Since 2009, the word "powerful second generation" has frequently appeared on various media outlets in mainland China. Generally, "powerful second generation" refers to the offspring of the Chinese government officials. And a lot of recent news events triggered by the group of "powerful second generation" were at the center of social concern. After the 18th CPC National Congress, the children of some senior officials successfully established themselves as the core leadership in the Chinese political landscape, and began to exert influence on the future development of China. To study the media coverage of "powerful second generation" from communication perspective, therefore, is particularly significant. In this paper, framing analysis were conducted to longitudinally analyze the title, news content and news frame in the report of "powerful second generation in People's Daily at different times and cross-compare the party newspapers and popular newspapers. From the analyzed 346 relevant news in content analysis theory and textual analysis theory, the thesis conducted from the point of view of long-term time span, the "powerful second generation's image changes following the time, therefore various titles are produced which contain certain symbolic meaning. It also indicated the media's reporting attitudes innovation for this kind group during the different time and different media. As the result, from the point of time, the meaning of "powerful second generation" connotation and extension changes of the times, and it constantly expands. For using textual analysis to judge the natural of event that caused by "powerful second generation" Thesis found the party newspapers as Chinese government mouthpiece which always sensitive on the political issues, in this case they maintain a neutral stance on this issue, and party newspapers did not deliberately avoid this highly relevant politic kind of issue as party newspapers always done. Key Words: Powerful second generation, Titles, Media image, Content analysis