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Preface 1

Part One Theoretical Considerations 7

Reconstructing Humanistic and Stylistic Traditions in Chinese Rhetoric—A Contrastive Approach Gu Yueguo 7

Reality Set, Discourse Analysis, and Discourse with a Capital D —The Rectification of Names in Discourse and Critical Discourse Analysis Ron Scollon 39

The Structure of Culture and Intercultural Communication Studies—Some Critical Comments He Minzhi 53

Revisiting Cultural Relativism in Our Global Village Lin Dajin 80

Analysis of Intercultural Encounters and Miscommunication Wu Cuiyu 91

The Tao and Qi of Intercultural Communication Competence Gao Yihong 118

Communication Industries: Opportunities and Challenges on a Global Scale Zhang Yonghua 144

Insider and Outsider in Intercultural Research Chen Xiangming 185

Part Two Language and Culture 207

A Tentative Comparison of First Naming Between Chinese and American English Du Xuezeng 207

The Cultural Implication of the Chinese Cuisine Naming Wang Fengxin 220

Cultural Connotation of Animal Words in English and Chinese Chen Dezhang 234

Branding Culturally: An Intercultural Communication Viewpoint Li Zhenyi 248

Culture as Social Discourse—A Comparison of Two Volvo Advertisements Zhang Chaoyi 264

English Idioms—A Mirror Reflecting British Culture Ping Hong and Zhang Guoyang 280

Expressions of Social Interaction in Chinese and Arabic—A Comparative Approach Zhu Licai 296

Indirectness Revisited—On the Communicative Style in Two Types of Chinese Letters Hu Wenzhong 315

Part Three Cultural Differences in Discoures and Communicative Style 315

Cultural Characteristics of Indirectness Bi Jiwan 335

Politeness in Correspondence Discourse—A Contrastive Study Liu Dailin 356

Biased Discourse in Contrastive Rhetorical Study Li Zhanzi 370

Part Four International Business and Organizations 393

International Organizations: Their Communication and Language Aspects Hu Gengshen 393

Naming and Framing Jane Orton 410

Problem-Solving vs. Relation-Building: Frame Analysis of a Negotiation between Americans and Japanese Yoshiko Nakano 435

What Professional Communicators Say about Organizational Creativity: Lessons from Hong Kong Richard A. Ruidl 453

Cross-Cultural Influence on Management of Multinational Corporations Kong Ying 488

Interpersonal Relationship and Intercultural Communication: East and West Jia Yuxin 505

Part Five Value Differences 505

The Influence of Cultural Individualism-Collectivism and Self Construals on Hong Kong People s Style of Acquiring Information in Initial Encounters Feng Qi 523

Asian Values Revisited in the Context of Intercultural News Communication Xu Xiaoge 543

Part Six English as an International Language 561

English as a Language for International Communication: An Asian Perspective Nobuyuki Honna 561

Sociolinguistic Situation in Singapore Tina Tajima 584

The Linguistic and Cultural Division of Englishness in English as an International Language Wang Zhixin 596

Part Seven Intercultural Communication Publications, etc. 619

A New Phase in Comparative Culture Studies—A Review of Recently Published Intercultural Communication Works He Daokuan 619

Intercultural Communication on the Internet—The How s and Why s of China s Voice on the Internet Li Zhan 633