修辞视角下的跨国企业组织合法性修复研究 ——以神户制钢事件为例
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摘要
全球化背景下，组织主体的对外沟通对于组织形象与组织合法性的修复和重构有重要影响。组织在面临危机时，制度环境中的规则规范及价值体系都将促使组织进行对外沟通，且会影响到组织信息传达的方式及表达的内容。本研究以修辞学为研究视角，以肯尼斯Burke (1966) 的戏剧主义修辞批评为研究方法，对受神户制钢事件牵连导致合法性受损的三家跨国企业在东道国发布的声明文本进行话语分析，构建组织合法性、话语以及修辞三者间的关系模型。研究发现，组织通过话语进行合法性修复的过程中：（1）通过在话语中合理安排戏剧五要素、且针对性突出其中某些要素，能够实现其修辞目的和话语动机；（2）同一策略的使用在修辞动机的实现过程中起到重要作用，可由此获得大众认同；（3）可通过合理安排语篇结构来达成修辞目的。本研究构建出关系模型反映组织合法性、话语以及修辞三者间的关联性，从话语和修辞的角度，为跨国组织有效进行危机管理提出可行性建议。
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Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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