Promote diligently and censor politely: how Sina Weibo intervenes in online activism in China

While it is increasingly recognised that commercial social media platforms are not neutral tools for online activism, our knowledge of how such platforms concretely intervene in user activities and shape the dynamics of online activism remains limited. This article focuses on analysing the strategies and mechanisms that have been used by Sina Weibo to manage online contention. Based on interviews with Weibo operators and opinion leaders, and analysis of relevant cases and documents, this article finds that in its early days Weibo actively facilitated the production and spread of online contention to establish itself as a key avenue for users to discuss and follow the development of unfolding incidents. Meanwhile, subtle strategies were applied to mitigate the tension between engaging users and conducting censorship. By showing how Weibo managed online contention in order to advance its own commercial interests, this article contributes to a deeper understanding of the role social media platforms play in online activism.