| 摘要: |
| 企业在“双碳”话语的对外传播中发挥重要作用。以合法化语码理论为分析框架,结合语料库和话语-历史分析法,对阿里巴巴发布的碳中和报告进行探究,发现阿里巴巴不只是停留在阐述自身的行动和计划上,而是不断将碳中和议题放置于一个大背景、大环境中去呈现,涉及了消费者、商业伙伴、中国、国际社会等不同层面的行为主体；通过三种自主性语码切换路径和话语策略,塑造了具有不同侧重点的正面形象:单向路径主要涉及述谓策略,展现出“绿色转型引领者”形象；巡回路径主要涉及辩论策略,塑造了“国际责任践行者”形象；往返路径主要涉及命名策略,刻画出“各方力量汇聚者”形象。因此,妥善运用自主性语码和话语策略能提升企业碳中和话语的有效性,有助于中国企业塑造良好的全球形象。 |
| 关键词: 合法化语码 自主性 碳中和 企业形象 话语-历史分析法 |
| DOI：10.13216/j.cnki.upcjess.2024.01.0008 |
| 分类号:H0-0；P467 |
| 基金项目:浙江省哲学社会科学规划课题(19NDQN346YB) |
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| Discursive Construction of Corporate Carbon Neutral Image: From the Perspective of Legitimation Code Theory |
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WENG Qingqing
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(School of Foreign Languages, Zhejiang Gongshang University, Hangzhou 310018, Zhejiang, China)
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| Abstract: |
| Corporations play a crucial role in promoting China 's carbon peaking and carbon neutrality discourse. This paper, drawing on the Legitimation Code Theory (LCT), Discourse-Historical Approach and corpus study, investigates Alibaba 's Carbon Neutrality report and discovers that Alibaba continuously puts its carbon neutral practice under broader circumstances, involving different levels of entities, such as consumers, business partners, China, the global community, etc. Besides, Alibaba builds up differentiated positive corporate images through three code-shifting pathways and discursive strategies respectively. The one-way pathway, mainly involving the prediction strategy, presents the image of "the leader in transit to green economy";the tour pathway, mainly covering argumentation strategy, creates the image of "the practitioner in international responsibility"; the return pathway, chiefly employing nomination strategy, facilitates the image construction of "the converging forces of all parties". Therefore, proper application of autonomy codes and discursive strategies can enhance the effectives of corporate carbon neutral discourses and ultimately help corporations to build favorable global images. |
| Key words: Legitimation Code Theory (LCT) autonomy carbon neutrality corporate image Discourse-Historical Approach |
