企业身份话语建构的认同修辞机制  

The rhetoric of identification mechanism for the discursive construction of corporate identity

作　　者：乌楠 张敬源[2] Wu Nan;Zhang Jingyuan

机构地区：[1]中国科学院大学外语系 [2]北京科技大学外国语学院

出　　处：《外语教学》2022年第1期36-42,共7页Foreign Language Education

基　　金：教育部人文社科青年基金项目“话语分析视域下中国企业外宣身份建构与海外声誉提升路径研究”(项目编号:21YJC740063)的阶段性研究成果。

摘　　要：本研究以2011年来华为公司英文年报为例,分析企业身份话语建构的认同修辞机制。从修辞诗学维度的文本建构展开,分析仿拟、指称、隐喻、预设、指代和用典等认同修辞文本章法和符号化表达方式,继而拓展到修辞技巧维度的话语建构,解码情感趋同策略、概念互动策略和合法化策略等认同修辞话语策略,最后聚焦修辞哲学维度的精神建构,呈现认同修辞对企业群众观、发展观和战略观以及读者情感认同、文化认同和价值认同建构的言后行为。本文尝试建立集认同修辞章法分析、认同修辞策略阐释和认同修辞建构功能解读于一体的企业身份话语建构认同修辞分析框架。Using the Huawei annual reports since 2011 as data, this study explores the rhetoric of identification mechanism for the discursive construction of corporate identity and proposes a framework for analyzing the rhetorical strategies of identification in corporate discourses. Firstly, from the perspective of rhetorical poetics, the research focuses on textual construction method and identifies such rhetorical resources as parody, referential, metaphor, presupposition, reference and allusion. Then from the perspective of rhetorical skills, the paper deals with discursive construction strategy and examines the identification strategies such as emotional entrainment, conceptual interaction and legitimization. Finally, from the perspective of rhetorical philosophy, the study underlines the mental construction of communicative parties and explores the perlocutionary act of rhetorical strategies. The results concludes that parody and referential evoke the emotional identity from the readers and construct the affability of the enterprise;metaphor and presupposition evoke the cultural identity from the readers and construct the entrepreneurship of the enterprise;reference and allusion evoke the value identity from the readers and construct the legitimacy of the enterprise. The paper attempts to establish a rhetorical analysis framework for the discursive construction of corporate identity, which integrates the analyses of rhetorical resources, rhetorical strategies and rhetorical functions.

关 键 词：企业身份 话语建构 认同修辞机制 

分 类 号：H315[语言文字—英语]