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This article problematizes the Eurocentric structure of communicative knowledge and advocates the legitimacy of Asiacentricity in Asian communication studies. The first section of the article re-articulates the nature and intersection of humanity, cultural particularities, and communication. The second section then addresses Eurocentrism as ideologies of totalization and trivialization. The third section clarifies the metatheoretical notion of Asiacentricity and argues for its intellectual necessity. The present article finally envisions five ways in which Asiacentricity de-Westernizes communication scholarship. Asiacentricity (1) generates theoretical knowledge that corresponds to Asian communication discourse, (2) focuses on the multiplicity and complexity of Asian communicative experience, (3) reflexively constitutes and critically transforms Asian communication discourse, (4) theorizes how universal aspects of humanity are expressed and understood in Asian cultural particularities, and (5) critiques Eurocentric biases in theory and research and helps Asian researchers overcome academic dependency. [ABSTRACT FROM AUTHOR]

Communications scholars have been challenging the universality of Eurocentric scholarship, which they argue to be a form of intellectual imperialism imposing its provincial ideals and masquerading these as universal. As an answer to Eurocentricity, Asiacentricity proposes to place Asian values and ideals at the center of inquiry to see Asian phenomena from the standpoint of Asians as subjects and agents. This article critiques this Asiacentric agenda and critically examines the implications and premises of this paradigm. It suggests instead that a culture-centric paradigm be adopted to avoid an Asian version of the Eurocentricity crisis. The article advocates the adoption of a more harmonious perspective in light of the convergence of global cultures and calls for approaching research deficiencies as a global community of communication scholars rather than one divided along ethnic fault lines. The culture-centric approach is proposed as a meta-theory that is non-polarizing by nature through its placement of culture at the center of inquiry. To avoid the creation of polarity, culture-centricity seeks to encompass the contradictions and ambivalences as well as other diverse cultural representations. This article argues for a non-polarizing approach so that communication scholars can theorize without ideological bias or artificial boundaries created by arbitrary definitions of what constitutes East or West. [ABSTRACT FROM AUTHOR]

This paper shows the situation and position of Asian communication research in international communication study field through analyzing the quantity and distribution of International Communication Association's members in Asia, the time-changes of communication scholars from Asian countries who attend the annual meeting of International Communication Association, and the searching results in the four journals published by International Communication Association via the key words as Asia and Asian countries. The paper provides analysis and research of the background and academic ecological condition to communication study's Asian perspective and forecasts the future of communication study from Asian perspective. [ABSTRACT FROM AUTHOR]