【作者】 李璐；

【导师】 李菁；

【作者基本信息】 华中科技大学 ， 英语笔译， 2018， 硕士

【摘要】 企业形象作为企业内在素质和外在表现的综合体现,是企业宝贵的无形资产,也是企业的竞争优势所在。随着中国企业“走出去”的速度加快,树立良好的企业形象成为了企业的迫切需要,也是其决胜于全球市场的关键。近年来,中国企业的迅速崛起,也吸引了国际媒体的广泛报道。以美国为代表的西方主流媒体对中国企业的报道在很大程度上了构建了中国企业的海外形象,对中国企业的全球战略推进有着重要的影响。然而,有关中国企业的媒介形象的研究却很少。因此,本文试图对美国报纸媒体中呈现出的中国企业形象作出全面的探讨。本文选择最具国际影响力的美国财经类报纸《华尔街日报》作为样本来源,分析该报2015年至2017年期间针对中国企业的90篇报道,旨在提取有关中国企业的报道框架,从而揭示中国企业在《华尔街日报》中呈现出的媒介形象。首先,借助语料库软件AntConc,本研究采取定量定性相结合的方法,对关于中国企业的报道进行归纳性的框架分析。语料库方法通过量化的统计数据,帮助研究者识别隐含着特定框架的元素,而定性的框架分析则依靠研究者的系统理解从而提取出真正的框架。具体的框架分析途径采用的是学者潘忠党和克斯基的“论述结构”分析,分别从“句法结构”、“情节结构”、“主题结构”、“修辞结构”以及“用词”五个维度进行分析。研究发现,《华尔街日报》主要运用了十个框架对中国企业进行报道,分别是:市场扩张野心框架、互利共赢框架、扩张风险框架、经营表现框架、重重挑战框架、业务发展框架、抱怨框架、竞争框架、外国政府的防备框架以及中国政府的监管框架。通过对这些框架的详细解读,本文进一步总结出了《华尔街日报》构建的中国企业形象的五个维度,即迅速崛起、野心勃勃、互惠互利、问题重重和信任危机,并对五个维度进行了具体诠释。本研究开创性地将语料库方法融入到框架分析的过程中,证实了语料库是提取新闻框架的有效工具。同时,本研究在提取框架时,应用了“论述结构”的方法,并对其进行了创新,这在之前众多的框架分析研究中几乎是见不到的。更多还原

【Abstract】 Corporate image,a valuable intangible asset,is considered to be a critical factor in the overall evaluation of a corporation.With the acceleration of going global,it is quite urgent for Chinese corporations to establish a positive and sound overseas image so as to consolidate their competitiveness.In recent years,the rapid rise and intensifying expansion of Chinese corporations have drawn increased attention from international media outlets and American mainstream media in particular,which not only plays a dominant role in shaping audiences‘ perception and interpretation of the world,but also conceivably affects the shaping of corporate image of Chinese corporations as well as the implementation of their global strategies.However,the media representation of Chinese corporations is still an under-researched topic.Therefore,the present study intends to provide a comprehensive understanding of the image of Chinese corporations constructed in the American news media.In order to analyze the image of Chinese corporations portrayed in the American media,the author conducts a case study of the Wall Street Journal(WSJ)and examines its framing practice on Chinese corporations from 2015 to 2017.Using corpus linguistic software AntConc,the study carries out an inductive frame analysis of the WSJ‘s coverage of Chinese corporations by combining qualitative and quantitative analytical approaches.The corpus-driven quantitative analysis offers a statistical measuring of elements which particular frame comprises,while the qualitative framing analysis provides systematic interpretations leading to the identification of real frames.Specifically,Pan & Kosicki‘s ―Frame Structure‖ is adopted in the framing analysis process,which consists of five analytical dimensions: syntactic structures,script structures,thematic structures,rhetorical structures,as well as lexical choices.Ten major frames have been identified in WSJ‘s coverage of Chinese corporations.They are ―Great ambitions of market expansion‖,―Mutual benefits‖,―Risky bets‖,―Operation performance‖,―Multiple challenges‖,―Business development‖,―Complaint about Chinese companies‖,―Competition everywhere‖,―Foreign government‘s vigilance‖ and ―Chinese government‘s supervision‖.Further,based on these frames,this paper summarizes five dimensions of the image of Chinese corporations portrayed in the WSJ: rapid rise,aggressive ambitions,mutual benefits,various problems and trust crisis.The study incorporates corpus linguistic techniques into qualitative framing analysis,which proves that the corpus approach can offer a systematic connection of ideological features of news content and a reliable identification of frames.It both applies and innovates the method of ―frame structure‖ while extracting the frames,which is rarely seen in previous research.更多还原