评价理论视域下中美企业官网中的企业家形象建构比较  

A Comparative Study of Entrepreneurs’ Image Construction on the Official Websites of Chinese and American Enterprises from the Perspective of Evaluation Theory

作　　者：谢玉容 XIE Yurong(School of Foreign Languages,Fujian Business University,Fuzhou,Fujian 350012,China)

机构地区：[1]福建商学院外国语学院,福建福州350012

出　　处：《福建技术师范学院学报》2022年第6期665-675,共11页JOURNAL OF FUJIAN POLYTECHNIC NORMAL UNIVERSITY

基　　金：福建省教育厅中青年课题(JAS19249)。

摘　　要：将定量分析和定性分析结合,借助话语分析理论和评价理论,以中美两国上榜世界财富500强企业官网的CEO介绍为语料,比较分析两者在企业家形象建构上的差异。研究发现,中美两国企业官网上的CEO介绍在内容组成维度和评价标记词的使用上存在明显差异:美国CEO介绍从多个维度塑造入手,借助大量的评价标记词塑造能力出色、有社会责任感和亲和实干的领导者形象;中国的CEO介绍主要从教育和工作经历两个维度入手,用的评价标记词远少于美国同行,塑造较为低调平实的企业领导者形象。究其根源,公司治理制度的发展状况和不同的权力距离观是造成两者差异的主要因素。This paper combines quantitative analysis with qualitative analysis. Based on discourse analysis theory and evaluation theory, the paper applies the profiles of CEOs from China and the United States on the official websites of Fortune 500 companies as the corpus to compare and analyze the differences in the construction of entrepreneur image between China and the United States. The research shows that there are obvious differences in the composition of content and the application of judgement markers between Chinese CEOs’ and American CEOs’ profiles: American CEOs’ profiles are composed of multiple dimensions and employ a large number of judgement markers to shape the images of leaders with excellent ability, social responsibility and affinity while Chinese CEOs’ profiles are mainly made up of two dimensions such as education and work experience and use far less judgement markers than their American counterparts, creating a low-key and plain corporate leader image. The development of corporate governance system and different views of power distance are the main factors that cause the differences.

关 键 词：企业家形象 评价理论 比较分析 权力距离 公司治理 

分 类 号：H0[语言文字—语言学]