In recent years，The rapid development of digital technology has caused a comprehensive transformation of social structure，Data、Algorithm、Flow and other elements reshape the online ecology of Chinese society from different angles。As pointed out by the 20th National Congress of the Party，my country's "Internet Ecology Continue to Good"。At the same time，To "speed up the construction of a new development pattern，Efforts to promote high -quality development "，We need to "accelerate the construction of a strong country for network、Digital China "。Traffic is an important factor affecting the construction of digital China，It is generated by data、The process of flowing and monetization，It is widely used in various fields: technical "drainage" to boost digital governance，Flow gathering in public opinion produces "hot search topics" and "traffic star"，The rising flow on the market determines the consumption popularity ... from this，traffic has become a new "micro -control force"，It affects the operation logic of the digital society，Show the new scene of "traffic society"。Under this influence，The online community is also a series of shocks，Need to be re -recognized。

　　Bet365 lotto review

Online community，Also known as "virtual community" or "network community"，It is a community that members share common experiences or hobbies，It is also an important platform for them based on common interest organizations，With the two functions of "enhancement of identity" and "increasing social capital"。"Flow" as the basic elements of the active online community，It is a necessary guarantee for the "popularity" of the community，indispensable。Bet365 lotto review and in recent years，Rise on the live broadcast platform、Under the background of the economic prosperity of the Internet celebrity，Traffic not only means that more members' participation and more frequent interaction，It also means more "monetization" opportunity。For the early online community，"traffic is power"; and in the traffic society，The "traffic is money" in the online community。So，How to deal with the impact of traffic marketization? What impact does traffic marketization affect community identity and action?。

We can roughly divide the online communities under traffic logic into two types: one can be called the "flow pool" community，That is, the operator uses the flow logic to the extreme，For the purpose of traffic rather than means; the other is the "community" community，A invasion of rejection of traffic logic，Persist in the original intention of building a spiritual homeland。Two communities as an ideal type，can be generally described as new changes in the online community。

"Flow Pool" community is often operated by the company's main body，They have long operated public domain traffic (such as WeChat public account、Weibo、Douyin and Little Red Book)，Use discourse guidance、Emotional resonance such as "hunting" to drain users to private domain，Create WeChat Group，Use "breeding" thinking harvester。Some companies have developed the corresponding robot program，Can achieve batch guide powder、Batch automatic washing group、Auxiliary stares and other functions，Standardized action is automated，No manual operation。In the "flow pool" community with "conversion rate" as the core productive force，conversion rate from public domain flow to private domain flow、The conversion rate from community members to consumer users，All the key performance indicators of operators (KPI)，Directly related to the company and its Bet365 app download personal income。In their opinion，Only constantly increasing traffic investment，Only to increase the conversion rate。Inside the community，The operator depends on members as consumers，Pick up information information through rolling、Activity discounts, etc.，To the greatest extent, make each member become consumer data。The emotional mobilization of the operator comes from the words of meeting and polishing within the company; the communication between members contributed the user portrait data; in the community of the robot tour，Except consumption，Nothing can be "see"，Not to mention "resonance" ... This kind of online community is completely occupied by traffic logic，Lost the meaning of the community。

"Community" community is generally composed of circle structure，Is a expanded acquaintance relationship circle。Small -scale online communities are easy to maintain high -frequency interaction and in -depth sharing，Once the scale expands to a hundred people or even more，will face the test of traffic logic。The sponsor of the "Community" community attaches importance to the common cognitive basis in the group，Emphasize the common emotional experience，Against business operation erosion community，Do not accept cooperation with merchants to earn fees。such as，If a member tries to use traffic in the group to carry out business activities，Group managers will decisively kick them out of the group，To prevent the community from "changing taste"。Main interactors in the group actively assume community responsibilities，To maintain community activity; respect for each member，to ensure full trust in the group; fully mobilize the enthusiasm of members，Maximum promotion of common benefits。"Pull in one by one"，Make sure that the new members conform to the existing value concept in the group; rather than "one by one Bet365 app download fans suck in"，No consensus will not be sacrificed in order to expand the scale。The "Community" community is persistent in the subjectivity of "people"，Opposition to treat people as data，More opposition to abandoning the original intention of the community due to market income。"Adverse traffic logic" and operate，It is their maintenance and practice of the ideal of the community。

　　Balanced traffic logic and community characteristics

"Flow Pond" and "Community" are two ideal types of online communities，The former is after the operation of repeated data harvest，The nature of the community is completely faded，Become the private domain of the main body of the company; the latter is subject to the time and energy of the interactor，Gradually move towards atrophy or split，It is difficult to maintain long -term scale effects。Actually，"Flow Pond" and "Community" are manifested as two types of community nature -market orientation and emotional orientation，Located at both ends of the spectrum，and most communities are between the two: the market -oriented community is，It is also committed to transforming transaction relationships into a spiritual contract; emotional orientation communities will also use the "emotional consumption" method appropriately，Strengthen social interaction in "Buy and Buy together"。That is to say，Flow logic seeps out and entered the online community，Just mix with the characteristics of the community，Common action on community development。Therefore，How to get a balance between the two becomes a new subject。

First，Emotional consumption is an effective way to balance traffic logic and community characteristics。Emotional consumption refers to the value of the use of community members not only the use value of consumer goods，Emotional value contained in consumer goods，This emotional value contains members' recognition and support for the community of members。For example，bet365 best casino games Book consumption not only provides knowledge，It also provides the "Star Sea" it contains; cosmetics consumption not only obtains skin care effect，also obtained the "self -confidence female concept" it contains; the consumption of parenting course is not only for educational content，Also facing the "cannot be lost on the starting line" it contains;。Under the action of emotional consumption，Community operators spread the concept，Obtain income to balance costs; community members strengthen identity while strengthening their identification，Expressing consent through consumption、Praise and support。This maintains the popular flow of the community，Share the sense of belonging of the community，Effectively supports the long -term development of the community。The recent rapidly growing virtual live broadcast community、Featured with goods communities, etc., confirmed this point from practice，Emotional Consumption as an analysis framework is worth continuing to explore。

Second，The value attributes of the online community should be paid attention to。There are many online communities，Forms a variety of、Agreement group that is separated from each other。In an online community dominated by positive value，"Flow+Emotion" mode helps all members grow together，Mutual achievements and promote public affairs participation。In the online community with negative value led，Revelation of resistance、Group polarization and other risks will become more and more obvious，Emotional consumption，Finally expanded influence in traffic logic，Leading harm increase、Trust damage。For example，"Rice Circle" is a typical online community like，If you guide it positively，can allow them to use cohesion and solidarity for social undertakings such as public welfare charities，Use its powerful mobilization ability，Call bet365 live casino games for everyone to be good。

third，Strengthen the platform governance of the online community。Strengthen the platform governance of the online community，From Tianya Community、Douban Community to WeChat Group，From the video number、Douyin or the live broadcast community of the fast hand to Xiaohongshu Community，We can see the different functions played by different platforms: the community style is not only the age of the audience、Gender、Cause of Culture and preference，It is also closely connected to the platform's regulation method。Platform companies generally regulate users through traffic，Recommend the net red blogger、"Digestion" to important issues、Adjust the rules of the community、"Abduction" huge community，It is an important part of the business model of platform enterprise。In the ecosystem constructed by the platform enterprise，traffic becomes the "social specification" of the online community。From this，Grasp the key points of platform governance，Then grasped the direction of the development of the online community。How to meet the policy requirements of positive guidance，can maintain the activity of the community; how to make platform companies bear public duties，also takes into account its company's interests，Is an important issue for platform governance。and，In the government、Outside the third department，Give platform enterprises' responsibilities of synergy governance，It is conducive to promoting the platform of the platform，Help for the benign development of the online community。

In short，The online community in the traffic society has been placed on the "magnifying glass" or "accelerator"。The original intention of building a community home is forever and guide the flow logic due to potential benefits，It is a compulsory course for the development of the current online community。We not only need "small bet365 live casino games and beautiful" online communities，To resist the invasion of "social atomicization"，"Reporting Group heating" in the traffic society; also a "big and good" online community，Used to mobilize more social forces，Participate in social governance，Contributions to building a better digital China。

　　(This article is the Study on the Relationship between the Relationship between Technology Development and Social Progress "(21xzdn002) at the Chinese Party School (Beijing Academy of Administration) at the Beijing Municipal Committee of the Communist Party of China (Beijing)

(Author Unit: Party School of the Communist Party of China (Beijing Academy of Administration)