本文通过对约瑟夫·斯特劳巴哈教授的学术访谈,探讨全球媒介研究如何立足于金砖国家媒体发展经验,并实现理论范式与方法论创新。具体来说,斯特劳巴哈教授最早基于巴西经验而提出“文化接近性”与“多层次文化认同”概念作为批判“文化帝国主义”的理论工具,一面主张在理论上对“全球本土化”做批判性继承,强调受众的区域、地方层次文化认同对文化产品流动的影响力;一面主张在方法上重视开展质化的受众研究,充分认识民族志访谈与家庭史研究作为受众研究方法的重要价值。而在实践领域,依据上述理论对金砖国家媒体做定性的跨文化比较,将为学者理解中国的跨文化传播与软实力提升路径,提供新的研究视野。 This essay, based on the academic interviews with Professor Joseph Strawlaw, explores how global media research is based on the experience of BRICS media development and realizes theoretical paradigm and methodology innovation. Specifically, Professor Strawbak first put forward the concept of “cultural proximity” and “multilevel cultural identity” as a theoretical tool for criticizing “cultural imperialism” based on the experience of Brazil while advocating that in theory On the “global localization” to do a critical inheritance, emphasizing the audience’s regional and local cultural identity on the flow of cultural products influence; one advocate the methodological emphasis on quality of the audience research, fully understand the ethnography interview with Family history research as an important method of audience research. In the field of practice, based on the above theory, a qualitative cross-cultural comparison of BRICS media will provide a new perspective for scholars to understand China’s path of cross-cultural communication and soft power improvement.