商务传媒学院知识库

在全球化传播背景下，中国企业家形象在国际主流媒体中的塑造和传播，对
中国国家形象和地位具有重要影响。《华尔街日报》作为全球最大的商业日报，
对中国企业家的报道无疑深刻影响着全球读者的认知。
借鉴费尔克拉夫及梵·迪克批判话语分析法优势，从新闻文本、话语实践、
社会实践三个向度分析自中国改革开放以来，《华尔街日报》新闻话语建构的中
国企业家主体形象、话语策略以及所反映的权力关系与意识形态。
研究发现，在新闻文本向度，《华尔街日报》利用词汇、语法及连贯性、文
本结构等方法，从个人特征、经营情况、营商环境等方面，建构中国企业家盲目
追逐利益、欠缺创新能力、发展前景暗淡的负面形象。在话语实践向度，通过文
本生产中明确的互文性，灵活运用直接、间接引语，聚焦非典型的的中国企业家，
借助第三方专家、知情人士话语勾连普遍意义；通过文本分配过程的互文性链条，
使用故事化叙述，释放西方经营主体、投资者、消费者疏离中国企业家的隐秘话
语力量。在社会实践向度，美国延续冷战思维，通过代表统治阶级意志的主流媒
体，将中国企业家置于极权统治、缺乏民主思维、不尊重人权的视角下。伴随中
国国家实力不断提升，美国文化霸权在扩张中受到挑战，报道从居高临下姿态，
逐渐转变为富有敌意诟病，以此来确保本国文化安全。
研究认为，中国媒体建构中国企业家形象，首先要认识西方主流媒体对中国
企业家形象的建构特征，有针对性的进行话语塑造。其次，话语建构要在故事化
的叙述中推陈出新。再次，运用人类命运共同体，拓展长期以来以东西方分隔的
想象的共同体。通过共情传播，以共同或相似的情绪、情感为基础，建立一种与
他者共在的理念，发展共情的关爱，让全球传播的新闻话语更具包容性。

In the context of global communication, the shaping and
communication of the image of Chinese entrepreneurs in the international
mainstream media has an important impact on China's national image and
status. As the world's largest business journal, the report of the Wall
Street Journal on Chinese entrepreneurs undoubtedly has a profound
impact on the cognition of readers around the world.
Drawing on the advantages of Fairclough and van Dijk's critical
discourse analysis, this paper analyzes the main image of Chinese
entrepreneurs, discourse strategies, power relations and ideology reflected
in the news discourse of the Wall Street Journal since China's reform and
opening up from the perspectives of news text, discourse practice and
social practice.
The study found that in the news text dimension, the Wall Street
Journal used vocabulary, grammar and coherence, text structure and other
methods to construct the negative image of Chinese entrepreneurs who
blindly pursue interests, lack innovation ability, and have dim
development prospects from the aspects of personal characteristics,
business conditions, and business environment. In the dimension of
discourse practice, through the clear intertextuality in text production,
flexible use of direct and indirect quotations, focus on atypical Chinese
entrepreneurs, and connect the universal meaning with the discourse of third-party experts and insiders; Through the intertextual chain of the text

distribution process and the use of storytelling, the secret discourse power

of Western business entities, investors and consumers alienating Chinese

entrepreneurs is released. In the dimension of social practice, the United

States continues the cold war thinking, and puts Chinese entrepreneurs

under the perspective of totalitarian rule, lack of democratic thinking, and

lack of respect for human rights through the mainstream media

representing the will of the ruling class. With the continuous

improvement of China's national strength, the U.S. cultural hegemony has

been challenged in the expansion. The report has gradually changed from

a condescending attitude to hostile criticism, so as to ensure the cultural

security of the country.

The research suggests that the Chinese media should first understand

the characteristics of the western mainstream media's construction of the

Chinese entrepreneur image, and then conduct targeted discourse shaping.

Secondly, the discourse construction should innovate in the storytelling.

Thirdly, it uses the community of human destiny to expand the imaginary

community separated from the East and the West for a long time.

Through empathy communication, based on common or similar emotions

and emotions, establish a concept of being with others, develop empathy

and care, and make the news discourse of global communication more

inclusive.