话语历史分析框架下中美保险公司企业身份建构研究

A DHA-Based Study on the Construction of Corporate Identity between Chinese and American Insurance Companies

摘要: 近年来企业越来越重视企业形象宣传，企业英文网站成为宣传企业形象的重要平台。学者大多使用特定话语策略对单一文化语境中企业身份建构进行研究，但相对缺乏从不同的文化语境对企业身份建构进行系统探讨。本研究利用话语历史分析比较分析了几个中美保险公司致股东信的话语策略，进而探究中美保险公司身份构建的差异和相似之处，并以霍夫斯泰德的文化维度探索隐含原因，从而为提升中国企业网站外宣身份话语建构能力提供参考借鉴。

Abstract: In recent years, corporations pay more and more attention to corporate images, and the corporate English website has emerged as a vital medium for corporations to promote their corporate identity. Although many researches utilize certain discourse strategies to analyze some corporate annual reports and other corpora in a single cultural context, there seems a lack of systematic analysis on the corporate identity construction from diverse cultural contexts. This study aims to identify the ways in which Chinese and American insurance corporate identities are constructed differently and similarly and to explore the implicit reasons with Hofstedes’ cultural dimensions, thus providing practical implications for Chinese companies to improve their capability of discursive identity construction in their official English websites.