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Résumé : The study explores reasons for certain events trending on Sina Weibo - the most popular Chinese micro-blogging site - and cultural meanings of consumption in trending topics. Conceptually, it indicates that social media practice is more than a technical product, but it is also a cultural phenomenon that conveys cultural meanings. Multiple data were collected through a pilot study, a two-month online observation focusing on three trending topics and 34 in-depth face-to-face interviews. This e-ethnography study finds that Weibo is a Chinese cultural product in the global trend of high technology, mobile Internet and social networking. Also, it roots in the overall political and economic environment of Chinese media industry. Freedom of choices and equality in market are two doxa found in this field. The Weibo rituals present a negotiation of prosumers' political, economic and cultural identities. Neo-liberal elites become crucial agents lead in this field. The Weibo field demonstrates the social media relying on money line to push the Party line.