Modern Social Science Research
Modern Social Science Research. 2026; 6: (8) ; 10.12208/j.ssr.20260277 .
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天津外国语大学 天津
*通讯作者： 张欣欣,单位：天津外国语大学 天津; ；
在全球气候治理背景下，ESG报告已成为商业银行建构跨国身份的战略叙事场域。本研究构建“战略叙事-多模态话语分析”（SN-MDA）整合框架，以工商银行与摩根大通2024年英文可持续发展报告为语料，系统对比中外银行绿色叙事的多模态尺度分歧。研究发现：受国有产权与“协同转型场域”的双重制度驱动，中方机构倾向宏大叙事，依托地理语义锚定、不对称情态结构与高饱和度全景视觉彰显绝对行动规模；外方机构受制于市场分散产权与“反ESG政治压力”的双向夹击，收敛于微观防御叙事，聚焦相对效率指标、层级化弱情态与低饱和度数据图表。本研究揭示了双重制度压力对跨模态话语生成的深层塑造机制，为中国金融机构化解国际传播中的“话语折扣”、重构国际话语符号体系提供了实证依据与操作路径。
Against the backdrop of global climate governance, ESG reports have evolved into a strategic narrative arena for commercial banks to construct transnational identities. This study constructs a novel “Strategic Narrative-Multimodal Discourse Analysis” (SN-MDA) framework and uses ICBC’s and JPMorgan Chase’s 2024 English sustainability reports as polarized cases to systematically contrast their multimodal scale divergences. Driven by state ownership and a collaborative transition field, the Chinese institution favors a macro-narrative strategy manifested through geographical semantic anchoring, asymmetrical modality structures, and high-saturation panoramic visuals emphasizing absolute operational scale. Conversely, constrained by dispersed market ownership and anti-ESG political pressures, the U.S. institution converges on a micro-defensive narrative focused on relative efficiency, layered weak modality, and low-saturation data charts. This study uncovers how dual institutional pressures shape multimodal discourse generation, providing actionable pathways for Chinese financial institutions to mitigate discourse discounting in international communication.
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