极致叙事:互联网平台企业社会责任传播的话语策略——以腾讯为例

Extreme Narrative:The Discourse Strategy for Communicating Corporate Social Responsibility of Internet Platform Enterprises—A Case Study of Tencent

伴随着超级互联网平台的基础设施化和互联网治理中的“国家回归”,互联网平台企业为获取业务可持续发展的合法性,在努力追求用户规模增长和产业价值实现的同时,还要积极承担社会责任、创造社会价值。数字平台在积极开展CSR履职实践的过程中,怎样通过有效、创新的叙事话语策略让自身履职行为被利益相关者感知,是诸多互联网平台企业面前的挑战。腾讯作为超级互联网平台企业的代表,其在战略升级过程中,通过建制化的高阶组织结构,追求CSR传播叙事极致的题材场景、情感表达与呈现形态,富有张力地呈现稀缺场景中的真实情感故事,逐步建立起“用户-产业-社会”三位一体的“极致叙事”话语策略。极致叙事正日益成为行业普遍做法,但我们仍要对其效果保持审慎的态度。腾讯采取极致叙事的背后,平台强势监管是外因,争夺注意力是动因,专业化传播组织是内因。腾讯CSR传播的话语策略,对中国乃至全球互联网平台企业的公共叙事和传播都具有启发意义。

With the infrastructural development of super internet platforms and the“return of the state”in internet governance,internet platform companies must actively assume social responsibility and create social value to gain legitimacy for sustainable business development.This is in addition to their efforts to pursue user growth and industry value realization.One of the challenges faced by many internet platform companies is how to use effective and innovative narrative strategies to ensure their CSR efforts are perceived by stakeholders.As a representative of super internet platform companies,Tencent,during its strategic upgrade,has pursued a narrative strategy characterized by“Extreme Narrative”through institutionalized high-level organizational structures.This involves selecting compelling subject matter,emotional expression,and presentation forms,vividly portraying real emotional stories in rare scenarios,and gradually establishing a“user-industry-society”triadic narrative strategy.While“Extreme Narrative”is becoming a common practice in the industry,its effectiveness should be approached with caution.The factors behind Tencent's adoption of“Extreme Narrative”include strong platform regulation,the competition for attention,and professional communication organizations.Tencent's discourse strategy in CSR communication holds inspirational significance for public narratives and communications of internet platform companies both in China and globally.