企業責任與環境風險溝通：企業網站環境訊息內容與修辭語藝分析

Corporate Responsibility and Environmental Risk Communication: Content Analysis & Rhetoric Analysis of Environmental Message on Corporate Websites

楊意菁(Yie-Jing Yang)

《資訊社會研究》 40期 (2021/01) Pp. 59-98

https://doi.org/10.29843/JCCIS.202101_(40).0004

摘要

本研究以內容分析及語藝分析，剖析企業網站如何溝通環境責任訊息。內容分析447家大企業網站，278個網站呈現了環境保護相關資訊。網站呈現最多的環境訊息主題為氣候變遷，提到最多的利害關係人為員工，網站的背景顏色以綠色及藍色為最多，多數網站皆說明企業對環境的已改善作為。語藝分析指出，商業的修辭不再是企業網站的主要論述，企業網站喜歡使用數字與證據說話，採用較為積極的論述，如環境競爭修辭。企業善用顏色符號來反映了「眼見為憑」烏托邦敘事，也會透過永續、使命與任務式的修辭，建構企業的環境責任。

關鍵字

企業環境溝通 ； 企業網站 ； 企業社會責任 ； 環境保護 ； 修辭語藝

並列摘要

From the perspective of corporate risk communication, this study explored the corporate websites how to communicate the environmental message and social responsibility information. A total of 447 corporate websites in 2016 were content analyzed. The study found that 278 corporate websites presented the environment message. Corporate websites liked to present the theme of ＂climate change＂ of environmental message. The stakeholder mainly mentioned in the environmental message was ＂Employee＂. The background colors of corporate websites were based on green and blue. Most of corporate websites were able to illustrate the ＂has done＂ message of corporate environmental protection behavior. The rhetoric analysis pointed out that commercial rhetoric is no longer the main discourse on corporate websites. Corporate websites liked to use ＂numbers＂ & ＂evidence＂ rhetoric, ＂advocacy＂ rhetoric, and ＂competition＂ rhetoric to show their active behavior of protecting environment. Corporate websites adopted the color symbols to reflect the Utopia narrative of ＂seeing is believing＂, and also used the ＂sustainability＂ and ＂mission＂ rhetoric to construct corporate environmental responsibility.

並列關鍵字

corporate environmental communication ； corporate websites ； corporate social ； responsibility ； environmental protection ； rhetoric analysis

參考文獻

楊意菁（2010）。〈企業公民與媒體報導：一個公民社會的觀點〉，《中華傳播學刊》，17：95-138。doi： 10.6195/cjcr.2010.17.05

楊意菁（2017）。〈風險溝通、媒體關注與框架分析：以新聞再現企業環境相關議題為例〉，《傳播研究與實踐》，7(1):71-106。doi: 10.6123/ JCRP.2017.004

楊意菁、徐美苓（2010）。〈風險社會概念下的風險溝通與網路傳播：以全球暖化議題為例〉，《中華傳播學刊》，18：1-49。doi： 10.6195/cjcr.2010.18.07

蔡鴻濱（2004）。〈語藝批評方法在網路文化研究之應用與探討〉，《資訊社會研究》，6：91-126。doi： 10.29843/JCCIS.200401.0005

Bachmann, P., & Ingenhoff, D. (2016). Legitimacy through CSR disclosures? The advantage outweighs the disadvantages. Public Relations Review, 42(3), 386-394. doi: 10.1016/j.pubrev.2016.02.008