Against the background of modern media environment,this paper,with focus on the media and the public,interprets the procedures and implications of the incident.

Among them the media reality and the audience reality are the two important issues of the study of frame theory in diffusion studies.

Utilizing the method of quantitative content analysis within the theoretical framework of media convergence,the article discusses the context of the interaction between the Newspaper and the Internet within the Zhejiang Daily News Cooperation,and draws conclusions about media presentation,audience participation,and the relation between the two as seen on the Internet.