中美企业道歉文本的跨文化对比研究

发布时间：2018-06-23 18:43

本文选题：企业道歉 + 体裁分析　；参考：《复旦大学》2012年硕士论文

【摘要】：道歉是我们日常生活中司空见惯的一种言语行为,它也是语言学一直以来讨论的一个热点。然而,以往的研究大多集中于人们在日常交往中作出的个人道歉,对于较为正式的企业道歉却鲜有涉足。当因自身行为不当而遭遇危机时,企业往往会作出道歉以期缓和危机,挽回声誉,由此可见,企业道歉是一种颇具实用价值的商业文本,值得探究。所以本文以中美企业道歉文本作为研究对象,试从体裁分析的视角发掘它们各自的语步结构以及构成每一语步的具体策略,并对其进行对比分析,从而找出两者间的异同并揭示造成这些差异的文化因素。本研究的语料包括100篇企业道歉文本,其中中美道歉文本各50篇。基于语料,本文的分析可归于两大层面,第一层面是分析中美企业道歉文本的宏观结构特征,第二层面探讨它们的微观策略运用特点。宏观方面的研究结果表明,两类样本均由6个语步构成,即：明确道歉、描述解释、承担责任、弥补损失、修复形象和修复关系,而且,两类样本在必选语步和可选语步的划分上也保持一致,即：明确道歉和弥补损失是必选语步,其他语步则为可选语步,这证明了两类样本属于同一体裁。虽然两者在宏观方面存在很多相同点,但它们在使用可选语步的频率上存在明显差异。在微观策略层面,两类样本在每个语步所使用的策略种类上不存在显著的差异,但在某些策略的使用频率以及该策略所涉及的内容方面存在较大差异。这些差异大都可以归结于中美文化在诸如高低语境、权利距离、个人主义／集体主义等文化维度上的差别。希望本研究能有助于人们更好地解读企业道歉文本,并能在跨文化道歉方面为企业提供一些有价值的建议,从而顺利实现跨文化交流。
[Abstract]:Apology is a common speech act in our daily life, and it is also a hot topic in linguistics. However, most of the previous studies focused on the personal apologies made by people in their daily communication, but rarely involved in the more formal corporate apologies. When they encounter a crisis because of their own misconduct, enterprises often make an apology in order to ease the crisis and restore their reputation. Thus, the corporate apology is a kind of commercial text with practical value, which is worth exploring. Therefore, this paper takes the apology text of Chinese and American enterprises as the research object, tries to explore their respective structure of language step and the specific strategy of composing each step from the perspective of genre analysis, and makes a comparative analysis of them. In order to find out the similarities and differences between the two and reveal the cultural factors contributing to these differences. The corpus includes 100 corporate apology texts, including 50 American apology texts. Based on the corpus, the analysis of this paper can be attributed to two levels. The first level is to analyze the macro-structural characteristics of the apology text between Chinese and American enterprises, and the second level is to explore the characteristics of their microcosmic strategy application. Macroscopic results show that the two types of samples consist of six steps, namely: explicit apology, description, explanation, responsibility, compensation, image repair and relationship repair. The two kinds of samples are consistent in the classification of necessary and optional steps, that is to say, apology and compensation for loss are necessary steps, while others are optional steps, which proves that the two kinds of samples belong to the same genre. Although there are many similarities between the two in macro aspect, there are obvious differences in the frequency of using optional steps. At the level of micro-strategy, there is no significant difference in the types of strategies used in each step between the two types of samples, but there are significant differences in the frequency of use of some strategies and the contents involved in the strategies. Most of these differences can be attributed to the cultural differences between Chinese and American cultures in such cultural dimensions as high and low context, power distance, individualism and collectivism. It is hoped that this study can help people to better interpret the corporate apology text and provide some valuable suggestions for enterprises in cross-cultural apology so as to realize cross-cultural communication smoothly.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H315;H152

【参考文献】