认知语法情境植入视角下企业信任话语建构策略分析  

Analysis of Corporate Trust-building Strategies Based on the Grounding Perspective in Cognitive Grammar

作　　者：颜冰 张辉[2] Yan Bing;Zhang Hui(Jiangsu Second Normal University,Nanjing 210013,China;Nanjing Normal University,Nanjing 210023,China)

机构地区：[1]江苏第二师范学院,210013 [2]南京师范大学,210023

出　　处：《北京第二外国语学院学报》2023年第1期67-79,共13页Journal of Beijing International Studies University

基　　金：2020年国家社会科学基金项目“汉语二语语法加工的神经认知与个体差异研究”(项目编号:20AYY010);2021年江苏省教育厅高校哲学社会科学基金一般项目“认知语法视角下商务话语理论与实证研究”(项目编号:2021SJA0601)的阶段性成果。

摘　　要：本研究首先选取10家《财富》上榜企业2020年年度报告和社会责任报告,分别截取CEO信函部分建立两个小型语料库。其次,我们结合Mayer et al.(1995)的企业信任框架和Langacker(1987/1991/2008/2017)的情境植入理论,根据文本语境和时体特征标注两个语料库中在接近性现实空间、非接近性现实空间、接近性非现实空间、非接近性非现实空间、言据现实空间等情境下企业的能力、仁爱和正直要素的建构策略,并进行统计与对比。总体而言,企业以年度报告和社会责任报告作为与利益相关者交流的载体,根据受众特征,通过建构与能力、仁爱、正直相关的具有不同现实性特征的空间调整信任建构策略,获得受众对企业的信任,从而获得其资金投入或社会支持以保障经营成功。本研究对中国企业撰写英文信函具有一定指导意义。This study mainly selected the 2020 annual corporate reports and social responsibility reports of 10 corporations listed in the Fortune rankings to create two small-sized corpora. Drawing on insights from Mayer et al.(1995) corporate trustworthiness framework and Langacker’s(1987/1991/2008/2017) grounding perspective, we noted the construction strategies of competence, benevolence, and integrity within the immediate reality space, the non-immediate reality space, the immediate irreality space, the non-immediate irreality space, and the evidential reality space according to the contexts and tense modality of the discourses to provide a contrastive study based on statistical frequency. We found that corporates tended to release annual and social responsibility reports as vehicles for communication with their stakeholders, and that the trust-building strategies of competence, benevolence, and integrity assigned with different epistemic reality statuses would be adjusted according to the characteristics of the target audience to enhance a corporate’s trustworthiness and to attract fi nancial investments or social support to ensure its operating success.

关 键 词：认知语法 情境植入 企业信任 话语建构策略 现实空间 非现实空间 

分 类 号：H030[语言文字—语言学]