Dr. Feng Jieyun from SIS gave lecture entitled “Media discourse and CSR in multinational enterprise"
On Jan. 8th, 2014, at Ningyuan 424, Department of Marketing held the last academic lecture in this semester during the final. The lecturer is Dr. Feng Jieyun from School of International Studies. Dr. Feng Jieyun received Ph.D at Hong Kong Polytechnic University and is now Associate Professor at Department of Business English of School of International Studies, the deputy director of the Institute of International Business English, editorial board member at Chinese discourse studies and also reviewer at Asian Journal of Communication, Asian ESP and China's social linguistics. Dr. Feng has published several papers on the Class A journal Tourism Tribune, a book Post-Olympics Beijing cultural capital and the city's image and his paper Image Perception of Beijing as Tourism Destination won 2011 China's Tourism Research Conference outstanding paper award.
The lecture is entitled “Media discourse and CSR in multinational enterprise - A case study of Apple’s after-sales service dispute”. This article adopts the perspective of discourse analysis, explains media discourse and CSR problem in multinational enterprise through the case of Apple’s after-sales service dispute by studying the netizen’s view about the incident through their online posts and how these opinions vary with the development of events. Discourse Analysis is a new angle of view and means to teachers at Department of Marketing and the lecture is very instructive. In the meantime, topics about CSR, cross-cultural communication and advertising have high overlaps with research interests of our teachers. After the meeting, both the lecturer and participants agreed that campus academic communication of this kind is very necessary and helpful to learn from each other and make progress together.