| 摘要 | 第4-5页 |
| Abstract | 第5-6页 |
| Acknowledgements | 第7-9页 |
| Introduction | 第9-18页 |
| Chapter one A blamed image constructed by New York Times and Washington Post | 第18-27页 |
| 1.1. Making Mattel as a responsible victim in this incident | 第18-22页 |
| 1.2. Making Chinese companies involved as the scapegoat in this incident | 第22-24页 |
| 1.3. Making made in China products the whole labeled with worries and dangers | 第24-27页 |
| Chapter two A disordered market image constructed by New York Times and WashingtonPost | 第27-31页 |
| 2.1. lacking of business ethics in companies' competition | 第27-29页 |
| 2.2. lacking of political controls in government’s supervision | 第29-30页 |
| 2.3. lacking of safety awareness in individuals’daily consumption | 第30-31页 |
| Chapter three An irresponsible image in international society constructed by New YorkTimes and Washington Post | 第31-39页 |
| 3.1. failing to actively improve their own quality before the incident | 第31-32页 |
| 3.2. failing to take proper actions to deal with these recalls during the incident | 第32-36页 |
| 3.3. failing to interprete the apology from Mattel correctly after the incident | 第36-39页 |
| Chapter four The reasons that contributed to this negative construction by New York Timesand Washington Post | 第39-51页 |
| 4.1. echoing with the poor impression of made-in-China products | 第40-42页 |
| 4.2. Getting some advantages by negative construction | 第42-48页 |
| 4.3. Showing its superiority by negative construction | 第48-51页 |
| Conclusion | 第51-53页 |
| Works cited | 第53-55页 |
