CDT编者按：该帖疑似遭到删除，目前已在原作者微博时间线上不可见。

@评论尸：微博衰落到了什么程度呢……一个（对华比较友好）的荷兰民间汉学家Manya Koetse从2013年起运营了一个叫What is On Weibo的网站，定期翻译和解释微博上的热点事件。

近期，她宣布这个运营了12年的网站要改名了，新名字叫Eye on Digital China了。

她发了一篇长文解释为什么要改名，总结下来就是微博已经不再能够代表中国的社交舆论风向，并且和抖音、快手和小红书比起来，显得老古董。

他们的内容也开始转向解释这些新平台上的中国网民在关注什么话题， 微博的权重已经显著降低。再挂着Weibo的名字，不再能反应网站的实际使命——向英文读者解释中国主流网民最近在关注什么。

新网站里依然会给微博保留一席之地，但从微博来的内容将不再是重点。

（注：以下是对Manya Koetse原帖文的全文转载，附带翻译）

@manyapan：（11月17日）A soft goodbye to ‘What’s on Weibo’ and a new hello to ‘Eye on Digital China’!🔎🇨🇳

向“What’s on Weibo”温柔告别，向“Eye on Digital China”热情问好！ 🔎 🇨🇳

China’s social media landscape has drastically changed since I started my website in 2013, which was born out of a simple curiosity: What is on Weibo? At the time, I felt that much of the English-language media focused solely on what was being censored in China, overlooking the trends, conversations, and sentiments that were actively shaping Chinese society.

自从我2013年开始做网站以来，中国的社交媒体格局已经发生了巨大变化。这个网站起源于一个简单的好奇心：微博上都有什么？那时我觉得很多英文媒体只关注中国被审查的内容，而忽略了那些真正影响中国社会的趋势、讨论和舆论。

Since the late 2010s, there has not only been a sharp increase in international attention on China and the issues that matter to different generations, but also a noticeable shift within China itself. AI-driven systems have fundamentally changed how Chinese users consume information, shaping everything from entertainment & news to online discourse. Far more than Weibo, platforms like Douyin, Kuaishou, and Xiaohongshu have become popular for tailoring feeds based on user behavior. This has created a complex online media ecosystem, where it’s no longer about ‘micro-blogging’ but about ‘micro-communities.’

自2010年代后期以来，国际上对中国以及各代群体关注的问题不仅急剧增加，中国内部也发生了显著变化。由AI驱动的系统从根本上改变了中国用户获取信息的方式，影响到从娱乐和新闻到网络话语的方方面面。比起微博，抖音、快手和小红书等根据用户行为定制信息流的平台更受欢迎。这形成了一个复杂的在线媒体生态，不再是“微博式”的微博贴文，而是“micro-communities.”

China now has 1.12 billion internet users, and social media has never been more booming. As a bit of a dinosaur in China’s social media world, Weibo still stands tall, and its trending topics do still matter. But the community that was once at the heart of the Chinese internet has dispersed across other apps, where people now engage in more diverse ways than ever.

中国现在有11.2亿网民，社交媒体从未如此繁荣。作为中国社交媒体世界里有点“恐龙感”的平台，微博依然屹立不倒，热搜话题仍然重要。但曾经位于中国互联网中心的那股社区力量已分散到其他应用，人们现在以比以往更丰富多样的方式互动。

In this changing landscape, the mission of What’s on Weibo @WhatsOnWeibo — to explain China’s digital culture, media, and social trends, and to build a bridge between Western and Chinese online spaces — has stayed the same. But the name no longer fits that mission.

在这个变化的格局中，What’s on Weibo @WhatsOnWeibo 的使命——解读中国的数字文化、媒体与社会趋势，并在西方与中文网络空间之间搭建桥梁——依然不变。但这个名字已与该使命不再相符。

Over the past few years, my work has naturally evolved from Weibo-focused coverage to exploring China’s digital culture through a broader lens. The analysis and trend updates will continue, but under a new name that better reflects a time when Weibo is no longer at the center of China’s social media world: Eye on Digital China.

过去几年里，我的工作自然地从以微博为中心的报道，发展为用更广阔的视角去探索中国的数字文化。分析和趋势更新会继续，只是换了一个更能反映当前时代的名字——在微博不再处于中国社交媒体核心的当下：Eye on Digital China（关注数字中国）。

Expect more newsletter-based coverage: shorter trend updates, thematic features, and in-depth explorations that show the bigger picture behind fast-moving hashtags.

期待更多以通讯为主的报道：更短的趋势更新、专题特写，以及揭示快速流行话题背后大局的深度探讨。

The website will remain What’s on Weibo for now, but will gradually transition. And the full archive (12+ years of reporting China’s trends) will stay alive as long as possible. After all, China’s past digital moments often tell us more about its future than the hottest trend of the day.

网站暂时仍以What’s on Weibo存在，但会逐步过渡。完整档案（12年以上关于中国趋势的报道）会尽可能长时间保留。毕竟，中国过去的数字瞬间常常比当日最热的潮流更能揭示它的未来。

👉 If you want the new updates in your inbox, you can subscribe here: https://whatsonweibo.com/subscribe/

And read the latest dive into China’s changing social media landscape here https://whatsonweibo.com/eye-on-digital-china-how-chinese-social-media-evolved-from-the-blog-era-to-the-ai-driven-age/ and the latest trending topics are right here: https://whatsonweibo.com/china-trend-watch-japan-tensions-nexperia-fallout-yunnans-wild-child-modern-opium/