ABSTRACT
In recent years the age-old concerns over the applicability of imported analytical frameworks, the lack of indigenous perspective in conceptualizing research questions, and the absence of home-grown theories (Dissanayake, 1988; Miike, 2007; Kim, 2007, 2009 Gunaratne, 2007) in media and communication research have been fueled by the criticism of scientism, universalism and Eurocentrism (Wallerstein, 2006; Giddens, 1990) in the humanities and social sciences. Asian cultures have become testing grounds for American theories, Miike warns, as Eurocentrism has led to structural and systematic preferences of methods and theories of Western origin (Miike, 2003, p. 244).
