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The Absence of Subject Consciousness in Institutional Image Communication and Its Reconstruction: A Case Study on the Red Cross Crisis in the “GUO Mei-mei Scandal”
Author(s): 
Pages: 118-123+155
Year: Issue:  5
Journal: Journal of East China Normal University(Philosophy and Social Sciences)

Keyword:  institutional imagesubject consciousnessnon-target recipient;
Abstract: An effective speech act involves both the element of speaking and that of listening,while"listening"is related to not only the behavior of the listener,but also the speaker’s paying attention to the listener’s voice. Furthermore,there are two types of listeners,that is,direct "target recipients"and indirect"non-target recipients". In the"GUO Mei-mei scandal",the Red Cross ignored its own subject position as a"non-target recipient". It failed to listen effectively,so that it couldn’t speak directly,effectively,or immediately. This resulted in a gradual collapse of Red Cross’ s image. Therefore,we should set up some NGO"green groups",which pay attention to public life,public security and public interests,and help institutions listen and speak effectively.
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