An Analysis Of Entrepreneurial Image Construction By Attitude Resources In Ma Yun's English Speeches

Ma Yun is a pioneering entrepreneur in the field of Chinese e-commerce and Internet.As a representative figure of China,Ma Yun not only lets the world feel the power of China,but also shows the style of Chinese entrepreneurs to the whole world.Appraisal theory is an extension of interpersonal function in systemic functional linguistics.Attitude system is the subsystem of Appraisal theory as well as the core of this theory.It involves judgment and appreciation of speakers on human behavior,text/process and phenomenon.This paper takes Ma Yun's eight speeches as research object,classifying and analyzing Attitude resources under the Appraisal theory by using qualitative and quantitative method.With the help of UAM Corpus Tool software,both positive and negative sides are analyzed and discussed to explore the function of attitudinal resources on the construction of entrepreneurial image.This paper aims to answer the following questions:(1)What Attitude resources are applied and what are their distribution and features in Ma Yun's English speeches?(2)How these Attitude resources are employed to pose attitudes or opinions and construct the entrepreneurial image?(3)What kinds of entrepreneurial image are constructed by Attitude resources?After analysis,the results gained are as follows: There are an amount of Attitude resources are used in Ma Yun's speeches.The proportions of Affect,Judgment and Appreciation resources are 23.24%,42.09% and 34.67% respectively.Judgment resources are chiefly related to Ma Yun's judgment on his own achievements and social values;appreciation resources are generally used to express Ma Yun's appreciation of state relation,SMEs and the young people;affect resources mainly involve in the expression of Ma Yun's own emotions and evaluations.Moreover,the positive attitudinal resources in each system dominate the negative one.Negative attitudinal resources mainly co-occur with the past experiences of Ma Yun and Chinese past economic situation.The application of Attitude resources constructsentrepreneurial image from three aspects: personal achievement,social progress and world cooperation,namely charismatic leadership,respect and care,sense of responsibility and friendly cooperation.From the perspective of Appraisal theory,this paper analyzes the distribution and features of attitudinal resources in Ma Yun's speeches and its function on the construction of entrepreneurial image which expands the scope of application of the Appraisal theory and provides reference for relevant researches.