News coverage on climate change is not just about science and technology. Rather, it is an arena full
of struggle among power of discourses. Analyzing news coverage on the controversial PM2.5 issue, this
study explores how different media frames contest, resonate and diffuse among each other, regarding the
emerging climate change problem. Frame analysis on three different newspapers in terms of ideological
and commercial interests, as well as professionalism--People's Daily, South Metropolitan Daily and
Science and Technology Daily—reveals that for multiple frames used in the news, South Metropolitan Daily functioned as framework makers, for its frames were likely to be followed by the other two newspapers. The diffusion of media frames led to media resonance and thus enhanced the breadth and
depth of coverage. This frame diffusion process has a profound impact not only on the visibility of
PM2.5 issue, but also on the advancement of policy-making and public opinion.