中国本土跨国企业社会责任话语传播能力建设的问题与思考——基于CSR报告的考察  

The CSR Communication Competence of Chinese Multinational Enterprises:A Survey of CSR Reports

作　　者：王传英[1] 姚梦妮 Wang Chuanying;Yao Mengni

机构地区：[1]南开大学外国语学院

出　　处：《外语与翻译》2022年第4期10-16,98,共8页Foreign Languages and Translation

基　　金：2019年国家语委“十三五”科研规划(“一带一路”专项)重点项目“我国本土跨国公司语言战略研究”的阶段性成果,项目号:ZDI135-109。

摘　　要：社会责任是跨国企业在投资地履行各类社会义务的总和。企业社会责任(CSR)报告作为社会责任话语的重要载体,对跨国企业传递履责信息,打造积极企业形象具有重要意义。本文以“全球财富500强”名录的中国本土跨国企业的CSR报告为研究对象,归纳其发展现状与传播问题,探讨社会责任话语传播能力建设途径。研究发现,中国本土跨国企业社会责任话语在传播语种、内容设定、可读性、多模态传播运用等方面存在提升空间。为此,本文提出包括语言服务团队运营能力、语言/文化运用能力、技术应用能力、语言资产建设能力、管理/发展能力、文化嵌入能力在内的企业社会责任话语传播能力模型,并从语言—文化、企业语言战略和公共政策引领三个维度完善该能力建设方案。Corporate Social Responsibility(CSR) is the collection of various duties performed by multinational enterprises(MNEs)in their investment destinations. CSR report, as a key carrier of CSR discourse, is of great significance for MNEs to communicate information related to their CSR undertakings and create a positive corporate image. On the basis of reviewing the development and challenges of CSR reports of Chinese MNEs listed in Fortune Global 500, the paper figures out such problems as inadequate language variety, the difference in content between Chinese MNEs and their international counterparts, low read ability, and rare use of multimodality. It puts forward a CSR discourse communication competence model that incorporates six sub-competences, i.e., the operation of language team, language and cultural capacity,technological capacity, linguistic assets capacity, capacity for competence management and development, and capacity for cultural embeddedness, which can be built with the help of linguistic-cultural considerations, corporate language strategy and public policy.

关 键 词：中国本土跨国企业 企业社会责任话语 传播能力 CSR报告 

分 类 号：H0[语言文字—语言学]