基于批评话语分析的中美企业形象对比研究——以“工商银行”与“花旗银行”CSR报告为例

A Comparative Study of Chinese and American Corporate Image Based on CDA—A Case Study of the CSR Reports of ICBC and Citibank

摘要: 企业社会责任(corporate social responsibility，简称CSR)报告是企业与社会各界沟通的桥梁，在塑造企业形象方面发挥着越来越重要的作用。本研究收集中国工商银行(Industrial and Commercial Bank of China，简称ICBC)和花旗银行最近三年(2019~2021)的英文版社会责任报告作为研究对象，借助语料库工具AntConc，结合费尔克劳夫(Fairclough)的批评话语分析理论，从文本、话语实践和社会实践三个角度，分析并对比报告的语言特征及其所塑造的中美两家银行的企业形象，旨在为中美企业撰写社会责任报告提供借鉴，助力两国企业通过报告塑造更加良好的国际形象。研究表明两家企业均塑造了有责任感、使命感，坚持可持续发展的企业形象，中国工商银行强调国家战略意识，花旗银行突出以人为本。

Abstract: Corporate social responsibility (CSR) report is a bridge between enterprises and society, playing an increasingly important role in shaping corporate image. This study collects the English-language CSR reports of Industrial and Commercial Bank of China (ICBC) and Citibank for the last three years (2019~2021) as the research object. With the help of the corpus tool AntConc and of Fairclough’s critical discourse analysis theory, we analyze and compare the language features of the CSR reports and the corporate images of the two banks from three perspectives: text, discourse practice and social practice. The study aims to provide reference for Chinese and American companies in writing social responsibility reports, and help them to build a better international image through the reports. The study shows that both companies portray corporate images with a sense of responsibility, mission and adherence to sustainable development, with ICBC emphasizing a sense of national strategy and Citibank highlighting a focus on people.