首先，《跨文化交際學(xué)教程》的編寫依據(jù)堅實(shí)的理論基礎(chǔ)。其中很多內(nèi)容都是作者在閱讀大量的學(xué)術(shù)著作的基礎(chǔ)上經(jīng)過調(diào)查研究撰寫而成的。各個章節(jié)的安排注重文化的對比分析，這是依據(jù)Landis&Brislin的跨文化培養(yǎng)方式的理論而設(shè)計的。學(xué)生通過對比分析，能夠更深入地了解文化差異，從而積極提高跨文化交際意識和能力。
跨文化交際學(xué)這門課程日益受到外語教育界的重視。近年來，有關(guān)跨文化交際學(xué)的教材、著述也日益增多。本書是作者在廣泛研究眾多國內(nèi)外論述后，并且在完成本科、研究生八輪跨文化交際學(xué)課程教學(xué)基礎(chǔ)上編寫而成的，在編寫中注重自身的特色。
首先，本書的編寫依據(jù)堅實(shí)的理論基礎(chǔ)。其中很多內(nèi)容都是作者在閱讀大量的學(xué)術(shù)著作的基礎(chǔ)上經(jīng)過調(diào)查研究撰寫而成的。各個章節(jié)的安排注重文化的對比分析，這是依據(jù)Landis&Brislin的跨文化培養(yǎng)方式的理論而設(shè)計的。學(xué)生通過對比分析，能夠更深入地了解文化差異，從而積極提高跨文化交際意識和能力。
其次，本書的內(nèi)容安排循序漸進(jìn)，從理論到實(shí)踐。前四章側(cè)重理論基礎(chǔ)、文化與語言的研究；五至八章側(cè)重文化與言語行為、非言語行為的研究及性別研究，并探討了如何培養(yǎng)跨文化交際的能力；后三章探討了跨文化交際在全球化態(tài)勢下與貿(mào)易、旅游以及教育的關(guān)系。
另外，本書的練習(xí)內(nèi)容豐富，在考查學(xué)生對各章節(jié)知識掌握熟練程度的同時，通過小組活動培養(yǎng)學(xué)生的自學(xué)能力；練習(xí)中提供了與各章節(jié)知識緊密相關(guān)的網(wǎng)址，拓展了學(xué)生自學(xué)的空間；其中的Case study和Attribution training能夠在提高學(xué)生學(xué)習(xí)興趣的同時培養(yǎng)跨文化交際能力；每個章節(jié)都有參考課外書目的建議，利于學(xué)生拓展學(xué)習(xí)。
華中科技大學(xué)出版社楊鷗老師在本教程的編寫中給予了大力支持，在此向她表示感謝。
Chapter One Introduction
1. What Is Culture？
1. The definition of culture
2. The features of culture
2. Intercultural Communication
1. Definition and forms of intercultural communication
2. The development of intercultural communication
3. The Importance of Intercultural Communication
1. The economic imperative
2. The technological imperative
3. The self awareness imperative
4. The ethical imperative
5. The peace Imperative
6. The imperative of appreciating other cultures
Chapter Two Words and Culture
1. Types of Meanings of a Word
1. Connotative meaning
2. Stylistic meaning
3. Affective meaning
4. Collocative meaning
2. Words Different in Denotation in Two Cultures
1. A term in one language that does not have a counterpart in another ..
2. Seemingly same words take on different denotations
3. The same denotation is expressed in different semantic fields
3. Words Different in Connotation in Two Cultures
1. Colors
2. Animals
3. Numbers
Chapter Three Idioms and Culture
l. Definition and Features of Idiom
2. Equivalent Idioms
3. Half Equivalent Idioms
4. Seemingly Equivalent Idioms
5. Non-equivalent Idioms
1. Literature
2. Mythology
3. Religion
4. Sports
5. Social life
Chapter Four Fundamental Theories
1. Hall s High-Context and Low-Context Communication
2. Hofstede s Value Dimensions
1. Individualism and collectivism
2. High and low uncertainty avoidance
3. High and low power distance
4. Masculinity and femininity
3. Kluckhohn et al. s Value Orientations
1. Time orientation： past——present—— future
2. Activity orientation： being —— being-in-becoming —— doing
3. Relational （social） orientation： hierarchical —— collateral —— individualistic
4. Person-nature orientation： mastery —— harmonious —— submissive
5. Human nature orientation： good —— mixed —— evil
4. Kaplan s Cultural Thought Patterns
Chapter Five Verbal Communication and Culture
1. Addressing
1. Definition and classification of addressing
2. Strategies of addressing and cultural differences
2. Invitation
1. Invitation in speech form
2. Invitation in written form
3. Compliment
1. Compliment across cultures
2. Lexical and syntactic structures of English compliment
3. Comparison on compliments between Chinese and English
4. Apology
1. The definition of apology
2. Strategies of apology
3. Comparison on apology between Chinese and English
5. Presenting Thanks
1. Frequency of presenting thanks
2. Ways of presenting thanks
3. Responses to thanks
6. Greeting and Parting
1. Greeting
2. Parting
Chapter Six Nonverbal Communication and Culture
1. A Brief Introduction on Nonverbal Commtmication
1. Definition
2. Classification of nonverbal communication behaviors
3. Functions of nonverbal communication behaviors
2. Oculesics （ Eye Contact）
1. Functions of eye contact
2. Cross-cultural study
3. Gesture and Posture
1. Classification of gesture and posture
2. Cross-cultural study
4. Proxemics （Space）
1. Hall s space theory
2. Cross-cultural study
35. Haptics （Touch）
1. Classification of touch
2. Cross-cultural study
6. Chronemics （Time）
1. Hall s classification
2. Cross-cultural study
Chapter Seven Gender Study
1. The Study of Gender Differences
1. Gender and sex
2. The study of gender differences
2. Gender and Verbal Communication
1. Difference in phonology
2. Difference in morphology and vocabulary
3. Difference in intonation
4. Different requirement for politeness
5. Difference in topics
6. Difference in language style
7. Difference in pitch
8. Difference in vocal segregates ，
3. Gender and Nonverbal Communication
1. Oculesics （Eye Contact）
2. Gesture and posture
3. Proxemics （Space）
4. Haptics （Touch）
5. Chronemics （Time）
4. Summary
Chapter Eight Becoming Competent in Intercultural Communication
1. Managing Intercultural Conflicts
1. Types of conflicts
2. Potential problems in intercultural communication
3. Managing conflicts effectively
2. Cultivating Cultural Awareness
1. Levels of cross-cultml awareness
2. Approaches to cross-cultural training
3. Building Competence in Intercultural Communication
Chapter Nine Intercultural Communication and Business
1. Communication Challenges in Business Setting
1. Work-related values
2. Communication styles
2. Intercultural Negotiation
1. Negotiation process
2. Negotiating successfully
3. Business Etiquette and Protocol
1. Appointment seeking and business meeting
2. Greeting etiquette and nonverbal behaviors
3. Giving gifts
4. Dining etiquette
5. Dressing etiquette
Chapter Ten Intercultural Communication and Tourism
1. Communication Challenges in Tourism Contexts
1. Social norms
2. Culture shock
3. Language and food challenge
2. Intercultural Communication and Tourism
1. Relationship between hosts and tourists
2. Characteristics of tourist-host encounters
3. Relationship between tourism and culture
3. How to Be a Good Intercultural Tourist
1. Be a responsible eco-tourist
2. Get well-prepared before departure
Chapter Eleven Intercultural Communication and Education ..
1. The Popularity of International Education
2. Intercultural Communication in Educational Settings
1. Roles for teachers and students
2. Grading and power
3. Admissions， affirmative action， and standardized tests
3. Other Issues and International Education
1. Communication， education， and cultural identity
2. Social issues and education
Keys to Exercises
References
Culture is a complicated notion. According to He et al. （2004:18）, there are morethan one hundred definitions offered by researchers, from different perspectives. To namejust a few of them, such as Halls definition: "For anthropologists, culture has long stoodfor the way of life of a people, for the stun of their learned behavior patterns, attitudes,and material things. " （ Hall 1959:43 ）. Hoebel and Frost （ 1976:6 ） defme it as an"integrated system of learned behavior patterns which are characteristic of the members ofa society and which are not the result of biological inheritance".
Samovar et al. （2000:36） define culture as:
We define culture as the deposit of knowledge, experience, beliefs, values, actions, attitudes,
meanings, hierarchies, religion, notions of time, roles, spatial relations, concepts of the
universe, and artifacts acquired by a group of people in the course of generations through
individual and group striving.
From the above definitions, we reach such a conclusion that culture can be broadenough to cover everything, or so narrow to cover only certain regions. This is bestrepresented in Scollon & Scollons definition （2000:126）. According to them, culture canbe divided into high culture （narrow sense） and anthropological culture （broad sense）.
High culture focuses on intellectual and artistic achievements. One might speak of acity as having a great deal of culture because there were many art exhibits, concertperformances, and public lectures. Or we might speak of a particular period in history,such as the Elizabethan period of England, as a high point in Eng
ish culture because of thegreat number of musicians and poets of that time whose works we still revere. The Tang period in Chinese history is generally regarded as a period of high culture as well.
Anthropological culture refers to any of the customs, world view, language, kinshipsystem, social organization, and other taken-for-granted day-to-day practices of a peoplewhich set that group apart from other groups as a distinctive group. By using the anthropological sense of the word "culture", we mean to consider any aspect of the ideas, communications, or behaviors of a group of people which gives them a distinctive identity and which is used to organize their internal sense of cohesion and membership.
In studies of intercultural communication, our concern is not with high culture, but with anthropological culture. Culture contains art, politics, economics, education, literature, language, and thought etc.
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