批评话语视角下企业形象建构研究--以华为公司报道为例

On the Construction of Enterprise Image from the Perspective of Critical Discourse:Taking Reports on Huawei as an Example

企业形象是企业在公众心中形成的总体印象,也是公众了解企业来源国的重要窗口。运用语料库辅助批评话语分析法,从标题用词、关键词和搭配词对比分析方面,考察中外媒体对华为公司报道的语言特征及其形象建构。研究发现,中外媒体报道中设置了企业属性和国家属性的双重议题框架,呈现出差异化的话语形式和策略,建构了积极与消极、主体与他者的华为企业形象。结合企业形象的建构动因,有针对性地提出我国外宣媒体提升中国企业形象的应对策略,以期有助于中国企业的国际传播力建设。

The image of enterprise is not only an overall impression of an enterprise among the public,but also an important window for the public to understand the source country of an enterprise.By adopting the corpus-assisted critical discourse analysis,the paper investigates the linguistic features and the image construction of Huawei enterprise in Chinese and foreign media reports in terms of the titles,high-frequency words and collocations.The research shows that the media reports were set up with the dual issues of enterprise attribute and national attribute with varied discourse manifestations and strategies,which construct the image of Huawei enterprise as both negative and positive,the other and the subject.With the cause analysis of the image of enterprise,the strategies by Chinese international communication media for optimizing the construction of Chinese enterprises′image are put forward,which aims to help build the international communication power of Chinese enterprises.