文化话语视域下的企业危机公关——以恒天然2013年“肉毒杆菌”事件的网络危机公关为例

A Cultural Discourse Studies Approach to Corporate Crisis Communication:A Case Study on Fonterra’s Online Crisis Communication in 2013 Recall Crisis

本文从跨学科的视角出发,将"话语"引入企业危机公关研究领域,认为危机公关不仅是企业的管理实践和媒体的传播与报道实践等,更是以企业为主要信息来源的话语实践。研究以文化话语研究理论(Shi-xu, 2014;施旭,2017)为指导,对恒天然集团通过网络途径应对2013年"肉毒杆菌"危机的话语策略进行系统、辩证的研究。研究认为恒天然集团虽采取了明确的公关话语布局,但在话语实践中与中国媒体及大众的互动较弱,导致其危机公关效果不佳。

This paper takes an interdisciplinary perspective,introducing ‘discourse’ to the research field of corporate crisis communication.It proposes that corporate crisis communication not only involves corporate management and media report,but also corporate-centered information distribution.This paper takes the 2013 Fonterra Recall Crisis as an example,to explore corporate crisis communication strategies via online media.Under the guidance of Cultural Discourse Studies(Shi-xu,2014,施旭,2017),the study gives a multi-dimensional and dialectic analysis of Fonterra’s discursive behavior.It is found that though Fonterra acted in a professional manner,its asymmetrical communication with the Chinese media and public led to the short term failure in the Chinese market.