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Establishing the On-limits Ken：Restructuring of the Communication Studies WU Yu-min1

创建开放的知识平台（代序） 吴予敏1

第一辑 传播理论·传播史3

论传播与人的反思性 吴予敏3

Communication and Human Reflexivity WU Yu-min3

Communication Theories·History of Communication3

麦克卢汉的遗产——超越现代思维定势的后现代思维 何道宽22

Legacy of McLuhan HE Dao-kuan22

中文传播的媒介权力及其观念的演变 吴予敏32

The Ideas of Media Power in Chinese Communication WU Yu-min32

Communication and National Development in the Globalization Era WU Yu-min49

全球化时代的传播与国家发展 吴予敏49

My Tentative Analysis of Modern China s Movie Culture Media YOU Jian-xi64

近代中国电影文化传播刍议 游建西64

现代中国面向农民办报第一人——张雪岩和《田家》半月报 欧阳康80

The Fore-runner Who Ran the First Peasant Newspaper in Modern Chinese History OUYANG Kang80

传播学在旅游研究领域中的应用 李蕾蕾88

On the Application of Communication Studies to the Tourism Development LI Lei-lei88

第二辑 媒介研究103

媒介即是文化——麦克卢汉媒介理论批评 何道宽103

Studies of Media103

Media Mean Culture：A Critique of McLuhan Media Theory HE Dao-kuan103

变革中的中国电视体制和电视文化 吴予敏117

On The Change of Chinese Television System and Culture WU Yu-min117

报纸媒体网络化初探 陈静诗139

On the Networking of the Newspaper Medium CHEN Jing-shi139

媒体经济——一个新的研究领域 李新立150

Media Economics as a Research Field LI Xin-li150

Audience Rating in the Medium of TV LIU Qing-mian166

浅谈电视传媒的“收视率” 刘庆年166

Studies of Advertising and Brand175

Internationalization and Localization：Development of China s Advertising WU Yu-min175

广告发展两面观：国际化与本土化——兼论中国广告在全球经济时代的发展症结 吴予敏175

第三辑 广告与品牌研究175

The Trend of China s Advertising in 2001 YU Ming-yang186

2001中国广告大趋势 余明阳186

The Appeal and Effect of Advertisements WANG Xiao-hua193

广告诉求与广告效果 王晓华193

From Selling to Marketing：an Account of A Basic Proposition LI Xin-li201

从销售到营销：基本命题的阐述 李新立201

An Evaluation Model of Brand Extension YU Ming-yang209

品牌延伸的评估模型 余明阳209

My First Inquiry into the Strategy of Communication the Image of a Tourist Spot LI Lei-lei257

旅游地形象的传播策略初探 李蕾蕾257

Inter-cultural Communication and Cultural Studies271

Sustainable-Development-Oriented Concept of Designing and the Local Cultural Spirit TIAN Shao-xu271

可持续发展的设计观与本土文化精神 田少煦271

第四辑 文化研究·跨文化传播271

Cultures and Religions RUAN Wei277

文化与宗教 阮炜277

Civilizations and Sub-civilizations RUAN Wei291

文明与亚文明 阮炜291

A Combination of Taoist Tradition and Modern nature in ZHENG Guan-ying s Ideology of Learning from the West YOU Jian-xi308

论郑观应“学务”思想中道家传统性与近代性的二重结合 游建西308

Chinese Legacy for This Eventful World：Harmony Allowing Diversity HE Dao-kuan325

和而不同息纷争——全球化进程中的救世良方 何道宽325

The Research Fields and the Concern for Current Reality in Trans-cultural Media WU Yu-min340

跨文化传播的研究领域与现实关切 吴予敏340

Characteristics of the High-context Chinese Culture：Its Change in Contemporary China LIU Yin-kai352

汉语文化的“高环境”特征及其在当代中国的变化 刘英凯352

Different Use of Metaphors in Chinese and Western Works and Their Socio-cultural Origins LIU Ying-kai363

中西作品中比喻差异及其社会文化成因 刘英凯363

The Concept and Awareness of Identity QIAN Chao-ying376

身份概念与身份意识 钱超英376

A Journey of Imagination QIAN Chao-ying387

想象的旅程——关于华人移民文学在一个英语主流社会传播命运的案例性考察 钱超英387

Intercultural Communication and Its Influence on the Local Cultural Identity of Tourist Spots LI Lei-lei408

跨文化传播及其对旅游目的地地方文化认同的影响 李蕾蕾408

An Analysis of the Formation and Negative Influencing Elements of the Master Mentality of Shenzhen s New Immigrants WANG Xiao-hua417

深圳新移民“主人心态”的形成及影响因素分析 王晓华417

Build a Principle Culture by Transcending Immitation Wu Jun-zhong436

超越参照，建设主体文化 吴俊忠436

The Building of Advanced Culture and Ethics in Shenzhen：Its Chief Channels and Development Orientation Wu Jun-zhong448

深圳精神文化建设的主要途径与发展方向 吴俊忠448

About the Authors459

本书作者简介459