企业身份的话语建构策略探究——基于华为社会责任报告中领导人致辞的批评话语分析

On the Discursive Construction Strategies of Corporate Identity—Critical Discourse Analysis Based on Leaders’ Speeches in Huawei Corporate Social Responsibility Report

摘要: 企业作为一个机构，通过发布社会责任报告参与社会实践，再现企业一年以来对员工、股东、供应商、消费者、客户、社区、自然环境等相关利益方有影响的社会实践，建构自身身份与形象并构建与利益相关方之间的社会关系。领导人致辞作为社会责任报告书不可或缺的一部分，在建立和提升企业声誉，树立企业形象以及企业身份建构方面起着重要作用。本文以华为社会责任报告书中领导人致辞为语料，采用语篇–历史研究路径的话语分析框架，从话语策略维度入手，分析领导人致辞的话语策略实现方式及语言特点，阐释华为企业身份建构的特点，旨在揭示其话语策略体现的积极的自我构建过程，从而展现企业形象。

Abstract: Enterprises, as an organization, participate in social practice by issuing social responsibility reports, reproduce the social practices that have affected the relevant stakeholders such as employees, shareholders, suppliers, consumers, customers, communities, natural environment, etc. during the past year. Enterprises construct their own identity and image, and construct social relations with stakeholders. As an integral part of the corporate social responsibility report, leaders’ speeches play an important role in establishing and enhancing corporate reputation, establishing corporate image and corporate identity. This study uses leaders’ speeches in Huawei’s Social Responsibility report (then CSR) as data and the Discourse-Historical Approach as framework to analyze discursive strategies of the CSR in the realization and language characteristics of enterprise identity construction, aiming to illustrate the characteristics of Huawei corporate identity construction and reveal the process of positive self-construction of it so as to show the enterprise external image.