创业型企业话语框架策略与合法性构建:基于成长阶段的纵向案例分析

网络信息时代的组织话语能够以较低的成本迅速传播,是创业型企业在资源局限、时间紧迫情况下实现合法化的重要工具。本研究以创业期的淘宝网（2003-2014年）为研究对象,基于其代表性广告话语,尝试刻画、剖析组织合法性的话语构建过程。基于系统功能语法与系统图像语法的多模态话语分析显示,创业型企业在初创期主要运用发挥话语框架策略构建基本的实用合法性与道德合法性,在快速扩张阶段同时运用发挥与延伸策略进一步维护、增强这两种合法性,在稳定成长期则综合运用延伸、桥接与转变策略重点构建道德合法性与认知合法性。从企业成长阶段来看,话语框架策略与组织合法性之间呈现出协同演进关系。本研究通过跨学科理论与方法丰富了关于话语与组织合法性动态关系的研究,同时为创业型企业的合法性构建带来实践启示。

Discursive Framing Strategy and Legitimacy Construction in Entrepreneurial Firms: A Longitudinal Case Study

Constructing legitimacy is important in particular for entrepreneurial firms; and discourse, as an active organizational tool, is one of the effective ways to construct legitimacy. This study conducts a longitudinal case study on Taobao, a typical entrepreneurial firm in China, and analyzes its mutlimodal advertising discourses from 2003 to 2017 with systematic functional grammar and systematic image grammar. The study discloses the relationship between discursive framing strategy and legitimacy construction at different stages of entrepreneurial firms as follows:a) at the initial stage, amplification strategy is mainly used to construct pragmatic and moral legitimacy; b) at the rapid expansion stage, both amplification and extension strategies are used to further strengthen pragmatic and moral legitimacy; and c) at the stable growth stage, extension, bridging and transformation strategies are integrated to construct moral and cognitive legitimacy. Moreover, seen in the long run, organizational discursive framing strategy co-evolves with organizational legitimacy. By using cross-disciplinary theories and methods, this paper enriches our understanding about the relationship between disconrse and organizational legitimacy and discourse and provides insights for the discursive construction of entrepreneurial legitimacy.