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。

By interviewing with Professor Joseph D. Straubhaar, this article discusses how global media research can achieve its’ theoretical and methodological innovations in view of the development experiences of BRICS media. 'Cultural proximity’ and ‘multilayered cultural identity’ are two key concepts raised by Prof. Straubhaar to criticize ‘cultural imperialism’ based on the Brazilian reality. Theoretically, these two concepts intend to inherit the main ideas of globalization critically, emphasizing the significant influence of audience’ cultural identity on regional/local level to cultural production’s global flow. Methodologically, the two concepts attempt to highlight the position of qualitative method such as ethnographic interview and family history in audience research. Finally, the two aspects of innovations will make scholars better understand how to raise China’s soft power and intercultural communication ability trough the cross-cultural comparison among BRICS media.