| Illustrated by the Case of Coca-Cola Co.'s bid of Huiyuan Juice Group on sina, this study applies framing theory to examine the impact of media frame on online public opinion dynamics. Using 283 news reports and 1200 comments as the touchstones, through date collecting and discourse analysis, the statistical results of news forms and news values partially support frame-building and frame effects. It is concluded that media frame exerts a significant upon online public opinion as netizens adapt the issues and attitude of media coverage. However, in addition to the issues formed in the media frame, netizens will also spontaneously form their own issues. |
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