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A Pragmatic Study of Image Restoration via Corporate Apology in Chinese Internet Corporations

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  • Zhanghong Xu
  • Alan Yan

Abstract

With the booming of Chinese internet corporations, various wrongdoings have been frequently exposed to the public, which damages their corporate image. To face the challenge, these companies usually resort to apologies for image restoration. This study investigates how apology strategies are employed by Chinese internet corporations to restore image in the event of wrongdoings. Based on a self-built corpus and by means of textual analysis, we identified different apology strategies characterized by various linguistic features. The results show that “Illocutionary Force Indicating Devices (IFIDs)” and “damage repair” are two of the most frequently used move types which are normally marked by such key linguistic features as personal pronouns, modal verbs, performative verbs and intensifiers. It is also found that IFIDs, “giving account” and “admitting mistakes”, “offering repair” and “inviting further interaction” are often incorporated together to show the company’s sincere apologetic stance which contributes to the ultimate goal --- rebuilding corporate image and regaining the public’s trust. However, direct expressions of “asking for forgiveness” are seldom found in apologies crafted by Chinese internet corporations. This study on apologies in the domain of internet corporations is believed to shed light on research on corporate apology in particular and corporate image restoration in general.

Suggested Citation

  • Zhanghong Xu & Alan Yan, 2020. "A Pragmatic Study of Image Restoration via Corporate Apology in Chinese Internet Corporations," English Language Teaching, Canadian Center of Science and Education, vol. 13(6), pages 1-76, June.
    • Handle: RePEc:ibn:eltjnl:v:13:y:2020:i:6:p:76
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    References listed on IDEAS

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    1. ten Brinke, Leanne & Adams, Gabrielle S., 2015. "Saving face? When emotion displays during public apologies mitigate damage to organizational performance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 130(C), pages 1-12.
    2. Conklin, David W., 2005. "Cross-border mergers and acquisitions: a response to environmental transformation," Journal of World Business, Elsevier, vol. 40(1), pages 29-40, February.
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    Cited by:

    1. Ziyi Lan & Zhanghong Xu, 2023. "A Pragmatic Study of Strategies for Crisis Communication in the Announcements Made by Chinese Listed Pharmaceutical Enterprises," International Journal of English and Cultural Studies, Redfame publishing, vol. 6(1), pages 18-29, May.

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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