摘要
本研究采用互动社会语言学视角及话语分析方法,对比国有制中国银行和股份制招商银行的新浪官博粉丝对银行企业身份的话语反建构作用。通过37个月间的语料分析发现:(1)非本质主义的新媒体企业身份建构与反建构通过企业与粉丝间的话语互动实现;(2)粉丝受众对企业身份的反建构力量不可小觑,粉丝反建构出的企业身份本质上也是一种语用身份;(3)新媒体中粉丝对企业的身份反建构并不是无端随意、空穴来风,它与现实世界中的企业所有制、企业定位等因素息息相关。在全球化与信息化浪潮加速的今天,企业在新媒体平台不但要充分重视,而且要善于利用对话受众的话语参与性,从而更好实现预期的企业身份建构目的,最终达到品牌塑造、公共关系维护与营销等目标。
Adopting the approach of interactional linguistics with the method of discourse analysis and thematic analysis,this study examines the processes of co-constructing corporate identities by the followers on social media.Two Chinese banks of differential ownership were selected for the analysis of the comments by their followers in responding to the corporate posts over a three-year period.The findings indicate that followers on social media constitute a powerful source to co-construct corporate identity,which lends further support to a non-essentialist and pragmatic perspective of identity construction.Furthermore,the process and variations in co-constructing corporate identity by the followers are found to be governed by factors such as differential ownership and strategic development in reality.Such co-construction of corporate identity entails the importance of a dialogic perspective of corporate identity in the social media context.
出处
《语言学研究》
2019年第2期164-176,共13页
Linguistic Research
基金
山西省留学回国人员科研资助项目(编号2017-006)
香港理工大学研究基金#4-ZZFB的资助.
关键词
新媒体
商务话语
身份建构
身份反建构
互动社会语言学
social media
identity construction
identity co-construction
business discourse
corporate social networking site
