本文通过对广东茂名PX项目抗议事件的实证研究，分析了民众是如何被动员起来参与到集体行动当中去的，研究结果表明，抗议事件的组织者通过社会化媒体手段完成了框架搭桥、框架扩大和框架转换，从而成功实现了与民众之间的框架整合，正是这种框架共鸣促成了共识动员。相比之下，茂名市政府在推广PX项目当中未能形成有效的框架整合，抗议活动组织者与政府之间展开争夺的民意博弈的本质乃是框架的博弈。

The empirical study of Maoming anti-PX protest examines how the public are mobilized to participate in the collective action. The paper finds that the organizers of the protest used the social media to implement the frame bridging, the frame amplification and the frame transformation that ultimately managed to achieve the frame alignment between the organizers and the public. And the corresponding frame resonance results in the consensus mobilization. In contrast, the Maoming Municipal Government failed to form effective frame alignment. The protest organizers and the local government competed for the game of the public opinion, and the essence of the game is the competition of frames.