本文提供了社群媒體情境下有關賦名策略的新見解。賦名過程對於那些試圖與利益相關者取得共識、促進行動的公司管理者和政府官員而言非常重要。數字化媒介及其相關制度安排，比如Facebook，WeChat，Twitter等在提供全新溝通環境的同時，也對行動者話語表達和深度文化認知帶來新的挑戰。以美國總統川普的推文為研究對象，我們描述了社群媒體情境下的四大賦名策略，它們分別是風格化、論證化、同一化和聯結化。同時，我們也發現在不同的話語主題諸如政治、社會、經濟、國家安全、外交和媒體等情境下，上述賦名策略之組合呈現出差異性。

This article offers a new understanding of the framing as a discourse strategy in social media. Framing is important not just to managers and executives, but also to state officials who around the world are struggling to communicate policies to build consensus and mobilize action. The trend towards an open and digital world not only brings further new challenges to this framing process taking place in such social media as Facebook, WeChat, and Twitter but also brings new challenges to the process of actors’ discourse expression and deep cultural cognition. Based on the case study of President Trump, we identify four types of framing in the social media context, which includes Stylization, Argumentation, Consensualization, and Connection. We show that framing on Tweets is likely moderated by various policy issues ranging from, politics, society, economy, security, diplomacy, to media.

ABSTRACT
Table of Contents
1. INTRODUCTION 1
2. LITERATURE REVIEW 3
2.1 Framing Process 3
2.2 Digital Social Media 6
3. METHOD 9
3.1 Research Design and Setting 9
3.2 Data Collection 10
3.3 Data Analysis 13
4. FINDINGS 20
4.1 Framing Process in Social Media 20
4.2 Performances of Framing under Disparate Discourse Topics 28
5. DISCUSSION AND CONCLUSION 32
5.1 Theoretical Implications 32
5.2 Managerial Implications 34
5.3 Limitations and Future Research 36
REFERENCES 38
APPENDIX 45

Albu, O. B., & Etter, M. 2016. Hypertextuality and social media: A study of the constitutive and paradoxical implications of organizational Twitter use. Management Communication Quarterly, 30(1): 5-31.
Ali, S. R., & Fahmy, S. 2013. Gatekeeping and citizen journalism: The use of social media during the recent uprisings in Iran, Egypt, and Libya. Media, War & Conflict, 6(1): 55-69.
Antaki, C., & Widdicombe, S. 1998. Identities in talk. Thousand Oaks, CA: SAGE Publishing.
Bennett, W. L., & Segerberg, A. 2012. The logic of connective action: Digital media and the personalization of contentious politics. Information, Communication & Society, 15(5): 739-768.
Bitektine, A., & Haack, P. 2015. The “macro” and the “micro” of legitimacy: Toward a multilevel theory of the legitimacy process. Academy of Management Review, 40(1): 49-75.
Boje, D. M. 2008. Storytelling organizations. Thousand Oaks, CA: SAGE Publishing.
Boudes, T., & Laroche, H. 2009. Taking off the heat: Narrative sensemaking in post-crisis inquiry reports. Organization Studies, 30(4): 377-396.
Bucy, E. P., & Newhagen, J. E. 1999. The emotional appropriateness heuristic: Processing televised presidential reactions to the news. Journal of Communication, 49(4): 59-79.
Burke, K. 1969. A rhetoric of motives. Oakland, CA: University of California Press.
Castelló, I., Etter, M., & Årup Nielsen, F. 2016. Strategies of legitimacy through social media: The networked strategy. Journal of Management Studies, 53(3): 402-432.
Charmaz, K. 2014. Constructing grounded theory. Thousand Oaks, CA: SAGE Publishing.
Clarke, J. S., Cornelissen, J. P., & Healey, M. P. 2019. Actions speak louder than words: How figurative language and gesturing in entrepreneurial pitches influences investment judgments. Academy of Management Journal, 62(2): 335-360.
Clarke, J. S., Llewellyn, N., Cornelissen, J., & Viney, R. Gesture analysis and organizational research: The development and application of a protocol for naturalistic settings. Organizational Research Methods, in press.
Cornelissen, J. P. 2005. Beyond compare: Metaphor in organization theory. Academy of Management Review, 30(4): 751-764.

Cornelissen, J. P., & Clarke, J. S. 2010. Imagining and rationalizing opportunities: Inductive reasoning and the creation and justification of new ventures. Academy of Management Review, 35(4): 539-557.
Cornelissen, J. P., & Werner, M. D. 2014. Putting framing in perspective: A review of framing and frame analysis across the management and organizational literature. Academy of Management Annals, 8(1): 181-235.
Cornelissen, J. P., Durand, R., Fiss, P. C., Lammers, J. C., & Vaara, E. 2015. Putting communication front and center in institutional theory and analysis. Academy of Management Review, 40(1): 10-27.
Couldry, N. 2008. Mediatization or mediation? Alternative understandings of the emergent space of digital storytelling. New Media & Society, 10(3): 373-391.
Couldry, N. 2012. Media, society, world: Social theory and digital media practice. Cambridge, England: Polity.
Creed, W. D., Langstraat, J. A., & Scully, M. A. 2002. A picture of the frame: Frame analysis as technique and as politics. Organizational Research Methods, 5(1): 34-55.
Czarniawska, B. 1997. Narrating the organization: Dramas of institutional identity. Chicago, IL: University of Chicago Press.
Czarniawska, B. 2004. Narratives in social science research. Thousand Oaks, CA: SAGE Publishing.
Davis, G. F. 2016. Can an economy survive without corporations? Technology and robust organizational alternatives. Academy of Management Perspectives, 30(2): 129-140.
Dawes, R. M., & Hastie, R. 2010. Rational choice in an uncertain world: The psychology of judgment and decision making. Thousand Oaks, CA: SAGE Publishing.
Deephouse, D. L., Bundy, J., Tost, L. P., & Suchman, M. C. 2017. Organizational legitimacy: Six key questions. The SAGE Handbook of Organizational Institutionalism, 4(2): 27-54.
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J., & Van Wijk, R. 2007. Why pass on viral messages? Because they connect emotionally. Business Horizons, 50(4): 291-304.
Eisenhardt, K. M., & Graebner, M. E. 2007. Theory building from cases: Opportunities and challenges. Academy of Management Journal, 50(1): 25-32.
Featherstone, M. 2000. Archiving cultures. The British Journal of Sociology, 51(1): 161-184.
Fiss, P. C., & Hirsch, P. M. 2005. The discourse of globalization: Framing and sensemaking of an emerging concept. American Sociological Review, 70(1): 29-52.
Gabriel, Y. 2000. Storytelling in organizations: Facts, fictions, and fantasies. Oxford, England: Oxford University Press.
Garud, R., Schildt, H. A., & Lant, T. K. 2014. Entrepreneurial storytelling, future expectations, and the paradox of legitimacy. Organization Science, 25(5): 1479-1492.
Gioia, D. A., Corley, K. G., & Hamilton, A. L. 2013. Seeking qualitative rigor in inductive research: Notes on the Gioia methodology. Organizational Research Methods, 16(1): 15-31.
Glaser, B., & Strauss, A. 1967. The discovery of grounded theory. London: Weidenfield & Nicolson.
Gray, B., Purdy, J. M., & Ansari, S. 2015. From interactions to institutions: Microprocesses of framing and mechanisms for the structuring of institutional fields. Academy of Management Review, 40(1): 115-143.
Grodal, S. 2018. Field expansion and contraction: How communities shape social and symbolic boundaries. Administrative Science Quarterly, 63(4): 783-818.
Hampton, K. N., Goulet, L. S., Rainie, L., & Purcell, K. 2011. Social networking sites and our lives, Pew Internet & American Life Project. Washington, DC: Pew Research Center.
Hardy, C., & Maguire, S. 2010. Discourse, field-configuring events, and change in organizations and institutional fields: Narratives of DDT and the Stockholm Convention. Academy of Management Journal, 53(6): 1365-1392.
Hargadon, A. B., & Douglas, Y. 2001. When innovations meet institutions: Edison and the design of the electric light. Administrative Science Quarterly, 46(3): 476-501.
Haslam, S. A., Cornelissen, J. P., & Werner, M. D. 2017. Metatheories and metaphors of organizational identity: Integrating social constructionist, social identity, and social actor perspectives within a social interactionist model. International Journal of Management Reviews, 19(3): 318-336.
Heath, C., Bell, C., & Sternberg, E. 2001. Emotional selection in memes: the case of urban legends. Journal of Personality and Social Psychology, 81(6): 1028.
Hepp, A. 2012. Mediatization and the ‘molding force’of the media. Communications, 37(1): 1-28.
Hester, S., & Eglin, P. 1997. Culture in action: Studies in membership categorization analysis. Lanham, MD: University Press of America.
Hiatt, S. R., & Carlos, W. C. 2019. From farms to fuel tanks: Stakeholder framing contests and entrepreneurship in the emergent US biodiesel market. Strategic Management Journal, 40(6): 865-893.
Hinings, B., Gegenhuber, T., & Greenwood, R. 2018. Digital innovation and transformation: An institutional perspective. Information and Organization, 28(1): 52-61.
Hinings, B., & Meyer, R. E. 2018. Starting Points: Intellectual and institutional foundations of organization theory. Cambridge, England: Cambridge University Press.
Hirst, M. 2012. One tweet does not a revolution make: Technological determinism, media and social change. Global Media Journal-Australian Edition, 6(2): 1-11.
Hjarvard, S. 2004. From bricks to bytes: The mediatization of a global toy industry. Bristol, England: Intellect.
Hjarvard, S. 2005. Det selskabelige samfund (A Culture of Sociability). Frederiksberg, Denmark: Samfundslitteratur.
Hjarvard, S. 2008. The mediatization of religion: A theory of the media as agents of religious change. Northern Lights: Film & Media Studies Yearbook, 6(1): 9-26.
Huy, Q. N., Corley, K. G., & Kraatz, M. S. 2014. From support to mutiny: Shifting legitimacy judgments and emotional reactions impacting the implementation of radical change. Academy of Management Journal, 57(6): 1650-1680.
Jamieson, K. H. 1988. Eloquence in an electronic age: The transformation of political speechmaking. Oxford, England: Oxford University Press.
Jenkins, H., & Deuze, M. 2008. Convergence Culture. Thousand Oaks, CA: SAGE Publishing.
Jenkins, H. 2009. Confronting the challenges of participatory culture: Media education for the 21st century. Cambridge, MA: The MIT Press.
Jones, C., & Livne‐Tarandach, R. 2008. Designing a frame: Rhetorical strategies of architects. Journal of Organizational Behavior, 29(8):1075-1099.
Krotz, F. 2009. Mediatization: A concept with which to grasp media and societal change. In K. Lundby (Eds.), Mediatization: Concept, changes, consequences: 21-40. Pieterlen, Switzerland: Peter Lang.
LaMarre, H. L., & Suzuki-Lambrecht, Y. 2013. Tweeting democracy? Examining Twitter as an online public relations strategy for congressional campaigns’. Public Relations Review, 39(4): 360-368.
Lang, A., Dhillon, K., & Dong, Q. 1995. The effects of emotional arousal and valence on television viewers’ cognitive capacity and memory. Journal of Broadcasting & Electronic Media, 39(3): 313-327.
Langer, A. I. 2007. A historical exploration of the personalisation of politics in the print media: The British Prime Ministers (1945-1999). Parliamentary Affairs, 60(3): 371-387.
Langer, A. I. 2010. The politicization of private persona: Exceptional leaders or the new rule? The case of the United Kingdom and the Blair effect. The International Journal of Press/Politics, 15(1): 60-76.
Lasswell, H. D. 1948. The structure and function of communication in society. The Communication of Ideas, 37(1): 136-139.
Lawrence, T. B., Phillips, N., & Hardy, C. 1999. Watching whale watching: Exploring the discursive foundations of collaborative relationships. The Journal of Applied Behavioral Science, 35(4): 479-502.
Lazarsfeld, P. F., & Merton, R. K. 1948. Mass communication, popular taste and organized social action. Indianapolis, IN: Bobbs-Merrill Company.
Levenshus, A. 2010. Online relationship management in a presidential campaign: A case study of the Obama campaign's management of its internet-integrated grassroots effort. Journal of Public Relations Research, 22(3): 313-335.
Lounsbury, M., & Glynn, M. A. 2001. Cultural entrepreneurship: Stories, legitimacy, and the acquisition of resources. Strategic Management Journal, 22(6-7): 545-564.
Lounsbury, M. 2007. A tale of two cities: Competing logics and practice variation in the professionalizing of mutual funds. Academy of Management Journal, 50(2): 289-307.
Mantere, S., & Ketokivi, M. 2013. Reasoning in organization science. Academy of Management Review, 38(1): 70-89.
Nabi, R. L., Moyer-Gusé, E., & Byrne, S. 2007. All joking aside: A serious investigation into the persuasive effect of funny social issue messages. Communication Monographs, 74(1): 29-54.
Ocasio, W. 1997. Towards an attention‐based view of the firm. Strategic Management Journal, 18(S1): 187-206.
Orlikowski, W. J., & Scott, S. V. 2014. What happens when evaluation goes online? Exploring apparatuses of valuation in the travel sector. Organization Science, 25(3): 868-891.
Papacharissi, Z., & de Fatima Oliveira, M. 2012. Affective news and networked publics: The rhythms of news storytelling on# Egypt. Journal of Communication, 62(2): 266-282.
Pettigrew, A. M. 1990. Longitudinal field research on change: Theory and practice. Organization Science, 1(3): 267-292.
Pfeffer, J., Zorbach, T., & Carley, K. M. 2014. Understanding online firestorms: Negative word-of-mouth dynamics in social media networks. Journal of Marketing Communications, 20(1-2): 117-128.
Phillips, N., Lawrence, T. B., & Hardy, C. 2004. Discourse and institutions. Academy of Management Review, 29(4): 635-652.
Purdy, J., Ansari, S., & Gray, B. 2019. Are logics enough? Framing as an alternative tool for understanding institutional meaning making. Journal of Management Inquiry, 28(4): 409-419.
Rimé, B. 2009. Emotion elicits the social sharing of emotion: Theory and empirical review. Emotion Review, 1(1): 60-85.
Scheufele, D. A. 1999. Framing as a theory of media effects. Journal of Communication, 49(1): 103-122.
Strauss, A., & Corbin, J. 1994. Grounded Theory Methodology. Handbook of Qualitative Research, 17(1): 273-285.
Strauss, A., & Corbin, J. 1998. Basics of qualitative research techniques. Thousand Oaks, CA: SAGE Publishing.
Suddaby, R., & Greenwood, R. 2005. Rhetorical strategies of legitimacy. Administrative Science Quarterly, 50(1): 35-67.
Suddaby, R. 2006. From the editors: What grounded theory is not. Academy of Management Journal, 49(4): 633-642.
Suddaby, R., Foster, W. M., & Mills, A. J. 2014. Historical institutionalism. In M. Bucheli, & R. D. Wadhwani (Eds.), Organizations in time: History, theory, methods: 100-123. Oxford, England: Oxford University Press.
Thornton, P., Ocasio, W., & Lounsbury, M. 2012. The institutional logics perspective: A new approach to culture, structure, and process. Oxford, England: Oxford University Press.
Thornton, P. H., & Ocasio, W. 1999. Institutional logics and the historical contingency of power in organizations: Executive succession in the higher education publishing industry, 1958–1990. American Journal of Sociology, 105(3): 801-843.
Thornton, P. H. 2004. Markets from culture: Institutional logics and organizational decisions in higher education publishing. Redwood City, CA: Stanford University Press.
Thornton, P. H., & Ocasio, W. 2008. Institutional logics. The Sage Handbook of Organizational Institutionalism, 840: 99-128.
Turkle, S. E. 2007. Evocative objects: Things we think with. Cambridge, MA: The MIT Press.
Vaara, E., & Tienar, J. 2008. A discursive perspective on legitimation strategies in multinational corporations. Academy of Management Review, 33(4): 985-993.
Vaara, E., & Monin, P. 2010. A recursive perspective on discursive legitimation and organizational action in mergers and acquisitions. Organization Science, 21(1): 3-22.
Van Leeuwen, T. 2008. Discourse and practice: New tools for critical discourse analysis. Oxford, England: Oxford University Press.
Voronov, M., & Vince, R. 2012. Integrating emotions into the analysis of institutional work. Academy of Management Review, 37(1): 58-81.
Weinberg, B. D., & Williams, C. B. 2006. The 2004 US Presidential campaign: Impact of hybrid offline and online ‘meetup’communities. Journal of Direct, Data and Digital Marketing Practice, 8(1): 46-57.
Wenzel, M., & Koch, J. 2018. Strategy as staged performance: A critical discursive perspective on keynote speeches as a genre of strategic communication. Strategic Management Journal, 39(3): 639-663.
Wry, T., Lounsbury, M., & Glynn, M. A. 2011. Legitimating nascent collective identities: Coordinating cultural entrepreneurship. Organization Science, 22(2): 449-463.
Yates, J., & Orlikowski, W. J. 1992. Genres of organizational communication: A structurational approach to studying communication and media. Academy of Management Review, 17(2): 299-326.
Yin, R. K. 2003. Case study research: Design and methods. Thousand Oaks, CA: SAGE Publishing.
Zhu, D. H., & Westphal, J. D. 2011. Misperceiving the beliefs of others: How pluralistic ignorance contributes to the persistence of positive security analyst reactions to the adoption of stock repurchase plans. Organization Science, 22(4): 869-886.
Zilber, T. B. 2016. How institutional logics matter: A bottom-up exploration. In J. Gehman, M. Lounsbury, & R. Greenwood (Eds.), How institutions matter!: 137-155. Bingley, England: Emerald Group Publishing Limited.