| Acknowledgements | 第1-7页 |
| Abstract | 第7-8页 |
| 摘要 | 第8-11页 |
| List of Tables and Figures | 第11-12页 |
| Chapter one Introduction | 第12-19页 |
| ·Background of the study | 第12-16页 |
| ·The characteristics and structure of culture | 第12-14页 |
| ·Value and intercultural communication | 第14-16页 |
| ·Rationale of the study | 第16-17页 |
| ·Significance of the study | 第17页 |
| ·Organization of the chapters | 第17-19页 |
| Chapter Two Literature Review | 第19-27页 |
| ·Globalization | 第19-22页 |
| ·Globalization and American cultural imperialism | 第19-20页 |
| ·Modernization, globalization and consumer culture | 第20-21页 |
| ·The rise of consumerism after 1980s and its influence in China | 第21-22页 |
| ·The globalization as external shocks | 第22页 |
| ·The Chinese understanding of globalization | 第22-23页 |
| ·The Chinese attitudes toward globalization | 第23-24页 |
| ·The optimistic attitude | 第23页 |
| ·The pessimistic attitude | 第23-24页 |
| ·The realistic attitude | 第24页 |
| ·McDonaldization: The globalization of fast-food culture | 第24-26页 |
| ·McDonald's intercultural management mode in China | 第26-27页 |
| Chapter Three Theoretical Foundation of the Study | 第27-35页 |
| ·Cross-cultural conflicts | 第27-28页 |
| ·The causes of cross-cultural conflicts | 第27-28页 |
| ·Value conflicts between the West and the East | 第27页 |
| ·Misunderstanding and attitude | 第27-28页 |
| ·Value assimilation and collapse | 第28-29页 |
| ·Cultural relativism | 第29-30页 |
| ·Traditional values, cultural beliefs and national identity | 第30页 |
| ·Chinese tradition | 第30-35页 |
| ·Chinese social values | 第31-33页 |
| ·Confucianism and Taoism – the main sources of Chinese culture | 第33-35页 |
| Chapter Four The Empirical Study | 第35-46页 |
| ·Introduction | 第35页 |
| ·Objectives | 第35页 |
| ·Methodology, subjects & the questionnaire | 第35页 |
| ·The procedure | 第35-36页 |
| ·Analysis of the survey result | 第36-39页 |
| ·Cultural influences and changes | 第36-39页 |
| ·The Reasons for Changes of Traditional Culture | 第39-41页 |
| ·The External Reasons | 第40页 |
| ·The Internal Reasons | 第40-41页 |
| ·Maintenance and dissemination of traditional culture | 第41-42页 |
| ·The future of traditional culture | 第42-44页 |
| ·Possibility of survival of the traditional cultural values | 第42-43页 |
| ·Fusion of Chinese values and Western values | 第43-44页 |
| ·The measures for maintenance | 第44-46页 |
| ·Governmental measures and individual efforts | 第44-45页 |
| ·More attention to traditional essential virtues | 第45页 |
| ·Promotion of traditional values in new ways | 第45-46页 |
| Chapter Five Implications for ESL Teaching | 第46-51页 |
| ·The cultivation of cross-cultural competence | 第46-49页 |
| ·Enhancement of critical culture awareness | 第46-47页 |
| ·Definition of critical cultural awareness | 第46-47页 |
| ·Importance of critical cultural awareness | 第47页 |
| ·Minimum ethnocentrism and prejudice | 第47-48页 |
| ·Standpoints of multicultural education | 第48页 |
| ·Deconstruction of stereotype | 第48页 |
| ·Improvement of empathy | 第48-49页 |
| ·Suggestions to future culture teaching | 第49-51页 |
| ·The problems with current culture teaching | 第49页 |
| ·Culture teaching tips | 第49页 |
| ·Promotion of intercultural communication models | 第49-51页 |
| References | 第51-55页 |
| Appendix One Questionnaire | 第55-56页 |
