七宗罪 (seven deadly sins / qī zōng zuì) are a category of vices that according to Catholic teachings threaten a person with eternal damnation. They are wrath, greed, sloth, pride, lust, envy, and gluttony. The phrase was blocked on Weibo until October 2012, at which point it was unblocked. It remains searchable to this day.
Why it is blocked: At the time I was writing my book in 2012, I theorized that the word might be related to religious sensitivity or some other moral issue, but otherwise was quite mystified as to the specific reason for the censorship. However, while reading Emily Parker's Now I Know Who My Comrades Are, I finally connected the dots: in the book, she interviews numerous Chinese bloggers and activists, including Michael Anti. She notes that in 2002, Anti, who was fed up with traditional Chinese news media, wrote a guide for aspiring reporters entitled Manual for New Journalists (新新闻人自学手册), which included exhortations like:
After we’ve said ‘F**ck’ to the giant media system we can begin our individual journeys through the desert to become new journalists. Maybe we won’t successfully reach the Holy Land of freedom of the press, but at least we will leave the enslavement of truth. (translation from Parker)
The guide included an appendix (也谈中国新闻记者七宗罪 | Sina mirror) that listed the “seven deadly sins” of Chinese reporters: ignorance, cowardice, thirst for power, naïveté, pride, low self-esteem, and despair. The "seven deadly sins" are thus not related to any religious improprieties, but rather the moral failures Chinese journalists should watch out for. The "seven deadly sins" appendix along with the other documents in the manual serve as a passionate attack on traditional Chinese news media and a call for a new generation of journalists to take their place--criticism that authorities no doubt did not look kindly upon.
Note: If you are interested in digital activism, I highly recommend you take a look at Emily Parker's Now I Know Who My Comrades Are, out next week. I hope to write more about it later, but suffice it to say it's an insightful look at how some bloggers and activists in China, Cuba, and Russia are using the Internet. Filled with interviews of these folks on the front lines, it was an especially good palate cleanser for me after reading Evgeny Morozov's To Save Everything, Click Here; yet she also does a very good job acknowledging the limitations of the Internet and those who utilize it. Clearly, as evidenced by this post, I learned a lot from it.