| Pt. 1 | | Paradigmatic reorientation | | |
| Ch. 1 | | The study of non-Western discourse by Shi-xu | | 3 |
| Ch. 2 | | Communication theory and the Western bias by Denis McQuail | | 21 |
| Ch. 3 | | Towards multiculturalism in discourse studies by Shi-xu and Robert Maier | | 33 |
| Ch. 4 | | Beyond differences in cultural values and modes of communication by Jan Servaes | | 49 |
| Pt. 2 | | The discursive dominance of the West | | |
| Ch. 5 | | Reporting the Hong Kong transition : a comparative analysis of news coverage in Europe and Asia by Jan Servaes and Sankaran Ramanathan | | 73 |
| Ch. 6 | | The contest over Hong Kong : revealing the power practices of the Western media by Shi-xu and Manfred Kienpointner | | 89 |
| Ch. 7 | | Hong Kongs press freedom : a comparative sociology of Western and Hong Kongs views by Junhao Hong | | 103 |
| Pt. 3 | | Complexity, diversity and otherness of non-Western discourse | | |
| Ch. 8 | | Unfamiliar voices from the other : exploring forms of otherness in the media discourses of China and Hong Kong by Shi-xu | | 119 |
| Ch. 9 | | Media and metaphor : exploring the rhetoric in Chinas and Hong Kongs public discourses on Hong Kong and China by Lee Cher-Leng | | 139 |
| Ch. 10 | | Voices of missing identity : a study of contemporary Hong Kong literary writings by Kwok-kan Tam | | 165 |
| Ch. 11 | | Identity and interactive hypermedia : a discourse analysis of Web diaries by Hong Cheng and Guofang Wan | | 177 |
| Ch. 12 | | Narrating Hong Kong history : a critical study of mainland Chinas historical discourse from a Hong Kong perspective by Lawrence Wang-chi Wong | | 197 |
| Ch. 13 | | A nascent paradigm for non-Western discourse studies : an epilogue by Narcisa Paredes-Canilao | | 211 |