企業責任與環境風險溝通：企業網站環境訊息內容與修辭語藝分析

Abstract

本研究以內容分析及語藝分析，剖析企業網站如何溝通環境責任訊息。內容分析447家大企業網站，278個網站呈現了環境保護相關資訊。網站呈現最多的環境訊息主題為氣候變遷，提到最多的利害關係人為員工，網站的背景顏色以綠色及藍色為最多，多數網站皆說明企業對環境的已改善作為。語藝分析指出，商業的修辭不再是企業網站的主要論述，企業網站喜歡使用數字與證據說話，採用較為積極的論述，如環境競爭修辭。企業善用顏色符號來反映了「眼見為憑」烏托邦敘事，也會透過永續、使命與任務式的修辭，建構企業的環境責任。

From the perspective of corporate risk communication, this study explored the corporate websites how to communicate the environmental message and social responsibility information. A total of 447 corporate websites in 2016 were content analyzed. The study found that 278 corporate websites presented the environment message. Corporate websites liked to present the theme of “climate change” of environmental message. The stakeholder mainly mentioned in the environmental message was “Employee”. The background colors of corporate websites were based on green and blue. Most of corporate websites were able to illustrate the “has done” message of corporate environmental protection behavior. The rhetoric analysis pointed out that commercial rhetoric is no longer the main discourse on corporate websites. Corporate websites liked to use “numbers” & “evidence” rhetoric, “advocacy” rhetoric, and “competition” rhetoric to show their active behavior of protecting environment. Corporate websites adopted the color symbols to reflect the Utopia narrative of “seeing is believing”, and also used the “sustainability” and “mission” rhetoric to construct corporate environmental responsibility.