Framing and Mis-Framing in Micro-Blogging Sites in China

Micro-blogging is a popular, continuously developing form of communication that allows users to update their current life status in short posts around the clock with targeted websites and platforms. A significant blogosphere has developed in China where the prevailing micro-blogging websites comprise Internet coverage of issues not covered by mainstream media. This research will examine heavily shared and discussed blog posts on a popular micro-blogging website in China during an anti-animal cruelty campaign. The comments section of the blog posts will also be analyzed to identify discrepancies between the frames set by the bloggers and the perceptions by their audiences.