公共卫生危机中企业社会责任的多模态话语建构  

Multimodal discursive construction of corporate social responsibility during public health crisis

作　　者：邓谊 冯德正[2] Deng Yi;Feng Dezheng

机构地区：[1]广东外语外贸大学英语教育学院,广东广州510006 [2]香港理工大学英文系,香港999077

出　　处：《外语教学》2021年第5期13-18,共6页Foreign Language Education

基　　金：香港理工大学人文学院基金项目“全球公共卫生危机中的话语、传播、与意识形态”(项目编号:1-ZVT3);广东外语外贸大学校级青年项目“高校新媒体机构话语身份多模态构建”(项目编号:19QN04)的阶段性研究成果。

摘　　要：公共卫生危机期间企业利用社交媒体传递社会责任感是提升企业形象的重要公关策略。本研究结合体裁分析和多模态话语分析构建了多维度框架,对新冠疫情期间企业微信推文的话语类型、语步、交际目的和多模态符号资源进行质性和量化分析。研究结果表明企业推文由推销话语、信息话语、教育话语和情感话语四种话语类型构成体裁互文,构建了保障卫生安全、普及公共防疫知识和传递积极态度等社会责任,并塑造了关心公众和回馈社会的企业形象。本研究为社交媒体话语的多模态分析提供了系统的框架,并可为我国企业在社会主义建设新时代提高沟通水平、履行社会责任提供启示。Representing corporate social responsibility(CSR)on social media during public health crises to construct a positive corporate image is an important strategy in public relations communication.The study integrates genre analysis and multimodal discourse analysis to construct a multi-dimensional analytical framework,and carries out qualitative and quantitative analysis on the discourse types,moves,communicative purposes and multimodal semiotic resources of the WeChat posts of catering companies during the COVID-19 epidemic.The analysis shows that the genre is highly interdiscursive,consisting of four discourse types:promotional,informational,educational and emotional.Social responsibilities such as ensuring public health safety,popularizing epidemic prevention knowledge and conveying positive attitudes are represented,which contribute to constructing a positive corporate image of caring for the public and giving back to the society.This study provides a feasible analytical framework for the multimodal interdiscursive analysis of social media discourse,and offers empirical implication for Chinese enterprises to improve public relations communication and assume social responsibilities in the new era of socialist development.

关 键 词：企业社会责任 公共卫生危机 社交媒体话语 体裁互文 多模态 

分 类 号：H030[语言文字—语言学]