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Mass Communication and Media play an integral part in modern societies. This publication reflects on fundamental theoretical works and recent key texts from different backgrounds such as political analysis, feminism, media studies or Cultural Theory. It is designed as a workbook in European-Chinese intercultural studies. Therefore thorough descriptions of the texts in Chinese language are backed up by additional information and questions to ponder to deepen the understanding. This book is part of the series "interKULTUR European-Chinese intercultural Studies" which consists of teaching material for intercultural studies in higher education and research results of such studies.

Winner of ABC's award for Distinguished Publication for 2006 This book explores effective written communication across cultures both theoretically and practically. Specifically it conceptualizes cross-cultural genre study and compares English and Chinese business writing collected from Australia, New Zealand and China. It is also one of those inspired by contrastive rhetoric but has contributed innovatively and uniquely by incorporating research findings from genre analysis, in particular, the sociocognitive genre perspective into this cross-cultural study. On the one hand, the endeavor represents an in-depth theoretical exploration by considering not only discourse community and cognitive structuring, but also the deep semantics of genre and intertextuality, while broadening genre study by integrating insights from cross-cultural communication as well as the Chinese perspectives. On the other hand, the book also addresses pragmatic issues. As a particular feature, it solicits professional members' intercultural viewpoints; thus confirming the shared social "stock of knowledge" employed in the culturally defined writing conventions. Last but not least, this book explores the implications for genre education and training, and develops an appropriate model for cross-cultural genre learning, which encourages learning through legitimate peripheral participation and intercultural learning in business organizations.

List of figures -- Preface -- Acknowledgements -- Notes on transliteration and bibliography -- Introduction : rethinking "the West" -- King Mu (Mu Tianzi) and the journey to the West -- "illusionary" and "realistic" geographies -- Easternizing the West, Westernizing the East -- Chaos and the West -- "Western Territories" (Xiyu), India, and "South Sea" (Nanhai) -- Beyond the seas : other kingdoms and other materials -- Islands, intermediaries, and "Europeanization" -- Conclusion : towards other perspectives of the other -- Postscript -- Notes -- Glossary -- Bibliography -- Index.