中外企业社会责任报告互文策略研究

A Study on Intertextual and Interdiscursive Strategies in Chinese and Foreign CSR Reports

定期发布社会责任报告已成为国际商务惯例和企业战略重点,然而,我国企业社会责任报告文本质量颇受诟病,语言学界亦缺乏基于互文的企业社会责任报告策略构建研究。本文通过系统分析中、意电力行业《财富》世界500强企业优秀社会责任报告的互文策略,为中国企业提供借鉴。研究发现:双方报告均采用文本互文、篇际互文及语图互文再现企业可持续发展理论及实践,不仅增强了报告的可读性、提高各利益相关方对报告的接受度,而且有助于企业佐证履责绩效、协助构建动态语用身份、推广企业形象。因此,妥善运用互文策略能有效提升企业社会责任报告文本质量,赢得国际商务体系话语权。

The periodical release of Corporate Social Responsibility Report (hereafter CSR report) has become an international business convention and corporate strategic focus.However,the quality of Chinese CSR report is severely criticized and the study on intertextual and interdiscursive strategies used to facilitate the construction of the report has been scarce in the field of linguistic domain.This study conducts a comprehensive analysis of intertextual and interdiscursive strategies in Chinese and Italian power industry CSR reports released by Fortune Global 500 corporations with the aim to provide strategic insights for Chinese enterprises.It is found that both Chinese and Foreign CSR Reports employ intertextuality,interdiscursivity as well as textual-visual intertextuality to deliver corporate sustainable growth to stakeholders,ranging from theory to practice.The intertextual and interdiscursive strategies not only enhance the readability and the acceptability of the CSR reports,but also demonstrate corporate social responsibility performance and facilitate the construction of the dynamic pragmatic identity and promoting corporate image.Therefore,tactful application of intertextual and interdiscursive strategies can help improve the quality of the CSR report and win more discursive power in the international business world.