企业技术文档中的身份建构话语分析——以苹果和华为手机产品信息为例

 借助与身份建构相关的话语实践类型，以苹果和华为手机产品说明文本为案例，对企业技术文档中身份建构的研究发现，两家企业在语体选择、语篇特征、断言类和宣告类言语、客户指称上具有一致性，均建构出了销售者和行业领军者的共性身份；在指令类言语和话语内容上存在差异，华为公司通过指令类言语凸显产品专家和操作指导者的特色身份，苹果公司则借助话语内容建构出环保主义者的个性身份。两者不同的身份建构都是为企业塑造形象、提升竞争力提供服务。

Identity Construction in Enterprise Technical Documents: A Discourse Analysis of Apple and Huawei Mobile Phone Information

 With the aid of discursive practice types related to identity construction,a case study of the product promotion information of Apple and Huawei mobile phones reveals that the two corporations are identical in stylistic choice,discourse features,assertive and declarative words,customer reference,and common identities constructed as sellers and industry leaders;they are different in directive words and content.While Huawei constructed a special identity as product expert by directives,Apple constructed a unique identity as environmentalist through content.The two different identity constructions both serve the purpose of enhancing the corporate images and their competitive strength.