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.