| Corporate identity affects the competitive strategies adopted by the companies in dynamic market competition.As an important carrier of corporate philosophy,culture and operations,corporate press release plays an important role in the construction of corporate identity.Therefore,exploration of the construction of corporate identities through corporate press releases can provide some inspirations for companies to obtain competitive advantages in the dynamic changes of the market.As two representative enterprises in American and Chinese intelligent technology industry,Apple and Huawei often take advantage of corporate press releases to shape good corporate identities.Therefore,based on the critical genre analysis model proposed by Bhatia,this study selects 30 pieces of Apple’s English corporate press releases and 30 pieces of Huawei’s English corporate press releases respectively from the news section of their official website,and then establishes two small self-made corpora.Discrepancies of keyword frequency displayed in Apple’s and Huawei’s corporate press releases corpora are figured out with the help of Wmatrix 5,and different types of move structures and interdiscursivity are discussed.Then this study analyzes the corresponding corporate identities of Apple and Huawei according to the corporate communication strategies reflected in above genre resources.Finally,it explains the reasons for the construction of different corporate identities with the reference of GLOBE culture dimensions.The research findings are as follows:(1)The characteristics of genre resources are explored from the text dimension and the genre dimension.From word frequency and log likelihood value of keywords in the text dimension,it can be inferred that Apple pays more attention to the company’s products and corporate social responsibility,while Huawei focuses on industry development and technological innovation.In terms of genre dimension,Apple and Huawei adopt similar move structures and interdiscursivity types,but their communication purposes are different.Both companies select suitable moves and interdiscursive types according to their different communicative purposes;(2)From the perspective of professional practice dimension,according to the different communicative purposes reflected by the above inter-textual genre resources,this study finds that both Apple and Huawei adopt the hybrid strategy of corporate communication strategy through the exploration by combining semantic domain analysis with theme analysis.However,Apple prefers to adopt high-CSR(corporate social responsibility communication)strategy,while Huawei lays more emphasis on CAb(corporate ability)strategy;(3)Different corporate identities can be constructed by adopting different corporate communication strategies.Apple prefers to build up a responsible developed corporate identity that serves society,protects the environment,and supports education in its press releases.While Huawei is more willing to construct its corporate identity as a developing enterprise that promotes 5G technology advancement and leads the intelligent technology industry in the digital future;(4)This study explores the reasons for the differences in corporate identities between Apple and Huawei from the professional culture dimension.Both national culture and corporate culture will affect the formulation of corporate communication strategies,and therefore,influence the construction of corporate identities.Through the critical genre analysis of Apple’s and Huawei’s corporate press releases,this research proposes a theoretical framework for the comparative analysis of corporate identity construction,aiming not only to enrich relevant linguistic researches,but also to provide references for other companies’ identity construction,which can help company shape a good image in order to attract potential consumers and investors.In addition,this study is conducive to facilitating readers’ comprehension of the communicative purposes in corporate press releases. |
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