公共卫生危机背景下穗企社会责任形象建构的对比研究——以广汽集团与广药集团官网新闻报道为例

A Comparative Study of CSR Image Construction of Guangzhou-Based Enterprises during the Public Health Crisis—A Case Study of the Official Website News Reports of GAC Group and GPH Group

摘要: 在全球公共卫生事件频发的背景下，企业社会责任(CSR)的实践与传播面临新的挑战，成为企业构建国际形象的关键一环。作为中国深度参与全球化前沿阵地的粤港澳大湾区，其核心引擎广州的龙头企业的国际化叙事尤为引人注目。为探究不同行业穗企在应对重大外部危机时如何通过话语建构CSR形象，选取先进制造业代表广汽集团与医药健康业代表广药集团为案例，整合Jamali的“3 + 2”CSR模型与Fairclough的批评话语分析三维框架，运用语料库方法和文本内容编码统计法，对比两家穗企官网发布的英文CSR新闻报道的关注焦点、话语策略与形象建构。研究发现，两家穗企的CSR话语呈现出“内向战略驱动”与“外向需求驱动”的差异：广汽集团的话语资源集中于经济与战略性自发责任，构建了面向未来的“战略创新者”形象；广药集团则聚焦于利他性自发与伦理责任，构建了响应社会关切的“专业驰援者”形象。本文揭示了行业属性所承载的“社会契约”在危机情境下对企业CSR话语实践的塑造作用，为中国企业优化特殊时期的国际传播策略、提升跨文化沟通效能提供了实证参考。

Abstract: Against the backdrop of frequent global public health events, the practice and communication of corporate social responsibility (CSR) face new challenges, exerting a profound influence on international corporate image construction. Guangzhou, as the core engine of the Guangdong-Hong Kong-Macao Greater Bay Area, which is a frontier of China’s deep engagement in globalization, is particularly noteworthy for the international narrative of its leading enterprises. To explore how Guangzhou-based enterprises in different industries discursively construct their CSR images in response to major external crises, this paper selects GAC Group and GPH Group, representing the advanced manufacturing and pharmaceutical industries, respectively, for a case study. With Jamali’s “3 + 2” CSR model and Fairclough’s three-dimensional CDA framework integrated, and corpus methods and text content coding employed, the focus, discursive strategies, and image construction in the English CSR news reports released on the official websites of the two enterprises are compared. A divergence between an “internal strategy-driven” approach and an “external demand-driven” one is revealed. Specifically, GAC Group’s CSR discourse concentrates on economic and strategic discretionary responsibilities, constructing an image of a forward-looking “strategic innovator”. In contrast, GPH Group focuses on altruistic discretionary and ethical responsibilities, shaping an image of a “professional responder” that addresses core societal concerns. This paper uncovers the effect of the “social contract” embedded in industrial attributes on CSR discourse, providing empirical reference for Chinese enterprises to optimize their international dissemination strategies and enhance cross-cultural communication effectiveness in a crisis context.