求同还是存异:制度逻辑视角的社会创业者修辞策略选择

Agree or Disagree:Rhetorical Strategy Selection of Social Entrepreneurs from the Perspective of Institutional Logic

社会创业者修辞策略的运用关系到合法性和资源获取,是社会创业的研究前沿。本文认为修辞策略的灵活使用最终取决于社会创业者的混合逻辑和利益相关者的制度逻辑的适配。社会创业者应该通过对修辞资源和表达意图框架进行有技巧的选择和组合来构建自己的修辞策略空间。面对由政府逻辑主导的政府人员,社会创业者适宜采取愿景化修辞,侧重讲述社会企业所能够带来的社会福利愿景;面对由专家逻辑主导的公益创投,适宜采取隐喻性的修辞策略,侧重社会企业运行所具有的商业可持续性;面对由职业逻辑主导的员工,适宜采取基于价值的修辞策略,侧重可持续解决社会问题的可行性;面对由社区逻辑主导的志愿者,适宜采取基于情感的修辞策略,侧重共同解决社会问题的必要性。本文拓展了制度逻辑理论在社会创业领域的应用范畴,丰富了制度逻辑、表达意图框架和修辞的密切关系,对于社会创业者如何讲好故事也具有现实启迪。

The use of social entrepreneur rhetoric strategy is related to legitimacy and resource acquisition,which is the frontier of social entrepreneurship research.It argue that the flexible use of rhetoric strategy ultimately depends on the match of social entrepreneurs'hybrid logic and the institutional logic dominated by stakeholders.Social entrepreneurs should skillfully select and combine the rhetorical resources and the expression intention framework to construct their own rhetoric strategy space.In the face of government institutions dominated by government logic,social entrepreneurs appropriate to adopt visionary rhetoric and focus on the vision of social welfare that social enterprises can improve;In the face of the public venture philanthropy dominated by the expert logic,it is appropriate to adopt the metaphorical rhetoric strategy and focus on the economic sustainability of the operation of social enterprises;In the face of employees who are dominated by career logic,it is appropriate to adopt value-based rhetoric strategy and focus on the feasibility of sustainable solutions to social problems.In the face of the volunteers dominated by the community logic,it is appropriate to adopt emotion-valued rhetoric strategy and focus on the necessity of solving social problems together.It expands the application scope of institutional logic theory in the field of social entrepreneurship,enriches the close relationship between institutional logic,intention expression framework and rhetoric,and provides practical enlightenment for social entrepreneurs on how to tell a good story.