Beyond De-westernizing Communication Research: An Introduction / Georgette Wang --eurocentrism In Communication Research: The Problem And Its Contributing Factors: De-westernizing Communication: Strategies For Neutralizing Cultural Myths / Molefi Kete Asante -- Emerging Global Divides In Media And Communication Theory: European Universalism Versus Non-western Reactions / Shelton Gunaratne -- Globalizing Media And Communication Studies: Thoughts On The Translocal And The Modern / Marwan Kraidy -- Orientalism, Occidentalism And Communication Research /georgette Wang -- The Promises Of Focusing On The Particular De-westernizing Communication Studies In Chinese Societies / Paul S.n. Lee -- To Westernize Or Not: That's Not The Question / Wei-wen Chung -- Pitfalls Of Cross-cultural Analysis: Chinese Wenyi Film And Melodrama Emilie / Yueh-yu Yeh -- From Cultural Specificity To Cultural Generality: The Possibility Of Universal Universality -- The Geography Of Theory And The Place Of Knowledge: Pivots, Peripheries And Waiting Rooms / David Morley -- Journeys To The West: The Making Of Asian Modernities / Graham Murdock -- Beyond The Dichotomy Of Communication Studies / Guo-ming Chen -- Beyond Ethnocentrism In Communication Theory: Towards A Culture-centric Approach / Eddie C. Y. Kuo And Han Ei Chew --deconceptualizing De-westernization: Science Of Meaning As An Alternative / Yaly Chao -- Opportunities, Limitations, And Implications For Future Research: Whither Eurocentrism Media, Culture And Nativism In Our Time / Gholam Khiabany -- The Production Of Asian Theories Of Communication: Contexts And Challenges / Wimal Dissanayake -- The Definition And Types Of Alternative Discourses / Syed Farid Alatas -- After The Fall Of The Tower Of Babel: Culture-commensurability As A Point Of Departure / Georgette Wang. Edited By Georgette Wang. Includes Bibliographical References And Index.