中美企业网站图片话语的身份建构比较研究  

A Comparative Study on Identity Construction of Pictures on Chinese and American Corporate Websites

作　　者：程霞 史兴松[2] CHENG Xia;SHI Xingsong(Beijing Jiaotong University;University of International Business and Economics)

机构地区：[1]北京交通大学,北京市海淀区100044 [2]对外经济贸易大学

出　　处：《现代外语》2024年第5期640-652,共13页Modern Foreign Languages

基　　金：北京交通大学人才基金项目“中美企业网站外宣身份的话语建构研究”(2023XKRCW005);对外经济贸易大学中央高校基本科研业务费专项“基于语料库的中外企业身份话语研究”(22YB04)的资助。

摘　　要：本文以中美企业网站图片话语为研究对象,结合视觉语法理论及相关身份理论,对比分析了两国企业的图片主题和互动性特征,以此探讨图片建构的企业自我身份及关系身份。研究发现,就图片主题而言,中企图片重在突出行业地位、企业精神等企业实力,试图建构行业领导者身份;美企图片则侧重突出社区服务、员工关怀等企业社会责任,试图建构社会贡献者身份。就图片互动性特征而言,中企网站中人物类图片较少,但重视借助人物的索取类眼神接触与受众互动,突出建构群内身份;而美企网站中人物类图片较多,但人物与受众眼神接触较少,倾向于建构异于受众的群外身份。此外,美企图片多从近景、平视视角拍摄,突出建构与受众亲密、平等的关系身份;中企图片则多从远景、仰视视角拍摄,倾向建构与受众疏远、权威的关系身份。本研究对中国企业外宣实践及商务英语教学具有参考意义。Based on the visual grammar theory and related identity theories,this study compares the themes and interactive features of Chinese and American corporate web pictures to explore the individual and relational corporate identities constructed by the pictures.Results show that,in terms of picture theme,Chinese companies prefer to communicate ability-related themes such as industry status and corporate spirit to construct their individual identity as industry leaders.On the contrary,American companies favor social responsibility-related themes involving serving communities and caring for employees to construct their individual identity as social contributors.Regarding the interactive features,Chinese corporate web pictures feature very few human actors,who usually have demanding gaze at viewers to construct a within-group relational identity,while their American counterparts prefer to focus on human actors without gaze at viewers,thus constructing an out-of-group relational identity. Besides, American corporate pictures are usually taken at a short distanceand from a horizontal angle to construct an intimate and equal relational identity, while the Chinesecounterparts are often taken at a far distance and from a low angle, projecting a distant andauthoritative relational identity. This study has practical implications for internationalcommunication of Chinese companies and business English teaching.

关 键 词：图片话语 视觉语法 互动特征 企业身份 身份建构 

分 类 号：H030[语言文字—语言学]