批评话语视角下的中美互联网公司形象研究
A Study on the Image of Chinese and American Internet Companies from the Perspective of Critical Discourse

本文依托批评话语分析理论及其三维话语分析模型为理论支撑，利用语料库研究的手段，以高频实词、关键词、高频动词为切入点，研究了中美头部互联网公司腾讯和Facebook的社会责任报告，并以腾讯公司为研究侧重点，描写了其语言特点，及其塑造的企业形象，并从话语实践和社会实践维度探究形象塑造的因素。研究表明，腾讯的社会责任报告所塑造的公司形象主要为科技、慈善、进取、责任等特征。Facebook的社会责任报告塑造的公司形象主要为可持续发展、注重气候变化等特征。这些呈现的特征不仅与公司本身的想法和实践有关，同时跟发展时的侧重点也有关。这一研究结果可以为互联网企业的形象塑造提供参考，为提高互联网企业社会责任报告水平提供借鉴。
Based on the theory of critical discourse analysis and its three-dimensional discourse analysis model, this paper studies the social responsibility reports of Tencent and Facebook, the leading Internet companies in China and the United States, with high-frequency notional words, keywords and high-frequency verbs as the starting point, by means of corpus research, and Tencent as the research focus, describes its language characteristics and its corporate image, and from the discourse practice and social practice dimensions to explore the factors of image building. The research shows that Tencent’s social responsibility report shapes the company’s image mainly in terms of technology, charity, enterprise, responsibility and other characteristics. The corporate image created by Facebook’s social responsibility report is mainly characterized by sustainable development and focus on climate change. These characteristics are not only related to the company’s own ideas and practices, but also related to the focus of development. This research result can provide a reference for the image building of Internet enterprises and for improving the level of Internet corporate social responsibility reporting.