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標題: | 隱喻分析:以亞馬遜公司致股東報告書為例 Metaphor Analysis of Letters to Shareholders: A Case Study of Amazon.com |
作者: | Wei-Hsing Kuo 郭瑋星 |
指導教授: | 林嬋娟(Chan-Jane Lin) |
關鍵字: | 概念隱喻,亞馬遜公司,致股東報告書,文字分析, Conceptual Metaphor,Amazon.com,Letter to Shareholders,Textual Analysis, |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 本文應用隱喻分析於亞馬遜公司1997年至2018年之致股東報告書,旨在探討創辦人貝佐斯如何透過隱喻描述其公司營運。所謂概念隱喻通常抽象概念的具體對比,藉此也透露出作者之隱含寓意。本文辨認出33種不同的主要概念隱喻,可分為與企業主題相關及與實體經驗相關。本文亦發現貝佐斯在隱喻的使用密度上約為每百個字就有十個字帶有隱喻的意象,而在隱喻的多樣性上則為每年約使用70%所辨認出的概念隱喻。本文最後檢視最頻繁被使用的隱喻,並發現有關「建造」的隱喻在企業草創期最為常見,具體對比相關的主要隱喻在過了五到十年後才開始增加,而「旅行」的隱喻則為近年來最常見的隱喻。本文藉隱喻分析,提供會計學研究在語意面向的文字探討。 This study applies metaphor analysis to the letters to shareholders of Amazon.com from 1997 to 2018, aiming at understanding how Jeff Bezos, the founder and CEO, explains his business with conceptual metaphors. A conceptual metaphor usually provides more concrete analogies to abstract concepts, from which the writer’s conceptualization of ideas is revealed. This study identifies 33 distinct prevailing metaphors, consisting of business-related metaphors and physical experience-related metaphors. This study also finds that the density of metaphor usage is around 10 words per hundred words and that the diversity of metaphor usage is around 70% of the identified distinct metaphors. Further examination of the most frequent metaphors shows that “construction” is the most prevalent theme at the beginning of the business, followed by concrete analogies of primary metaphors after 5 to 10 years and then “journey” up until recently. This study sheds new light on the accounting research by analyzing texts from a semantic perspective. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/62572 |
DOI: | 10.6342/NTU202000691 |
全文授權: | 有償授權 |
顯示於系所單位: | 會計學系 |
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