Understanding attention dynamics on social media during pandemics could help governments minimize the effects. We focus on how COVID-19 has influenced the attention dynamics on the biggest Chinese microblogging website Sina Weibo during the first four months of the pandemic. We study the real-time Hot Search List (HSL), which provides the ranking of the most popular 50 hashtags based on the amount of Sina Weibo searches. We show how the specific events, measures and developments during the epidemic affected the emergence of different kinds of hashtags and the ranking on the HSL. A significant increase of COVID-19 related hashtags started to occur on HSL around January 20, 2020, when the transmission of the disease between humans was announced. Then very rapidly a situation was reached where COVID-related hashtags occupied 30–70% of the HSL, however, with changing content. We give an analysis of how the hashtag topics changed during the investigated time span and conclude that there are three periods separated by February 12 and March 12. In period 1, we see strong topical correlations and clustering of hashtags; in period 2, the correlations are weakened, without clustering pattern; in period 3, we see a potential of clustering while not as strong as in period 1. We further explore the dynamics of HSL by measuring the ranking dynamics and the lifetimes of hashtags on the list. This way we can obtain information about the decay of attention, which is important for decisions about the temporal placement of governmental measures to achieve permanent awareness. Furthermore, our observations indicate abnormally higher rank diversity in the top 15 ranks on HSL due to the COVID-19 related hashtags, revealing the possibility of algorithmic intervention from the platform provider.

To understand the emergence of hashtag popularity in online social networking complex systems, we study the largest Chinese microblogging site Sina Weibo, which has a Hot Search List (HSL) showing in real time the ranking of the 50 most popular hashtags based on search activity. We investigate the prehistory of successful hashtags from 17 July 2020 to 17 September 2020 by mapping out the related interaction network preceding the selection to HSL. We have found that the circadian activity pattern has an impact on the time needed to get to the HSL. When analyzing this time we distinguish two extreme categories: a) "Born in Rome", which means hashtags are mostly first created by super-hubs or reach super-hubs at an early stage during their propagation and thus gain immediate wide attention from the broad public, and b) "Sleeping Beauty", meaning the hashtags gain little attention at the beginning and reach system-wide popularity after a considerable time lag. The evolution of the repost networks of successful hashtags before getting to the HSL show two types of growth patterns: "smooth" and "stepwise". The former is usually dominated by a super-hub and the latter results from consecutive waves of contributions of smaller hubs. The repost networks of unsuccessful hashtags exhibit a simple evolution pattern.

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Microblogging sites are important vehicles for the users to obtain information and shape public opinion thus they are arenas of continuous competition for popularity. Most popular topics are usually indicated on ranking lists. In this study, we investigate the public attention dynamics through the Hot Search List (HSL) of the Chinese microblog Sina Weibo, where trending hashtags are ranked based on a multi-dimensional search volume index. We characterize the rank dynamics by the time spent by hashtags on the list, the time of the day they appear there, the rank diversity, and by the ranking trajectories. We show how the circadian rhythm affects the popularity of hashtags, and observe categories of their rank trajectories by a machine learning clustering algorithm. By analyzing patterns of ranking dynamics using various measures, we identify anomalies that are likely to result from the platform provider’s intervention into the ranking, including the anchoring of hashtags to certain ranks on the HSL. We propose a simple model of ranking that explains the mechanism of this anchoring effect. We found an over-representation of hashtags related to international politics at 3 out of 4 anchoring ranks on the HSL, indicating possible manipulations of public opinion.