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Social Media and the Attention Economy
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Social Media and the Attention Economy

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A talk on implications of the "Attention Economy" for social media and social computing.

A talk on implications of the "Attention Economy" for social media and social computing.

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Transcript

  • 1. Implications of the Attention Economy onSocial Media/Computing Design and Use. Cliff Lampe (@clifflampe)
  • 2. Attention and Social ComputingSoliciting, managing,and consumingattention is a majorenterprise in socialcomputing design anduse.*BUT* Attention isfickle at the moment
  • 3. Lightning in a bottle: Karen Klein
  • 4. Lessons from Karen• Bullying sucks• Story occurred over multiple channels, both social and mass• Story unfolded quickly• Very little control over this story was held by anyone• Attention is a blunt object
  • 5. Promises of social computingCollective actionCivil societyCognitive surplusCrowd sourcingPersuasive technologySocial Capital *plus all that money stuff...
  • 6. Consumer with attention Producer wants attention
  • 7. Proposition 1:Attention is Scarce
  • 8. Attention and TimeAttention = timeTime is a finite resource.1440 minutes per day,divided amongst allopportunities.LONG history in socialscience on how we chooseto spend our time.
  • 9. How we spend our time = behaviorWhy we spend time = motivation
  • 10. Choice FrameworksEconomics = utilityPsychology = motivationMedia Choice TheoryWilliam James - Cognition,emotion, habit
  • 11. Proposition 2:Choice is cognitivelyexpensive
  • 12. Herb SimonBounded Rationality SatisficingThe attention Economy
  • 13. "...in an information-rich world, thewealth of information means a dearthof something else: a scarcity ofwhatever it is that informationconsumes. What information consumesis rather obvious: it consumes theattention of its recipients. Hence awealth of information creates apoverty of attention and a need toallocate that attention efficientlyamong the overabundance ofinformation sources that mightconsume it. " - Herb Simon
  • 14. Attention Economy“There is something else thatmoves through the Net,flowing in the oppositedirection from information,namely attention.”- Michael Goldhaber
  • 15. Units of AttentionEthan Zuckerman - TheKardashian Unit ofAttention
  • 16. Proposition 3:The current social mediaenvironment is *not*scarce.
  • 17. Social media aggregates and (could) overwhelmdanah boyd peer production = more “infomunication” than we can attend toMichael Bernstein Twitter Zen
  • 18. Proposition 4:People have to figureout how to spend theirattention*and get you to spend your attention
  • 19. Proposition 5:Social computingsystems design and usis about attentionmanagement
  • 20. Content Social ArchitectureAttention management strategies
  • 21. Individual strategies• Heuristics• Bias - Selective exposure• Uses and gratifications• Rational choice• Social influence• Etc.
  • 22. HabitRobert LaRose Socio-cognitive theory Habit = low cost choice mechanism Habit vs. addiction Forming / breaking habits “Slashdot is for old dudes” theory
  • 23. Content StrategiesPropagandaAdvertisingFear MongeringPersuasion
  • 24. Social strategies
  • 25. Social SignalingJudith Donath Assessment signalsJoe Walther Warranting Cues Berrypicking?
  • 26. “signals” in situ
  • 27. System design
  • 28. Content Social ArchitectureAttention management strategies
  • 29. Why attention matters for social computing system research and practice
  • 30. Proposition 6:Attention underlies ourunderstanding of socialcomputing systems
  • 31. Research on social computing systemsResearch dominatedby “single channel”studiesCommon theoriesdon’t account foroverload well.
  • 32. Example: social capitalBenefit of interactingwith others in a socialnetworkDependent on “socialgrooming”i.e. spending attentionon others
  • 33. Example: Social SearchFacebook and Twitteroffer sweetopportunities to seekand share informationHow useful is that ifyou can’t make a bidfor the attention ofyour network?
  • 34. ImplicationsHow do people really decideto spend their attention? Heuristics, rational choice, habitWhat about cross channelchoice?Consumption vs. production?Local vs. global optimization?
  • 35. Cliff sometimes has bad ideas.Breadth - what isn’tattention?Overlap - king of allscience!Obvious - no duh?Testable - how should weapproach this?
  • 36. Final PleaWe can change the world for the better. Because we *can*, we must.
  • 37. Thanks!Cliff Lampecacl@umich.eduTwitter: @clifflampeSlideshare: clifflampe