文化话语视域下的企业危机公关——以恒天然2013年“肉毒杆菌”事件的网络危机公关为例
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摘要
本文从跨学科的视角出发,将"话语"引入企业危机公关研究领域,认为危机公关不仅是企业的管理实践和媒体的传播与报道实践等,更是以企业为主要信息来源的话语实践。研究以文化话语研究理论(Shi-xu, 2014;施旭,2017)为指导,对恒天然集团通过网络途径应对2013年"肉毒杆菌"危机的话语策略进行系统、辩证的研究。研究认为恒天然集团虽采取了明确的公关话语布局,但在话语实践中与中国媒体及大众的互动较弱,导致其危机公关效果不佳。
This paper takes an interdisciplinary perspective,introducing ‘discourse’ to the research field of corporate crisis communication.It proposes that corporate crisis communication not only involves corporate management and media report,but also corporate-centered information distribution. This paper takes the 2013 Fonterra Recall Crisis as an example, to explore corporate crisis communication strategies via online media. Under the guidance of Cultural Discourse Studies(Shi-xu,2014,施旭,2017),the study gives a multi-dimensional and dialectic analysis of Fonterra’s discursive behavior.It is found that though Fonterra acted in a professional manner, its asymmetrical communication with the Chinese media and public led to the short term failure in the Chinese market.
This paper takes an interdisciplinary perspective,introducing ‘discourse’ to the research field of corporate crisis communication.It proposes that corporate crisis communication not only involves corporate management and media report,but also corporate-centered information distribution. This paper takes the 2013 Fonterra Recall Crisis as an example, to explore corporate crisis communication strategies via online media. Under the guidance of Cultural Discourse Studies(Shi-xu,2014,施旭,2017),the study gives a multi-dimensional and dialectic analysis of Fonterra’s discursive behavior.It is found that though Fonterra acted in a professional manner, its asymmetrical communication with the Chinese media and public led to the short term failure in the Chinese market.
引文
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[17]唐青叶.“中国威胁论”话语的生成机制与国家话语能力的构建[C].当代中国话语研究,2015:1-9.
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[21]游昌乔.危机公关:中国危机公关典型案例回放及点评[M].北京:北京大学出版社,2006.
(2)参见:新华网.调查显示:58.2%受访者认为国人盲目追捧洋奶粉.[Z/OL].(2013-08-13)[2017-02-06]. http://news.xinhuanet.com/fortune/2013-08/13/c_125159252.htm.
[2]Burnett, J. J.A strategic approach to managing crisis[J]. Public Relations Review, 1998, 24(2):475-488.
[3]Coombs, W.T.An analytic framework for crisis situations:Better responses from a better understanding of the situation[J]. Journal of Public Relations Research, 1998, 10(3):177-191.
[4]Coombs,W.T.Attributiontheory as a guide for post-crisis communication research[J]. Public Relations Review, 2007(33):135-139.
[5]Kent, M. L. & Taylor, M.Building dialogic relationships through the World Wide Web[J]. Public Relations Review, 1998, 24(3):321-334.
[6]Kent,M.L. & Taylor,M. Towards a dialogic theory of public relations[J]. Public Relations Review, 2002,(28):21-37.
[7]Shi-xu. Chinese Discourse Studies[M]. Basingstoke:Palgrave Macmillan, 2014.
[8]Shi-xu. International city branding as intercultural discourse:workplace,development, and globalization[J]. Language and Intercultural Communication, 2015:161-178.
[9]Shi-xu & Feng-bing. Contemporary Chinese communication made understandable:A cultural psychological perspective[J].Culture & Psychology, 2013(1):3-19.
[10]黄懿慧.企业网络危机管理初探[J].武汉理工大学学报(社会科学版),2011,24(2):197-202/231.
[11]施旭.试论建立当代中国话语研究体系[C].当代中国话语研究,2008:1-12.
[12]施旭.文化话语研究——探索中国的理论、方法与问题[M].北京:北京大学出版社,2010.
[13]施旭.话语研究方法的中国模式[J].广东外语外贸大学学报,2012,6:5-7.
[14]施旭.文化话语研究简介[J].中国外语,2013(3):1; 20-22.
[15]施旭.什么是话语研究[M].上海:上海外语教育出版社,2017.
[16]施旭.文化话语研究与中国实践[J].中国外语,2018(6)1; 10-15.
[17]唐青叶.“中国威胁论”话语的生成机制与国家话语能力的构建[C].当代中国话语研究,2015:1-9.
[18]袁周敏.中国东盟贸易关系的话语构建[C].当代中国话语研究,2014:35-54.
[19]张鲁平.构建法治中国话语体系,完善国家治理能力[C].当代中国话语研究,2015:10-15.
[20]赵丹彤.《中国话语研究》述评[J].外语教学,2017, 4:111-113.
[21]游昌乔.危机公关:中国危机公关典型案例回放及点评[M].北京:北京大学出版社,2006.
(2)参见:新华网.调查显示:58.2%受访者认为国人盲目追捧洋奶粉.[Z/OL].(2013-08-13)[2017-02-06]. http://news.xinhuanet.com/fortune/2013-08/13/c_125159252.htm.