On the Construction of Indigenous Chinese Communication Theories: An Analysis of the Cultural Roots

This study aims to look into the cultural roots in the active construction of indigenous Chinese communication theories. Theoretically guided by the paradigmatic cultural assumptions between China and the West and the Chinese cultural discourse system and research, and via qualitative content analysis, this study has found: First, there are three general categories of indigenous Chinese communication theories: (a) tapping the essence of the traditional Chinese culture embedded in terms, concepts and events, (b) visualizing and modeling the Chinese cultural factors like wind, grass, and water, and (c) integrating the advantages of Chinese and Western cultures, with each category illustrated by three representative samples. Second, the three categories are the three adopted approaches to fulfilling the three goals of the Chinese cultural discourse system and three missions of the Chinese cultural discourse research. The findings can bring about complimentary and mutual benefits to the communication studies within China and beyond.