This study examines the framing strategies used by state-owned media, specialised media and private we-media on WeChat following the passing of Zong Qinghou, a prominent Chinese entrepreneur. The objective is to understand how media outlets frame the event and construct Zong’s legacy. The study adopts Zang Guoren’s Three-level Frame Theory, which provides a structured framework for analysing media narratives through high-, middle- and low-level frames. An inductive approach is employed to analyse WeChat posts, allowing flexibility in examining various framing techniques and media influences. The research identifies distinct framing patterns by categorising posts based on the three media types. State-owned media emphasised Zong’s achievements and contributions to social stability, while specialised media focused on his economic influence and business legacy. With its more personal tone, private we-media highlighted emotional tributes and public reflections on his impact. The findings reveal that the framing of Zong’s passing varies significantly across media types, with state-owned outlets framing the event in nationalistic terms, specialised media highlighting economic aspects and private we-media offering a more personal, nostalgic perspective. This study contributes to understanding how media outlets shape public memory and legacy, offering implications for the role of platform-based media ecosystems in constructing collective narratives.
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