This study analyzed how Xinhua, China’s leading wire service, visually framed HIV/AIDS domestically and internationally from 1985 to 2007. The author divided the 23-year period into three phases (i.e. 1985-1999, 2000-2003, and 2004-2007),with each later phase seeing a more determined attitude adopted by the Chinese government in the fight against HIV/AIDS. The three phases differed in cognitive themes and affective tones but not in picture composition. Domestic and international frames differed in cognitive themes, affective tones and picture composition. Overall, the support theme was salient, which was frequently reflected  by portrayals  of activities supporting the ?ght  against   HIV/AIDS. The support theme  was also most   shown in international frames. In comparison, the education theme was salient in domestic frames. Landmark political events and media coverage seemed to boost the coverage amount and possibly enhanced the education-themed frames, but the distribution of cognitive themes did not vary across three phases in domestic frames.