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上市企业年报多模态人际意义构建分析与评价--以医药行业年报为例

日期:2017-4-5作者:www.51lunwen.com编辑:vicky点击次数:134
销售价格:300元论文编号:lw201703311424209446论文字数:45625 
论文属性:硕士毕业论文论文地区:中国论文语种:English 

CHAPTER ONEINTRODUCTION


1.1 Research Background

Annual reports are not only a company’s window for stakeholders to interpret itsstate of operation but also serve as a significant external communication tool for acompany to obtain investment and trust from stakeholders. Today, thecompositionof an AR is much more than presenting plain words and tables. In most of ARs fromfortune 500, there exists a great number of ARs composed of pictures and geometricdesigns in color beside language. Though it is required by jurisdictions (such asSecurities and Exchanges Commission) to disclose their activities and financialperformance to a certain degree, companies can furnish their annual reports withwords polishing and visual designs.

Since American linguist Harris proposed the new research area - discourseanalysis in 1950s (Harris, 1952), discourse analysts have contributed great effort inproposing various theories and methodologies for discourse analysis. Through agreat amount of empirical studies, they analyze the inner rules of discourse activitiesand the relationship between people’s ideology and cognitive modes (Zhu, 2003) In1990s, following the development of information technology, Multimodal DiscourseAnalysis (MDA) emerged and attracted scholars’ attention. As it is different fromtraditional discourse analysis, MDA provides a methodology to study meaningconstruction not only from the perspective of language but also images, sound, color,animation, etc. In business English, MDA has been applied in many areas such asadvertisement and new product launching event. However, the application of it inannual reports is few and far between.

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1.2 Annual Reports and Investor Relations

Another term strongly related to AR is “investor relations” (IR). A research carriedout by Association for Investment Management and Research (AIMR) indicates that,among the tools that companies employ in financial communication, ARs rank at thetop of the list in terms of the frequency used, accounting for 76% of the tools used.AIMR also found that investors tend to employ ARs, teleconferences and annualmeetings to satisfy their need for company management information. Previousstudies show that ARs play an important role in investor relations management(IRM). Richard B. Higgins (2000), the author of Best Practices in Global InvestorRelations, proposed the model of Strategic Credibility to measure the effect ofinvestor relations. Strategic Credibility refers to how others view the company’soverall corporate strategy and its strategic planning capability. The model mainlyconsists of 4 determinants, namely (1) a company’s strategic capability, (2) pastcorporate performance, (3) the credibility of a firm’s top management team, mostnotably the chief executive officer, and (4) communication of corporate strategy tokey stakeholders. To a great ext


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