De Westernizing Communication Research Altering Questions and Changing Frameworks 1st Edition by Georgette Wang 0415575451 9780415575454

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ISBN 10: 0415575451 

ISBN 13: 9780415575454

Author: Georgette Wang

The rise of postmodern theories and pluralist thinking has paved the way for multicultural approaches to communication studies and now is the time for decentralization, de-Westernization, and differentiation. This trend is reflected in the increasing number of communication journals with a national or regional focus. Alongside this proliferation of research output from outside of the mainstream West, there is a growing discontent with communication theories being “Westerncentric”. Compared with earlier works that questioned the need to distinguish between the Western and the non-Western, and to build “Asian” communication theories, there seems to be greater assertiveness and determination in searching for and developing theoretical frameworks and paradigms that take consideration of, and therefore are more relevant to, the cultural context in which research is accomplished. This path-breaking book moves beyond critiquing “Westerncentrism” in media and communication studies by examining where Eurocentrism has come from, how is it reflected in the study of media and communication, what the barriers and solutions to de-centralizing the production of theories are, and what is called for in order to establish Asian communication theories.

Table of contents:

Chapter 1: Beyond de-Westernizing communication research: an introduction
The Problem and its Contributing Factors
Tackling the “how-to” Issue: The Promises of Focusing on the Particular
Tackling the “how to” Issue: Problems with Cultural Specificity and the Universal Universality Alternative
Opportunities, Limitations, and Implications for Future Research
Changing Questions and Altering Frameworks
Acknowledgement
References

Part A: Eurocentrism in communication research – the problem and its contributing factors

Chapter 2: De-Westernizing communication: strategies for neutralizing cultural myths
The Myths of Westernity
Individualism is the Highest form of Human Expression
The Mastery over Nature makes you more Advanced
Philosophy is the Contribution of one People, the Europeans
References

Chapter 3: Emerging global divides in media and communication theory: European universalism versus non-Western reactions
European Universalism
Non-Western Reactions
East–West Communication Divides
Critique and Response
Conclusions
Acknowledgment
Notes
References

Chapter 4: Globalizing media and communication studies: thoughts on the translocal and the modern
Translocalism and Global Communication Studies
Towards a “multiple-modernities” perspective
References

Chapter 5: Orientalism, Occidentalism and communication research
Orientalism, Occidentalism and Communication Research
Knowledge, Power, Orientalism and Occidentalism
Encountering the West
Occidentalism and Orientalism: where does the Difference Lie?
Occidentalism and Communication Research in the Non-Mainstream West
Acknowledgements
Notes
References

Part B: The promises of focusing on the particular

Chapter 6: “De-Westernizing” communication studies in Chinese societies?
Introduction
“Western” Dominance and “De-Westernization” in Social Studies
Dominance of the Positivist Paradigm
Communication studies in Chinese societies
De-Westernizing or Cross-Referencing the West?
Conclusion
Notes
References

Chapter 7: To Westernize or not – that’s NOT the question
An Alternative Conception of Context
To go Beyond the Search for Rules
References

Chapter 8: Pitfalls of cross-cultural analysis – Chinese wenyi film and melodrama
Cross-Cultural Reading Politics
Film Studies and Chinese Film Historiography
Melodrama Meets Chinese Wenyi Pictures
Comparing Wenyi and Melodrama: a Tentative Conclusion
Acknowledgments
References

Part C: From cultural specificity to cultural generality – the possibility of universal universality

Chapter 9: The geography of theory and the place of knowledge: pivots, peripheries and waiting rooms
The Modern and the Western: Colonialism, Time and Contingency
Modernity, Faith and Secularisation
Modernity and its Moving Centre: The Constitution of Peripheries
The Philosophy of History: The Consequences of Hegel and the Problems of Area Studies
Re-Locating the West
Provincialising Europe: The Question of Reciprocity
The Fictive Ethnicity of the West
De-Mythologizing the Modern: Planet Mestize8
De-Westernisation and the Problem of Occidentalism
Anthropologising Media Studies
Notes
References

Chapter 10: Journeys to the West – The Making of Asian Modernities
Monkey Business
Varieties of Modernity
Incursions
Modalities of Empire
Tales from Two Cities
National Constructions
The Ascent of Money
Modernity in Crisis
Contesting Modernity
References

Chapter 11: Moving beyond the dichotomy of communication studies: boundary wisdom as the key
Introduction
Paradigmatic Assumptions
Potential Problems of Dichotomy
The Concept of Face
The Applicability of Survey Research Method
My Points of View
Conclusion
Acknowledgements
References

Chapter 12: Beyond ethnocentrism in communication theory: towards a culture-centric approach
Culture in Communication Theory
Pitfalls of the Ethnocentric Paradigm
Towards a Culture-Centric Approach
Conclusions
Acknowledgment
Note
References

Chapter 13: Reconceptualizing de-Westernization: science of meaning as an alternative
The Scope of Universality: from Culture System to Knowledge System
What is the Science of Meaning?
The Concrete Content of a Science of Meaning
The Analytical Strategy of the Science of Meaning
Conclusion
Notes
References

Part D: Opportunities, limitations, and implications for future research

Chapter 14: Whither Eurocentrism? Media, culture and nativism in our time
I
II
III
IV
Notes
References

Chapter 15: The production of Asian theories of communication: contexts and challenges
Acknowledgements
References

Chapter 16: The definition and types of alternative discourses
Introduction
The Call for Alternative Discourses
The Nationalization of the Social Sciences
The Indigenization of the Social Sciences
The Definition of Alternative Discourses
Developing Alternative Discourses
Local Method and Theories Applied to Local Reality
Application of Local and Western Theory to Local Reality
Application of Western and Non-Western Theory to Local Reality
Application of Non-Western Theory to Local Reality
Locally Generated Universal Theory
Conclusion
Notes
References

Chapter 17: After the fall of the Tower of Babel: culture-commensurability as a point of departure
Moving beyond de-Westernization: What comes before cross-cultural adaptation?
Understanding, interpretation, and translation
Challenges to the task of interpretation
Types of incommensurabilities
Commonality, Compatibility and Commensurability
Commensurability vs. incommensurability as symbiotic forces
From Incommensurability to Commensurability
Commensurable Universality
Looking beyond Eurocentrism and de-Westernization
Acknowledgments
Notes
References

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Tags: Georgette Wang, Communication, Research, Altering