中医药导报2025，Vol.31Issue(4)：1-7,59,8.DOI:10.13862/j.cn43-1446/r.2025.04.001
中医药企业国际传播话语中的自我表达与形象建构
Self-Expression and Image Construction in the International Communication Discourse of Chinese Medicine Enterprises
摘要
Abstract
Objective:To compare and analyze discourse attitude resources employed in the English profiles of Chinese medicine enterprises,examine the self-expression in the international communication discourse,and explore the discourse strategies to effectively construct the enterprises'overseas image.Methods:Based on the comprehensive ranking of the lists,the English website profiles of Chinese medicine enterprises and overseas pharmaceutical companies were selected,and a specialized small-size corpus was built.The corpus was annotated based on the attitude system of appraisal theory,and a mixed research design was adopted.Results:Chinese medicine companies used a variety of attitudinal discourses in the English profiles,among which judgment discourse has the highest proportion."Social esteem"discourse highlighted the advantages and strengths of the companies,while"social sanction"discourse shaped the corporate image of practicing social moral standards and complying with laws and regulations.However,compared with overseas pharmaceutical companies,the affect discourse of Chinese medicine enterprises is self-referential and authoritative,with less use of other perspectives,while the discourse of appreciation has a single dimension,and more negative words in product quality evaluation.Conclusion:Chinese medicine enterprises need to enrich the affect discourse by highlighting humanistic care in the construction of corporate image,transform the discourse of judgment by enhancing awareness of international communication to demonstrate the ability to provide China's solutions for promoting global health,and enhance the discourse of value by increasing cultural and brand confidence to comprehensively demonstrate the historical inheritance and modern innovation of Chinese medicine enterprises.关键词
中医药企业/国际传播/话语/评价理论/态度系统/形象建构Key words
Chinese medicine enterprises/international communication/discourse/appraisal theory/attitude system/image construction分类
中医学引用本文复制引用
王秀妹,叶青,冉再洋..中医药企业国际传播话语中的自我表达与形象建构[J].中医药导报,2025,31(4):1-7,59,8.基金项目
北京中医药大学中央高校基本科研业务费"揭榜挂帅"项目(2022-JYB-JBRW-010) （2022-JYB-JBRW-010）
2023年北京中医药大学研究生自主科研课题(ZJKT2023072) （ZJKT2023072）
