This study selected Sina microblogging real-name system management as a case to discuss the mechanism that the business platform of science and technology use to empower and incorporate their users. Adopting virtual ethnography approach to continuously track and collect data, this study obtained qualitative data about a year before and after the implementation of microblogging real-name system.With the development of market-oriented media and new technologies, social media operated by large commercial Internet companies has become a channel of interest appeal for the public. In order to weaken the complexity of social expression ecology, the government has adopted a variety of ways to monitor the release and dissemination of information on microblogging . And the microblogging operators have established an internal censorship mechanism. However, regulated microblog users have adopted a variety of ways to struggle and fight.