Discursive Construction of Corporate Carbon Neutral Image:From the Perspective of Legitimation Code Theory
Corporations play a crucial role in promoting China's carbon peaking and carbon neutrality discourse.This paper,drawing on the Legitimation Code Theory(LCT),Discourse-Historical Approach and corpus study,investigates Alibaba's Carbon Neutrality report and discovers that Alibaba continuously puts its carbon neutral practice under broader circumstances,involving different levels of enti-ties,such as consumers,business partners,China,the global community,etc.Besides,Alibaba builds up differentiated positive cor-porate images through three code-shifting pathways and discursive strategies respectively.The one-way pathway,mainly involving the prediction strategy,presents the image of"the leader in transit to green economy";the tour pathway,mainly covering argumentation strategy,creates the image of"the practitioner in international responsibility";the return pathway,chiefly employing nomination strat-egy,facilitates the image construction of"the converging forces of all parties".Therefore,proper application of autonomy codes and discursive strategies can enhance the effectives of corporate carbon neutral discourses and ultimately help corporations to build favorable global images.
国家科技期刊平台
NSTL
万方数据
