批评话语分析框架下新能源车企新闻话语身份建构对比研究——以比亚迪与特斯拉为例

Institutional Identity Construction in New Energy Vehicle News Discourse—A Critical Discourse Analysis of BYD and Tesla

摘要: 企业机构身份建构是新能源车企提升核心竞争力、塑造品牌形象的关键话语实践。本研究基于批评话语分析理论框架，结合韩礼德系统功能语言学的概念功能与人际功能，选取比亚迪与特斯拉官网新闻语料，自建小型语料库，采用定量与定性相结合的方法开展对比分析。研究揭示了两家企业新闻话语的语言特征，阐释了其机构身份建构的话语策略，并挖掘了差异背后的社会语境与价值体系动因。研究结果表明，比亚迪通过高频物质过程、高值情态及责任导向评价词汇，建构了“行动者”“政策协同实践者”的机构身份；特斯拉则借助高频关系过程、中值情态及创新导向评价词汇，塑造了“行业引领者”“技术先锋”的身份。研究拓宽了跨文化新能源车企话语研究的理论视野，为中国新能源车企优化话语策略、提升国际传播力提供了宝贵启示。

Abstract: The construction of corporate institutional identity constitutes a crucial discursive practice through which new energy vehicle (NEV) enterprises enhance their core competitiveness and shape their brand image. Grounded in the theoretical framework of Critical Discourse Analysis (CDA) and drawing on the ideational and interpersonal metafunctions of M. A. K. Hallway’s Systemic Functional Linguistics, this study selects news texts from the official websites of BYD and Tesla, Inc. as research data. A small self-built corpus is compiled, and a mixed-method approach combining quantitative and qualitative analyses is employed for comparative investigation. The study reveals the linguistic features of corporate news discourse produced by the two companies, explicates the discursive strategies through which their institutional identities are constructed, and further explores the socio-contextual and ideological motivations underlying their differences. The findings indicate that BYD constructs an institutional identity as an “actor” and an “executor of national strategy” through the frequent use of material processes, high-value modality, and responsibility-oriented evaluative lexis. In contrast, Tesla employs a higher proportion of relational processes, medium-value modality, and innovation-oriented evaluative vocabulary to construct identities as an “industry leader” and a “technological pioneer.” This research broadens the theoretical perspective of cross-cultural studies on NEV corporate discourse and offers valuable insights for Chinese NEV enterprises seeking to optimize their discursive strategies and enhance their international communication capacity.