The Battle for Attention

How do we hold on to what matters in a distracted age?

April 29, 2024

“Attention as a category isn’t that salient for younger folks,” Jac Mullen, a writer and a high-school teacher in New Haven, told me recently. “It takes a lot to show that how you pay attention affects the outcome—that if you focus your attention on one thing, rather than dispersing it across many things, the one thing you think is hard will become easier—but that’s a level of instruction I often find myself giving.” It’s not the students’ fault, he thinks; multitasking and its euphemism, “time management,” have become goals across the pedagogic field. The SAT was redesigned this spring to be forty-five minutes shorter, with many reading-comprehension passages trimmed to two or three sentences. Some Ivy League professors report being counselled to switch up what they’re doing every ten minutes or so to avoid falling behind their students’ churn. What appears at first to be a crisis of attention may be a narrowing of the way we interpret its value: an emergency about where—and with what goal—we look.

“In many ways, it’s the oldest question in advertising: how to get attention,” an executive named Joanne Leong told me one afternoon, in a conference room on the thirteenth floor of the midtown office of the Dentsu agency. We were speaking about a new attention market. Slides were projected on the wall, and bits of conversation rattled like half-melted ice cubes in the corridor outside. For decades, what was going on between an advertisement and its viewers was unclear: there was no consensus about what attention was or how to quantify it. “The difference now is that there’s better tech to measure it,” Leong said.

Dentsu is one of the world’s leading advertising agencies, running accounts for Heineken, Hilton, Kraft Heinz, Microsoft, Subway, and other global corporations. In 2019, the firm began using digital technology to gather data that showed not only how many people attended to its ads but in what ways they did—information that could be applied to derive a quantitative unit of attention value. In 1997, the technology pundit Michael Goldhaber had envisaged a world in which attention supplanted money as a dominant currency. (“If you have enough attention, you can get anything you want,” he lamented.) Since then, advertising has caught up with the trade.

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attention

inattention

it's not that I understand these articles 100% but get a gist of them enough to understand what they are talking about.

but looking deeper into the contexts and knowing what the topic materials are about will be crucial to my understanding more fully what an article might be saying.

here it talks of how young people these days have really short attention span

and how the world is gearing to measure up to these changes

it comes with an educational imperative

to put an emphasis on attention holding

and train kids to concentrate on needy things for sufficient time so as to derive actual results and not simply elicit stimulatory responses

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