企业漂绿行为的类型与识别——一项针对受众的扎根理论研究  

The Types and Identification of Enterprises’Greenwashing Behavior——A Grounded Theory Research for Audiences

作　　者：黄玉波[1,2] 雷月秋 HUANG Yubo;LEI Yueqiu(School of Media and Communication,Shenzhen University;Center for Media and Social Changes,Shenzhen University)

机构地区：[1]深圳大学传播学院 [2]深圳大学传媒与文化发展研究中心研究院

出　　处：《国际新闻界》2021年第2期98-117,共20页Chinese Journal of Journalism & Communication

基　　金：国家社科基金项目《智能时代广告导向监管与主流价值观建设研究》(编号:20BXW122)的阶段性成果。

摘　　要：在企业漂绿行为日益侵犯公众权益的背景下,研究选择从受众的角度验证其是否能理解与认同现有的漂绿行为类型,在此基础上探讨其如何识别企业漂绿手段,扩展反漂绿研究视野。研究选取有远见的绿色主义者、潜在的绿色主义者、冷漠的绿色主义者进行访谈,借助扎根理论逐层深入分析并从话语表达、视觉符号、数据表现、企业形象四个维度建构受众识别企业漂绿行为的理论模型。研究认为受众依据话语表达与视觉符号等修辞技巧识别企业漂绿是一种值得借鉴的方式,重视数据表现是一种可取的证据思维,但应警惕以媒介化产物的企业形象作为感知和识别的依据,并提出相应的漂绿治理建议。Under the background that the greenwashing behavior of enterprises increasingly infringes on the public’s rights and interests,the research chooses to verify whether the audiences can understand and agree with the existing types of greenwashing behavior from the perspective of audiences,and then discusses how to identify the greenwashing means of enterprises,expanding the research field of anti-greenwashing.In combination with the problems,this paper selects visionary greens,maybe greens and hard-cord browns to conduct interviews,and constructs a theoretical model of greenwashing recognition with the help of grounded theory.Each dimension of the model is verified by theoretical saturation test and credibility theory.The study holds that it is a good way for the audience to identify the greenwashing behavior of enterprises by rhetorical skills such as discourse expression and visual symbols,and it is a desirable evidence thinking to attach importance to data performance.However,we should be vigilant to take the corporate image of media products as the basis of perception and identification.Based on this,the corresponding suggestions are put forward.

关 键 词：漂绿行为 漂绿类型 受众识别 扎根理论 

分 类 号：G206-F[文化科学—传播学]