| Acknowledgements | 第1-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第6-7页 |
| Table of Contents | 第7-8页 |
| List of Figures | 第8-9页 |
| Chapter Ⅰ Introduction | 第9-20页 |
| ·Prologue | 第9-14页 |
| ·Purposes and Significance of the Study | 第14-20页 |
| ·Development of the IC Field and Research Paradigms | 第14-17页 |
| ·Key Concepts and Research Questions of the Study | 第17-20页 |
| Chapter Ⅱ Literature Review | 第20-33页 |
| ·Overview on Current Studies of Postmodern Social Discourse | 第20-24页 |
| ·Studies in This Field by Overseas and Domestic Scholars | 第24-30页 |
| ·Indigenous Studies on Media and Consumerist Discourse | 第24-27页 |
| ·Overseas Studies on Media and Consumerist Discourse | 第27-30页 |
| ·Postmodernity and Consumerist Analysis of Current Studies | 第30-33页 |
| Chapter Ⅲ Methodology and Theoretical Framework | 第33-41页 |
| ·Overview of Applied Methodologies | 第33-40页 |
| ·Principles and Importance of the Semiotic Approach | 第33-36页 |
| ·Interpretive Media Studies and Critical Approaches in Communication Studies | 第36-37页 |
| ·Visual Communication and Discourse Analysis | 第37-40页 |
| ·Data Collection and Selection | 第40-41页 |
| Chapter Ⅳ Data Analysis and Discoveries | 第41-54页 |
| ·Hermeneutical Mechanism of Visual and Textual Communication in Images | 第42-50页 |
| ·Analysis of Outcomes: What is reflected? | 第50-54页 |
| Chapter Ⅴ Conclusions and Expectations | 第54-56页 |
| References | 第56-63页 |
