企业新媒体危机公关声明中的信任修复话语策略研究

Research on the Trust Repair Discourse Strategy in Corporate CrisisPublic Relations Statement on New Media

在新媒体上发布危机公关声明是企业应对危机时修复信任的常用措施。本研究借鉴系统功能语言学的元功能理论和信任修复话语分析的最新研究成果,建构系统功能视角下企业信任修复话语分析框架,借助LancsBox语料分析工具,分析企业危机公关声明中信任修复话语的语篇、概念、人际三大元功能,探究其话语策略。研究发现,企业危机公关声明在实现三大元功能时,分别有侧重地采用了通过无标记主位来中和负面、通过物质过程和言语过程小句来强调正面,以及通过肯定陈述语气和中值情态词来调节关系的话语策略,从品质、能力和善意维度进行信任修复。研究结果有助于开拓信任修复话语分析研究,并在实践上为企业在新媒体上进行危机公关提供借鉴。

Issuing crisis public relations statements on new media is a common measure for enterprises to restore trust when dealing with crisis.Drawing insights from the meta-function theory of systemic functional linguistics and the latest research achievement of trust repair discourse analysis,this study constructs a discourse analysis framework for corporate trust repair from a systemic-functional perspective,and analyzes the three meta-functions of corporate crisis public relations statement to explore its trust repair discourse strategies with the corpus analysis tool LancsBox.The findings suggest that when the corporate trust repair discourse realizes its three meta-functions,it focuses on the discourse strategies of using unmarked theme to neutralize the negative,using material process and verbal process clause to emphasize the positive,using positive declarative mood and mid-value modal word to adjust the relationship,so as to repair trust from the dimensions of integrity,ability and benevolence.The research results are helpful to explore the discourse analysis of trust repair and provide references for enterprises to conduct crisis public relations in new media in practice.