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篇名 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
作者 楊意菁
中文摘要

 本研究以量化內容分析以及質化修辭敘事分析,剖析大型企業網站如何揭露環

境訊息以企業社會責任訊息。量化內容分析發現,企業網站呈現最多的環境訊息主
題為「氣候變遷」(21.8%),最少呈現的主題則是「生物多樣性」(1.9%)。環
境訊息提到最多的利害關係人為「員工」(28.4%),網站的背景顏色主要以綠色
(32.0%)及藍色(30.4%)為最多。大部份網站皆能說明企業對環境的「已改善作
為」(52.9%)以及「即將作為」(32.0%)。語藝敘事分析部份,企業網站喜歡使
用數字與證據說話、傾向採用較為積極的論述,並善用顏色符號來反映了「眼見為
憑」烏托邦敘事,也會透過「企業永續」的修辭語藝,建構企業的環境責任。另外,
商業的修辭已不再是企業網站的主要論述,取而代之的是採用使命與任務式的語藝
修辭。
英文摘要

 From the perspective of corporate risk communication, this study explored the corporate

websites how to communicate the environmental message and social responsibility
information. As for content analysis, corporate websites liked to present the theme of “climate
change” (21.8%), and the theme of "Biodiversity" is the least (1.9%). The "Employee" (28.4%)
stakeholder was mainly mentioned in the environmental message. The background color of
the website was mainly based on green (32.0%) and blue(30.4%). Most of the websites were
able to illustrate the "has done" (52.9%) and "going to act" (32.0%) of corporate environmental
protection behavior. This study further adopted rhetoric analysis to analyze the narrative and
rhetoric meaning based on the environmental information presented on corporate websites.
中文關鍵詞 企業環境溝通、企業網站、企業社會責任、環境保護、修辭語藝
英文關鍵詞 corporate environmental communication, corporate websites, corporate social responsibility, environmental protection, rhetoric analysis
發表日期 2018/07/02
授權狀況 已授權
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