关键词: 机构形象, 主体意识, 隐性目标对象

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.