Journal of Language Situation and Language Service (ISSN 3078-3755)
JLSLS, Vol.1, No.1,2025, pp.97-111
企业海外形象的自我构建
——基于语料库的《华为2023年年报》英译本研究
周宇健（Zhou Yujian）[1]
摘要：企业海外形象建构是一个复杂的跨文化传播过程，其中企业文本翻译是形象自塑的重要媒介。基于费尔克劳夫的批评话语分析理论，结合语料库方法，从高频词、关键词、情态动词应用的角度，本文分析《华为2023年年报》英译本的语言特征以及企业形象特征，发现华为年报英译本塑造了科技化、务实化与亲和化的企业形象，但同时也呈现出民族中心主义、排他性与权力叙事等负面特征。本文通过分析译本中企业海外形象的建构，批判地看待翻译对企业形象地塑造，以期为中国企业国际化战略提供理论依据与实践指导。
关键词：《华为2023年年报》英译；企业海外形象；批评话语分析；形象自塑
Title: Self-Construction of Corporate Overseas Image: A Corpus-Based Study on the English Translation of Huawei’s 2023 Annual Report
Abstract: The construction of a corporate overseas image is a complex process of cross-cultural communication, where the translation of corporate texts serves as a crucial medium for self-image projection. Grounded in Norman Fairclough’s Critical Discourse Analysis and employing corpus-based methods, this study examines the linguistic features and corresponding corporate image characteristics of the English translation of Huawei’s 2023 Annual Report, with a focus on high-frequency words, keywords, and the use of modal verbs. The findings reveal that the English translation of Huawei’s annual report projects an image of technological advance, pragmatism, and approachability, while simultaneously exhibiting traits of ethnocentrism, exclusivity and power-narrative. This study highlights the significant role of translated texts in shaping corporate overseas images and provides theoretical and practical insights for Chinese enterprises pursuing internationalization strategies.
Keywords: English translation of Huawei’s 2023 Annual Report；corporate overseas image；critical discourse analysis；self-construction
[1] 周宇健（Zhou Yujian），西南交通大学硕士研究生，研究方向：语料库批评翻译学、比较文学与跨文化研究。电邮：yujian_zhou@my.swjtu.edu.cn。
DOWNLOAD PDF
