This article puts forward the thesis that in the age of multiculturalism, global communication is rooted in cross-cultural understanding as shown in McLuhan's late communication theory. The American philosopher Ernest Fenollosa went to Japan during the Meiji Restoration when it started in earnest full-scale Westernization. He became fascinated with the poetics of sinography manifested in etymosinology. Etymosinology reveals the depth of the Sinic cultural soul, which is this-worldly, practical, concrete and specific. Sinism (i.e. Confucianism, Daoism and Chan/Zen Buddhism) is a (...) species of relational ontology which is predicated upon the conception of reality as social process. This social process is always already embodied. With the aid of Merleau-Ponty's phenomenology of embodiment, I critically explore and examine the connection between embodiment and `new media' theory. (shrink)