During the 1998 Taipei Mayor election, President Lee Teng-Hui promoted "New-Taiwanese" perspective which resulted in extensive media coverage and discussions. This study intends to discover how "New-Taiwanese" discourse was constructed by the media. For this purpose, this research analyzed news reporting of "New-Taiwanese" with media-framing approach. Five major frames were found in this research, including "land identification", "fusion of races", "unification v.s independence", "provincial identification" and "say good-bye to historical sorrowness". Among these five media frames of "New-Taiwanese" discourse, "land identification" is most emphasized but medium less talking about the sensitive problem of national identification.