In digital China, networked actors ranging from state agencies to private Internet users engage in highly active online discourse. Yet as diverse as this discourse may be, political content on China’s web remains highly regulated, particularly on issues affecting the legitimacy of the ruling party. A prominent issue in this regard has been the conflict-laden relationship with Japan. This article asks how Chinese websites shape online discourse on two Japan issues (the Nanjing Massacre and the East China Sea conflict), and what these sites can tell us about the leadership’s strategy for managing digital communication. Combining content analysis and digital tools, the article shows how the authorities apply a Leninist mass-communication logic to the web, treating websites not as spaces for networked social interaction but as authoritative information sources that broadcast approved content to a mass audience, which effectively brings digital media into the fold of China’s ‘traditional’ mass-media system.