Chapter 1 Introduction:The Theoretical Path of Media Research 1.1 Categories of Academic Research 1.2 Dichotomy of Communication Schools 1.3 Trichotomy of the Theoretical Paradigm of Communication 1.4 The Schools and Theoretical Paradigms of Communication Research from the Perspective of "Meta?Theory" Chapter 2 McLuhan Revisited 2.1 The Rise and Fall of McLuhan』s Study 2.2 The Study on McLuhan in China Chapter 3 McLuhan?Styled Criticism 3.1 The Cultural Crisis Consciousness of "McLuhan』s Media Theory" 3.2 The Socio?Psychological Basis of "Hot and Cool Media" 3.3 The Democratic Concern of Media Civilization Chapter 4 Extending McLuhan:From the Technical Context to the Symbolic Context 4.1 The Technological Philosophical Origin of McLuhan』s Media Thought 4.2 Innis—McLuhan』s Teacher and Friend 4.3 Media Ecology and Its Semiotic Proposition Chapter 5 The Starting Point of Media Semiotics 5.1 From "Signal Transmission" to "Sign Communication" 5.2 From "Material Media" to "Social Media" 5.3 From Content Analysis to Text Research 5.4 From Information Instruction to Meta?Communication Chapter 6 Semiotization of Media Research 6.1 Literature Review:the Rise of Media Semiotics in Chinese Mainland 6.2 Communicology :A Unique Branch of Communication Semiotics in North America Chapter 7 Application of Media Semiotics (Part One):News, Advertising,and Online Communication 7.1 Advertising Creativity in the Omnimedia Context 7.2 Brand』s Potential Energy and the War for Sign Resources 7.3 To Make New Journalism Reflect Its True Nature with the Theory of Symbolic Articulation 7.4 Construction of News Classic in the Full?Text Law 7.5 Meanings Emerged in the Context of New Media—Taking "Shanzhai" as An Example Chapter 8 Application of Media Semiotics (Part Two):Art and Contemporary Visual Culture 8.1 Meta?Interpretation of Contemporary Art 8.2 The Study of Popular Culture:Popularity of "Abnormal Beauty" and Motivation of Symbolic Marking 8.3 Visual Design Art (Part 1):Poster Appreciation and the Level of Symbolic Text 8.4 Visual Design Art (Part 2):Poster』s "Symbolic Temperature" and the Audience』s Involvement References
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