclusion: The "Two Mountains" philosophy effectively aligns ecological preservation with urban branding, fostering sustainable development. Expanding digital communication strategies further amplifies its global applicability and influence in city branding and ecological awareness campaigns.