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.