He Tianping and Song Hang remarked in the Journal of Shanghai University of Sport(Issue 4, 2022) that electronics sports (e-sports) had experienced several stages of development in China; the rise and development of new things are often faced with complex social context and cognition difficulties, in which the popularity of mass media plays a crucial role. Based on the localization of e-sports communication in China, this paper examines the process of changes of social mainstream cognition of e-sports from the perspectives of media framing and meaning production.According to the paper, some changes have taken place in the localization of e-sports communication:"games as instruments for leisure and entertainment – being harmful as games – being justified as competitive sports - vindication and rational reflection"; in this process, e-sports communication has realized a justification for e-sports by mobilizing social cognitive resources, and thus e-sports have become a social mainstream in China.