This document summarizes key points from a presentation by Deborah Kozdras of the University of South Florida Stavros Center on influential literacy, social media marketing, and "fake news" in the modern attention economy. The presentation discusses how the medium shapes the message according to McLuhan, the transition from yellow journalism to clickbait, and how attention has become the scarce resource in today's digital landscape. It also references concepts like the tragedy and comedy of the commons, as well as the shift from persuasion to pre-suasion in influencing audiences.

1. T
Deborah Kozdras: University of South Florida
Stavros Center
Visual Texts and
Deborah Kozdras:
dkozdras@usf.edu
USF Stavros Center
Influential Literacy:
Social Media Marketing
& “Fake News” in an
Attention Economy

2. The medium is the massage
" In a culture like ours, long accustomed to splitting and
dividing all things as a means of control, it is sometimes
a bit of a shock to be reminded that, in operational and
practical fact, the medium is the message. This is
merely to say that the personal and social
consequences of any medium - that is, of any extension
of ourselves - result from the new scale that is
introduced into our affairs by each extension of
ourselves, or by any new technology." (McLuhan, 1964,
p. 7)

3. Massage

4. From Behavioral
Economics:

5. From Yellow Journalism to Clickbait

6. http://www.propagandacritic.co
m/articles/intro.ipa.html

7. Attention Economy: From the Economics of Stuff
to the Economics of Attention
Tragedy of the Commons
“How the common ground in
an English village, on which all
could graze their sheep,
speedily became overgrazed
because each person has the
use of it but none the
responsibility for it” (Laham, p,
13, 2006).
Comedy of the Commons
“The World Wide Web . . .has
created what we might call the
‘comedy of the commons’ . .
.the more people graze on it
for their own purposes, the
bigger it becomes and the
greener its grass grows”
(Laham, p, 13, 2006).
Attention becomes the scarce resource
How do we handle this comedy of plenty?

8. From Persuasion to Pre-suasion
https://www.influenceatwork.com/books/pre-suasion /

9. Building an Argument
Here are my reasons!
1. _________________
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2. _________________
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3. _________________
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You could argue that…
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. . .but here is the
weakness . . .
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Here is what I think . . .
Evidence to back up my reasons
Strong Finish!
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