评价理论视角下美企在华社会责任报告话语的对比分析

A Comparative Study of Chinese Social Responsibility Report of Two American Enterprises under the Perspective of Appraisal Theory

在对企业环境保护和社会责任的公众呼声中,社会责任报告的话语研究成为社会学话语分析的一个新的兴趣点。文章运用评价理论,对Emerson和GE在华社会报告中的态度资源和介入资源进行对比分析,以探索两家企业与潜在受众的不同对话策略和形象构建,发现Emerson倾向于向中国社区和客户塑造一个技术卓越、敏感和关爱的企业形象,而GE倾向于向中国政府和合作商塑造一个追求技术卓越、致力于持续性发展和进步、具有全球视角的跨国公司形象,个性化的话语策略反映了对不同受众的侧重。

As the public voice arises calling for corporate environmental protection and social responsibility,the study of social responsibility report has become a new point of interest in the analysis of social discourse.The main objective is to explore how,through Appraisal resources,Emerson and GE construct their corporate image and relationship with their shareholders.The analysis reveals two different approaches to the image construction.Emerson tends to portray a sensitive and caring corporate image with technical excellence to the China community and customers,while GE tends to portray a responsible transnational corporation with a global perspective committed to technical excellence,sustainable development,and constant progress to the government and China partners.Their personalized discourse strategy reflects their emphasis on different shareholders.