积极话语分析视角下中美能源企业形象建构对比思考

commercialized era,corporate image plays a crucial role in thedevelopment of enterprises.Dowling(1986)argues that a good corporate image can reduce business costs and increase market share.To this end,many companies builda good corporate image through advertising,public welfare activities,or the releaseof pictures and related documents(Hu,2020).Meanwhile,corporate image is alsoclosely related to consumer behavior tendency(Wan&Schell,2007).Consumers aremore willing to purchase those with a positive,high-quality image,because theyrepresent reliability,quality assurance,and a symbol of the overall strength of theenterprise.By creating a sound corporate image,companies can attract moreconsumers to choose their products or services.

2.2 Previous Studies on Positive Discourse Analysis

Positive discourse analysis(PDA)is one of the important research paradigms indiscourse analysis.In this section,this study firstly introduces the definition anddevelopment history of PDA,and secondly review its different applications incurrent research.

2.2.1 Definition and Development of Positive Discourse Analysis

Since Martin put forward positive discourse analysis(PDA),many scholars athome and abroad have defined positive discourse analysis based on its motivation,purpose,corpus selection and analytical methods.Liao Xin(2009)believes that PDAis to coordinate the relationship between speakers and listeners,rather than simplypraising the discourse of the power class in the society.It unites both parties,cementsharmonious relationships,and promotes social harmony and order.Tang Qingye(2008)points out that the main theoretical source of PDA is Systemic FunctionalLinguistics,especially the appraisal theory,which aims to build a relaxed,conciliatory and co-existing human society.Basarati&Kazemian(2024)considerthat PDA seeks to give voice to the oppressed and minorities and reverberate thealternatives to make the world a better place.Hughes(2018)emphasizes in hisdefinition of PDA that PDA particularly stresses progressive-rather than oppressive-discourse,and in practice it is overwhelmingly focused on reconstructing resistance,not deconstructing oppression.

Chapter Three Theoretical Framework.....................24

3.1 An Overview of Systemic Functional Grammar.......................24

3.2 Positive Discourse Analysis...........................35

3.3 Theoretical Framework of the Present Study.........................37

Chapter Four Methodology..................................41

4.1 Research Questions.......................................41

4.2 Data Collection...................................41

Chapter Five Results and Discussion....................46

5.1 Contrast between Lexical Resources in CSSRC and CSSRA.......................46

5.1.1 Contrast between Transitivity Resources in CSSRC and CSSRA......46

5.1.2 Contrast between Mood and Modality Resources in CSSRC andCSSRA.................................50

Chapter Five Results and Discussion

5.1 Contrast between Lexical Resources in CSSRC and CSSRA

In Halliday’s view,the three metafunctions of language are all semantic conceptsthat need to be reflected through specific semantic systems.Therefore,in this section,data collected from CSSRC and CSSRA will be used to compare the similarities anddifferences in various lexical resources,with the aim of identifying their linguisticfeatures.It mainly compares the distribution of three systems,namely,Transitivitysystem,Mood and Modality system,and Thematic system.

5.1.1 Contrast between Transitivity Resources in CSSRC and CSSRA

In order to explore how language in the chairman’s speech serves theconstruction of the company’s image,it is necessary to investigate the distribution ofparticipants,process types,and circumstances.Therefore,in this section,the datacollected from CSSRC and CSSRA will be used to describe and compare theproportion of various components in the Transitivity system that include participants,process,and circumstance.The presentation and analysis of data p