CAJ | 학술논문

随着网络虚拟社区的兴起，有学者认为，注意力经济时代，用户在创造注意力的同时，还在创造沟通力，沟通力是注意力模式的外在表现。因此，研究沟通力也是研究注意力模式的方法之一。并将这个日益由互联网技术统治的时代称为沟通力时代。本文以虚拟社区宝宝树为例，研究了该社区的沟通力情况，以及沟通带来的注意力在生产、加工、分配、交换和消费模式上的变化。研究结果认为，在沟通力时代的虚拟社区中，注意力生产呈现差异化趋势，这体现在人们对产品需求随年龄、地区等因素呈现差异。注意力加工细化和个性化，人们倾向传播和关注个性信息，以获得别人的关注。注意力主要分配在日常渠道论坛中，游戏渠道是注意力停留时间最长的渠道。注意力在交换过程中日益呈现出用户一沟通一商家的反流通方向，即用户在沟通中提出需求，商家再进行满足的生产营销过程。
수착망락허의사구적흥기，유학자인위，주의력경제시대，용호재창조주의력적동시，환재창조구통력，구통력시주의력모식적외재표현。인차，연구구통력야시연구주의력모식적방법지일。병장저개일익유호련망기술통치적시대칭위구통력시대。본문이허의사구보보수위례，연구료해사구적구통력정황，이급구통대래적주의력재생산、가공、분배、교환화소비모식상적변화。연구결과인위，재구통력시대적허의사구중，주의력생산정현차이화추세，저체현재인문대산품수구수년령、지구등인소정현차이。주의력가공세화화개성화，인문경향전파화관주개성신식，이획득별인적관주。주의력주요분배재일상거도론단중，유희거도시주의력정류시간최장적거도。주의력재교환과정중일익정현출용호일구통일상가적반류통방향，즉용호재구통중제출수구，상가재진행만족적생산영소과정。
With the development of virtual communities, some scholars believe that in the attention economy era, what the consumers are creating is not only attention, but also communication. Communication is also the outward manifestation of attention; therefore,to research the communication is also to study the mode of attention. The era increasingly ruled by the internet technology is called the communication era. This paper, taking virtual communities baby tree as example, studied its communication power, and the change of attention＇s production, procession, distribution, exchange and consumption caused by communication. Study concluded that, in the virtual community of communication era, the production of consumer＇s attention is differentiating, which is influenced by people＇s age or region. The procession of user＇s attention is refined and personalized in order to get people＇s attention. Forums are the main distribution channels for attention and game are channels achieving the longest time attention. Attention in the exchange process is flowing in a reverse direction from user to communication to the merchant＇s counter. It means that the merchants＇ production and promotion are to meet consumers＇ demands.