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
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