本文以新浪“微博热搜”被整改事件为出发点，分析“微博热搜”的信息属性，指出热搜榜反映公众新近关注的议题，具有新闻属性，是互联网新闻新形态。与传统的专业新闻报道由媒体设置议程不同，互联网为公众设置议程提供了技术工具和平台，而“微博热搜”正是公众议程设置的一个范例。本文还分析了新浪“微博热搜”整改措施存在的问题，并指出对“微博热搜”的治理措施取决于其对互联网的态度。网络平台服务商的时代使命不同于传统专业媒体，它并不是互联网时代专业媒体的替代品，而是其补充，是在媒介议程之外由公众进行议程设置的平台。因而，网络平台服务商不应当对其平台上的内容履行类似专业媒体的把关之责。作为企业，其有选择提供商业信息服务和公共信息服务的自由，但其义务是让公众知情，能够清楚地判断其发布的究竟是公共信息还是商业信息。互联网商业传播的治理要在尊重网络服务商商业自由的同时，保持网络的公共性。
This paper takes Most Searched Hashtags on Sina Weibo as the starting point，analyzes the information attribute of Most Searched Hashtags，and points out that the Most Searched Hashtags reflects the public’s recent concerns；so it is a new form of online news. Unlike in traditional journalism，media is the only one who can set agenda，the Internet provides a technical tool and platform for the public to set agenda，and “Most Searched Hashtags” is an example of public agenda. This paper also analyzes the problems of Sina’s rectification measures，and points out that ISPs’ mission is different from that of media. They are not substitutes for media in the digital era，but a supplement to it. It is a platform for setting public agendas besides the media agenda. Therefore，it should not play the role of a gate-keeper like media. As a company，ISP is free to choose to offer commercialized information service or public information service，but its responsibility is to let the public know and be able to clearly judge whether it publishes is public information or commercialized information. The regulation of online commercialized communication should try to maintain the public nature of the Internet while respecting the freedom of ISPs.
