茶颜悦色危机话语修辞分析和传播研究

Rhetorical Analysis and Communication Research on Crisis Discourse of “Cha Yan Yue Se”

本研究旨在深入分析茶颜悦色微信公众号于2020~2023年发布的十篇危机话语,重点研究修辞策略在企业危机传播中的应用。本文基于“同一理论”,分析茶颜悦色危机话语中三种同一策略的使用。结果显示,“无意识同一”使用频次最高。此外,本文还探讨了在危机话语传播过程中,茶颜悦色构建了形象维护者、及时整改者和主动致歉者的企业身份,帮助其有效化解危机。

This study aims to conduct an in-depth analysis of ten crisis discourses released by the “Cha Yan Yue Se” WeChat public account from 2020 to 2023, focusing on the application of rhetorical strategies in corporate crisis communication. Based on the “Identification Theory”, this paper analyzes the use of three identification strategies in the crisis discourse of “Cha Yan Yue Se”. The results indicate that “unconscious identification” has the highest frequency of use. Additionally, this paper explores how, in the process of crisis discourse communication, “Cha Yan Yue Se” constructs the corporate identity of an image maintainer, a timely rectifier, and a proactive apologist, helping effectively resolve cri-ses.