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Protests today involve more identities and interests and have more complex relationships with the media ecology than previously. Former studies indicate the need to identify framing patterns within the changing media politics of activism. The current study empirically investigates the media framing of a social-media-driven protest in post-Colonial Macau, China. Drawing on the framing theory and content analysis methodology of 243 news coverage articles, reports, and posts published during the protest, this study explores the correlation between multimedia features. The results show that news coverage of the protest exhibits an issue–attention cycle. Media stance can affect the features of protest coverages significantly. Compared with mainstream media, alternative media adopted a more positive tone in reporting the protests, including quotations from news sources and the framing devices of the protest paradigm (show, goals, public attitude, impact) in favorable terms. The result suggests the activists’ alternative media counteracted the mainstream media’s marginalization by using a form of “legitimization paradigm”.