Drawing on diverse cultural perspectives, Shi-xu critiques ethnocentrism in discourse studies in terms of its intellectual and cultural consequences. Further, he outlines a culturally pluralist stance that advocates the construction of theory and use of methodology from an innovative position in-between Eastern and Western cultures. In addition, he proposes a set of practical research strategies, illustrated by a number of culturally wide-ranging discourses, to send out a call to discourse analysts who want to look beyond familiar approaches for a culturally diversified and critical form of discourse research relevant to contemporary globalised realities.