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An analysis of PRC leaders' public communication with respect to Taiwan from 2003 to 2013 shows the presence of three conflict frames: aspiration, process and image. Chinese leaders most often use the process frame to convey the preferred process through which both sides could find a common ground. These messages are reinforced by rhetoric about China's capacity, resolve and sincerity to reach out to Taiwan for peaceful solutions. Communication of China's own aspirations of national unification is usually less visible. However, it becomes more prominent when the Taiwanese are not the intended audience, indicating its utility in rallying internal support. Using these frames as broad parameters, the paper discusses how they may have influenced policy actions toward Taiwan in the early days of the Xi administration. [ABSTRACT FROM AUTHOR]