汪　琪

华人从事跨文化传播研究三十余年来，传播的大环境丕变；跟随变化而来的，是在全球化趋势下各个国家愈加密切的关系，以及生活在不同文化中的人们在经贸、艺文、教育与学术各个层面愈加密切的交流。换言之，我们比以往更需要了解其他文化，以及跨越文化的交流与传播活动。在此前提之下，新学刊的出版无疑是华人学界一个重要的里程碑。

但是新学刊要达成的任务是否仅仅在于秉持过去的方向，刊载更多研究论文？近年来值得我们特别注意的一个发展趋势，是大环境改变之余，研究者对于“跨文化传播”意义的诠释以及研究的方向旨趣也都有了改变。不可否认的是，跨文化传播研究虽然面对多元文化的现实，它的源起却在欧西，因此承袭了西方的辩证思考典范与观察角度。随着非西方学者加入跨文化传播研究的行列，这种西方文化对于研究本身所带来的影响与限制也开始受到批评；许多学者认为，“觉醒”的意义在发展亚洲的甚至本土的典范、观点与研究旨趣。本学刊以“中国”标志“跨文化传播研究”显然有着上述的意涵。

事实上，华人学者所面对的挑战，还不只是区辨出跨文化传播理论中所蕴含的西方观点，坚守“本土”。因为将一切事事物物机械式地对立起来，正是传统上西方观察世界的方法。如果由易经来看华人的思维方式，那么所有的差异未必都是对立或是一成不变的，而是万事万物在无所不“变”的世界中，不断展现分合异同的态势。换言之，我们未必能够截然区分文化在人身上所反映出来的特质并勾勒出这些特质的影响。在阴阳的典范下，我们要做的不是证明不同文化族群在特定议题上相同或不相同，而是要剖析他们在变动中展现出来的特殊型态，以及经由不断交流之后，如何呈现雷同与迥异之处交缠的情形。此时要问的，不是“是否”（whether）同或不同或“有何”（what）同与不同，而是“如何”（how）同与不同，以及这同与不同彼此间如何相生相长、相冲相荡。

学刊的编辑与出版是学界中人俱知的艰巨任务，但是学刊对于学术发展的影响却也是无可否认的。“中国跨文化传播”学刊因此不会也不应该只是又一个发表园地。已故香港学者张佩瑶曾经说过，“中国性”（Chineseness）是需要不断被定义的。而如何鼓励华人学者重拾主体性、适切地诠释“中国性”，并且在跨文化传播的论述中充分展现出来，正是我对这本学刊的期待。

作者简介

汪琪，台湾政治大学传播学院终身荣誉讲座教授。早年在媒体工作，取得美国南伊利诺伊大学博士学位后，在美国东西文化中心传播研究所担任研究员。1982年回到台湾，先后担任政治大学新闻系教授、系主任，中正大学电讯传播研究所教授、所长、社会科学院院长，交通大学传播研究所讲座教授，香港浸会大学传理学院讲座教授、院长，以及新加坡南洋理工大学黄金辉传播与讯息学院黄金辉讲座客座教授。

除了新传播科技的影响与政策，汪教授的研究兴趣主要在文化与传播的关连，包括早期的跨文化传播以及晚近的媒介全球化现象；近年对于传播研究与理论本土化的关注，也可以视为是上述兴趣的延伸。汪教授曾获得台湾“国科会”“杰出研究奖”，与2011年度由Asian Media and Information Centre（AMIC）颁发的“亚洲传播奖”（Asian Communication A-ward）。

Wang Qihua has been engaged in cross-cultural communication research for more than 30 years, and the general environment of communication has changed; Along with the changes are the closer relations between various countries under the trend of globalization, and the closer exchanges between people living in different cultures at the economic, trade, art, education and academic levels. In other words, more than ever, we need to understand other cultures, as well as cross-cultural communication and communication activities. Under this premise, the publication of the new journal is undoubtedly an important milestone in the Chinese academic community. But is the task of the new journal simply to publish more research papers in the direction of the past? A development trend that deserves our special attention in recent years is that in addition to changes in the general environment, researchers' interpretation of the meaning of "cross-cultural communication" and the direction of research have also changed. It is undeniable that although cross-cultural communication research faces the reality of multiculturalism, its origin lies in Europe and the West, so it inherits the Western dialectical thinking model and observation angle. As non-Western scholars joined the ranks of cross-cultural communication studies, the influence and limitations of this Western culture on the research itself began to be criticized; Many scholars believe that the meaning of "awakening" is to develop Asian and even indigenous models, perspectives, and research interests. The journal uses the "China" symbol "Cross-cultural Communication Research" to clearly have the above meaning. In fact, the challenge for Chinese scholars is not only to distinguish the Western perspective contained in cross-cultural communication theory and adhere to "local". Because mechanically opposing everything is the traditional Western way of looking at the world. If we look at the Chinese way of thinking from the I Ching, then all differences are not necessarily opposites or immutable, but everything is constantly showing similarities and differences in a world that is "changing" everywhere. In other words, we may not be able to distinguish the qualities that culture reflects in people and outline the impact of these qualities. In the paradigm of yin and yang, what we need to do is not to prove that different cultural groups are the same or different on specific issues, but to analyze the special patterns they exhibit in the midst of change, and how they present similarities and differences as a result of continuous exchange. The question to be asked at this point is not whether "whether" is the same or different or "what" is the same or different, but the "how" is the same and the different, and how the same and the different grow and conflict with each other. Editing and publishing academic journals is a well-known and arduous task in the academic community, but the impact of academic journals on academic development is also undeniable. Therefore, the journal "Cross-Cultural Communication in China" will not and should not be just another publishing ground. The late Hong Kong scholar Zhang Peiyao once said that "Chineseness" needs to be constantly defined. How to encourage Chinese scholars to regain their subjectivity, appropriately interpret "Chineseness", and fully display it in the discourse of cross-cultural communication is exactly what I expect from this academic journal. About the author Wang Qi is a tenured honorary professor at the School of Communication, National Chengchi University, Taiwan. After receiving his Ph.D. from Southern Illinois University, he worked as a researcher at the Institute of Communication at the East-West Cultural Center. After returning to Taiwan in 1982, he successively served as Professor and Head of the Department of Journalism at Chengchi University, Professor and Director of the Institute of Telecommunications and Communication of Chung Cheng University, Dean of the Faculty of Social Sciences, Chair Professor of the Institute of Communication of Chiao Tung University, Chair Professor and Dean of the School of Communication of Hong Kong Baptist University, and Visiting Professor of the Wong Fai Wong Fai School of Communication and Information at Nanyang Technological University, Singapore. In addition to the impact and policy of new communication technologies, Professor Wang's research interests mainly focus on the relationship between culture and communication, including early cross-cultural communication and the recent phenomenon of media globalization. Recent attention to communication studies and the localization of theory can also be seen as an extension of these interests. Professor Wang received the "Outstanding Research Award" from Taiwan's National Science Council and the Asian Communication A-ward Award from the Asian Media and Information Centre (AMIC) in 2011.（AI翻译）