官方網站上的企業自我展現: 一個跨產業的比較

On-line Self-presentation: A Cross-industrial Comparison of Corporate Profile Texts on Official Websites

陳峻偉(Jun-Wei Chen)

指導教授 ： 張玉櫻

元智大學/人文社會學院/應用外語學系/碩士(2007年)

https://doi.org/10.6838/YZU.2007.00333

摘要

由於網際網路在此一世紀的普及率已經大幅提高，因此越來越多企業，更加講求網路上的企業自我展現和企業形象建立。其中，企業在官方網站上的簡歷(corporate profile texts)，尤其扮演著與讀者及消費者溝通或互動的重要媒介。這些企業簡歷吸引了全球無數讀者和消費者的目光，也漸漸引起應用言談分析學者的研究興趣。然而，過去文獻中卻少有語言學相關研究，特別探討此一重要文本。因此，此論文目的在探究此文本的語言使用狀況;其中包括自我展現策略 (self-presentation strategy)、以及句法結構和詞彙特性 (lexico-syntactic
features)。
本研究分析了台灣三種不同產業的英文版企業簡歷(傳統製造業、非傳統製造業和服務業)，每個產業蒐集6篇簡歷，共18篇簡歷。本論文所採用的自我展現策略分析架構，是以Lee et al. (1999)所執行的實驗性質心理學研究，所提出的展現策略為基礎;其研究探討個人如何在生活中使用防衛性自我展現策略和肯定性自我展現策略 (defensive and assertive self-presentation strategies)。此外，句法結構和詞彙特性的分析(人稱代名詞和動詞)是採用Gugau & McLaren (2003)所提出的架構，其作者提出人稱代名詞和動詞在網路上不同程度的使用方式。最後，形容詞的使用也將被分析討論，旨在探討來自不同產業文化的企業，是否渴望展現的不同形象。
研究發現，來自不同產業文化的企業，確實在其簡歷上，有不同的自我展現。再者，這些來自不同產業文化的企業簡歷上，也顯示了句法結構特性及詞彙使用的差異性，尤其是在人稱代名詞和形容詞的使用上。透過各種自我展現策略及句法結構和詞彙的使用，來自不同產業文化的企業，呈現了不同層面的企業訊息(如產業特性與企業文化)。
本研究的結果顯示，為達到成功的企業自我展現和形象建立，這些企業網站簡歷編纂者--台灣目前新興行業--必須對簡歷上的言談自我展現策略的認知，要有某方面的提升。總言之，此論文的結果不僅提供這些網站編纂者有效的資訊，也提供企業在訓練這些人才上，語言使用的基本訊息。

關鍵字

應用言談分析 ； 自我展現 ； 產業

並列摘要

As the use of Internet has become widespread, on-line corporate self-presentation and image construction becomes an important issue in the business world. Among various on-line business genres, corporate profile texts on the Internet have attracted unprecedented amount of audience around the world. This phenomenon not only raises concerns for companies to reconsider presenting themselves strategically on the Internet, but also is of increasing interests to applied discourse analysts. However, until present, little linguistic research has been carried out on the analysis of such important texts.
Therefore, this study investigates the self-presentation strategies and lexico-syntactic features (e.g., self-references, verbs, and adjectives) used in the English version of corporate profile texts from three different industries in Taiwan (traditional manufacturing industry, non-traditional manufacturing industry, and service industry). In total, 18 corporate profile texts were examined, six from each industry.
The analysis framework of self-presentation strategies in this study is adopted from an experimental psychology study by Lee et al. (1999) that reported the defensive and assertive self-presentation strategies revealed by individual speakers in their daily lives. In addition, the framework for analyzing self-reference and verbs is adopted from a quantitative study by Gurau & McLaren (2003) that reported three different levels of self-references and verbs associated with corporate positioning on the Internet. Finally, the use of adjectives is also evaluated in order to discuss the desired images projected from the corporate profile texts.
The results show that, due to the different industrial cultures, corporations from different industries seem to prefer different kinds of on-line self-presentation strategies. Moreover, through the use of the self-presentation strategies, corporations from different industries seem to highlight different aspects of business status, identity and culture. In addition to influencing self-presentation strategies used in the profile texts, the differences of industrial culture also affect the lexico-syntactic choices employed in the profile texts, particularly the use of self-references and adjectives.
The findings of this study imply that in order to successfully present the corporations themselves and to promote the corporate images on-line, the awareness of successful discoursal self-presentation strategies for on-line text designers should be raised. The results of this study provide useful information and pedagogical implications to the training of corporate web designers – a profession with growing popularity and demand in Taiwan.

並列關鍵字

applied discourse analysis ； self-presentation ； industry

參考文獻

Amit, R., & Zott, C., 2001. Value creation in e-business. Strategic Management Journal, 22(6-7), 493-520.

Antle, J. M., 1996. Efficient food safety in the food manufacturing sector. American Journal of Agricultural Economics, 78(5), 1242-1247.

Baron, R. A., 1986. Self-presentation in job interviews: When there can be “Too much of a good thing.” Journal of Applied Social Psychology, 16(1), 16-28.

Bilbow, G., 2002. Commissive speech act use in international business meetings. International Review of Applied Linguistics in Language Teaching, 40(4), 287-303.

Body, A. L, & Limayem, M., 2004. The impact of customer relationship management on customer loyalty: The moderating role of web site characteristics. Journal of Computer-Mediated Communication, 9(4).