新媒体时代跨文化传播的全球伦理构建
Global ethic construction of transcultural communication in a new media age

摘 要： 当代的跨文化传播存在着传播格局上的非正当性、传播指向上的强私利性、传播效果上的非合理性等偏失，其全球伦理的构建势在必行。跨文化传播全球伦理最重要的一般性伦理原则应是善意原则与公平原则，其传播主体的伦理责任，主要应包括珍重生命、反对暴力，诚实守信、宽容互重文，共存共荣、和平自由的文化伦理责任，以及公利为先、私利为后的社会伦理责任；其传播行为的伦理规范，主要应包含行为目的的规范、行为本身的伦理规范、行为效果的伦理评估。
Abstract: Contemporary transcultural communication has experienced deflections including non-legitimacy of communication pattern, severe self-interest of communication direction and irrationality of communication effect. It is, therefore, imperative for us to build global ethic. Of the global ethic in transcultural communication, the most significant general ethical principle should be good-will principle and justice principle. And the ethnic responsibility of the communication subject consists of cultural ethnic responsibility featuring cherishing life and fighting against violence, and social ethnic responsibility featuring giving priority to public interest rather than private interest. What is more, the ethnic regulation of communication behavior mainly contains regulation of its purpose, ethic regulation of the behavior itself, and the ethical evaluation of its effect