Journal of Beijing International Studies University ›› 2023, Vol. 45 ›› Issue (1): 67-79.DOI: 10.12002/j.bisu.431

• Linguistic Studies • Previous Articles     Next Articles

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

Yan Bing1(), Zhang Hui2()   

  1. 1. Jiangsu Second Normal University, Nanjing 210013, China
    2. Nanjing Normal University, Nanjing 210023, China
  • Received:2021-10-08 Online:2023-03-07 Published:2023-02-28

认知语法情境植入视角下企业信任话语建构策略分析

颜冰1(), 张辉2()   

  1. 1.江苏第二师范学院,江苏 210013
    2.南京师范大学,南京 210023
  • 作者简介:颜冰,江苏第二师范学院,210013,研究方向:认知语言学、话语分析。电子邮箱:2804773843@qq.com
    张辉,博士,南京师范大学教授,博士生导师,210023,研究方向:认知语言学、话语分析、神经语言学、二语习得。电子邮箱:coglinger2011@126.com
  • 基金资助:
    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”(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”的阶段性成果(2021SJA0601)

Abstract:

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 financial investments or social support to ensure its operating success.

Keywords: cognitive grammar; grounding; corporate trustworthiness; discourse constructing strategies; reality space; irreality space

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。

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

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