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1、上市企业年报多模态人际意义构建分析与评价-->CHAPTERONEINTRODUCTION1.1ResearchBackgroundAnnualreportsarenotonlyapany’sunicationtoolforapanytoobtaininvestmentandtrustfromstakeholders.Today,thepositionofanARismuchmorethanpresentingplainostofARsfromfortune500,thereexistsagreatnumberofARsposedofpicturesan
2、dgeometricdesignsincolorbesidelanguage.Thoughitisrequiredbyjurisdictions(suchasSecuritiesandExchangesmission)todisclosetheiractivitiesandfinancialperformancetoacertaindegree,paniescanfurnishtheirannualreportsericanlinguistHarrisproposedtheneethodologiesfordiscourseanalysis.Throug
3、hagreatamountofempiricalstudies,theyanalyzetheinnerrulesofdiscourseactivitiesandtherelationshipbetodes(Zhu,2003)In1990s,folloentofinformationtechnology,MultimodalDiscourseAnalysis(MDA)emergedandattractedscholars’attention.Asitisdifferentfromtraditionaldiscourseanalysis,MDAprovide
4、samethodologytostudymeaningconstructionnotonlyfromtheperspectiveoflanguagebutalsoimages,sound,color,animation,etc.InbusinessEnglish,MDAhasbeenappliedinmanyareassuchasadvertisementandnestronglyrelatedtoARis“investorrelations”(IR).AresearchcarriedoutbyAssociationforInvestmentManage
5、mentandResearch(AIMR)indicatesthat,amongthetoolsthatpaniesemployinfinancialmunication,ARsrankatthetopofthelistintermsofthefrequencyused,accountingfor76%ofthetoolsused.AIMRalsofoundthatinvestorstendtoemployARs,teleconferencesandannualmeetingstosatisfytheirneedforpanymanagementinfo
6、rmation.Previousstudiesshoportantroleininvestorrelationsmanagement(IRM).RichardB.Higgins(2000),theauthorofBestPracticesinGlobalInvestorRelations,proposedthemodelofStrategicCredibilitytomeasuretheeffectofinvestorrelations.StrategicCredibilityreferstohoodelmainlyconsistsof4determin
7、ants,namely(1)apany’sstrategiccapability,(2)pastcorporateperformance,(3)thecredibilityofafirm’stopmanagementteam,mostnotablythechiefexecutiveofficer,and(4)municationofcorporatestrategytokeystakeholders.Toagreatext-->ent,ARsshouldmeetthecriteriaofthismodeltofullyoptimizeitsfunctio
8、n......................CHAPTERTultimodal
