การลดทอนและรื้อความเป็นตะวันตกด้านการสื่อสารศึกษา: การสำรวจและการวิเคราะห์

Abstract

                   The research entitled De-Westernization: A Survey and Analytics employs a qualitative research method-documentary research. This study aims to: 
                   (1) survey the academic discourse of communication and media studies;
                   (2) fleshout the idea of de-Westernization in four dimensions: the subject of study, the body of evidence, and analytical frameworks (theoretical and methodological perspectives) and academic cultures;
                   (3) study the relationship between the de-Westernization concepts and the potential paradigms, theories and communication education in the future.

                   The results reveal that the fieldof communication and media studies has a distinctive Western and particularly Anglo-American accent and Eurocentrism as it has emerged out of the convergence of theories and questions rooted in the social science tradition in the West. Moreover, the de-Westernization concepts is widely accepted among both Western and non-Western scholars regardless of their specialties or methodological orientation in the discipline of communication as well as the human sciences. The scholars raise concern about the hegemony of Eurocentrism and, hence, attempt to de-Westernize theory and research. This has led to calls for Afrocentric, Asiacentric and Geocultural theories as well.
                   There is a paradigm and epistemic shift from ideas of parochialism or Eurocentrism which have long definedworld-wide research. Finally, Wang’s C/I model (which ideas has been borrowed from hermeneutic interpretations, the Kuhnian notion of incommensurability, and the Chinese yin/yang world view) is discussed as a key to overcome difficulies of incorporating and debating ideas across knowledge paradigm.