| Along with the development of economy,the problem of environment deterioration becomes more serious than before.As the main components of Corporate Social Responsibility Report(CSRR),Corporate Environmental Responsibility Report(CERR)raises public’s concerns gradually.Similar to CSRR,CERR has a profound impact on public,both for corporate image and public’s evaluation of the corporation.In order to reveal corporates’ ideology of environmental protection,this thesis selects Volkswagen(VW)seven-year’s(2009-2015)CERRs as example to further studyits real ideology behind these CERRs.By virtue of Fairclough’s three dimensional analytical framework of CDA,this study analyzes VW’s CERRs form the perspective of Ecolinguistics.This thesis makes a descriptive and interpretive analysis of VW’s CERRs from three dimensions,discourse analysis,discursive practice and social practice.On the basis of summarizing the writing characteristics,it analyzes the writing effects of VW’s CERRs critically.Firstly,the linguistic features of VW’s CERRs are analyzed by describing lexical distribution,collocations and some grammatical categories.Secondly,it interprets the production mode of VW’s CERRs at the discursive practice dimension.Finally,based on the explanation of relevant social-economic factors,it elucidates how social-economic factors influence the formation of VW’s CERRs.On the basis of analyzing and summarizing VW’s CERRs,the research findings are as follows.First,VW prefers to produce its CERRs by those words related to environment.It also strengthens its ideology of environmental protection by specific lexical collocations.In addition,some grammatical categories are adopted to weaken the Group’s negative effects of environmental protection.Second,this study divides the production of VW’s CERRs into six stages.It interprets how VW transmits a positive ideology of undertaking environmental responsibility to public.By taking one of the CERR as example,it finds out that VW’s CERR is composed of seven parts,and each part is totally around environmental protection.Finally,it reveals VW’s true ideology of environmental protection by exploring the social-economic factors.It displays that VW’s activities of environmental protection mainly serve for its development.However,the Group’s real ideology of development is hidden in these CERRs successfully,and left a strong sense of environmental responsibility to public.The analysis of VW’s CERRs aims to reveal VW’s hidden ideology of environmental protection.Fairclough’s three dimensional analytical framework of CDA enriches the research method of CERRs.It also expands the application scope of CDA to a new field.It anticipates awakening corporations’ ideology of performing environmental responsibility,and making effective strategies of environmental protection in the course of development. |
