Feature films, television shows, homemade videos, tweets, blogs, and breaking news: digital media offer an always-accessible, apparently inexhaustible supply of entertainment and information. Although choices seems endless, public attention is not. How do digital media find the audiences they need in an era of infinite choice? In The Marketplace of Attention, James Webster explains how audiences take shape in the digital age.
Webster describes the factors that create audiences, including the preferences and habits of media users, the role of social networks, the resources and strategies of media providers, and the growing impact of media measures—from ratings to user recommendations. He incorporates these factors into one comprehensive framework: the marketplace of attention. In doing so, he shows that the marketplace works in ways that belie our greatest hopes and fears about digital media.
Some observers claim that digital media empower a new participatory culture; others fear that digital media encourage users to retreat to isolated enclaves. Webster shows that public attention is at once diverse and concentrated—that users move across a variety of outlets, producing high levels of audience overlap. So although audiences are fragmented in ways that would astonish midcentury broadcasting executives, Webster argues that this doesn’t signal polarization. He questions whether our preferences are immune from media influence, and he describes how our encounters with media might change our tastes. In the digital era’s marketplace of attention, Webster claims, we typically encounter ideas that cut across our predispositions. In the process, we will remake the marketplace of ideas and reshape the twenty-first century public sphere.
0 有用 Steppenwolf 2022-02-11 15:43:40
structure和agency之间的张力真的是特别棒的insight。多重二元论的铺陈,注意力micro/macro,观众endogenous/exogenous,媒体fragmentation/二八法则,媒介选择理性与否
0 有用 sky 2018-04-14 05:27:16
挺不错的,从agency和structure的duality出发去看audience和media的互动,并且考虑了measure。感觉C1、C6写得好一些,中间一般
0 有用 Brooklyn 2020-07-26 12:33:03
1) Macro-level approach, 2) Theorizing the networked society as an ever-changing sphere produced by the endless interaction between users and media. 3) ATTENTION is the KEY and most valuable thing in ... 1) Macro-level approach, 2) Theorizing the networked society as an ever-changing sphere produced by the endless interaction between users and media. 3) ATTENTION is the KEY and most valuable thing in the digital marketplace because it is LIMITED (content is not), 4) bounded rationality & satisfice (organization课上有overlap), 5) audience = public NOW (展开)
0 有用 Steppenwolf 2022-02-11 15:43:40
structure和agency之间的张力真的是特别棒的insight。多重二元论的铺陈,注意力micro/macro,观众endogenous/exogenous,媒体fragmentation/二八法则,媒介选择理性与否
0 有用 Brooklyn 2020-07-26 12:33:03
1) Macro-level approach, 2) Theorizing the networked society as an ever-changing sphere produced by the endless interaction between users and media. 3) ATTENTION is the KEY and most valuable thing in ... 1) Macro-level approach, 2) Theorizing the networked society as an ever-changing sphere produced by the endless interaction between users and media. 3) ATTENTION is the KEY and most valuable thing in the digital marketplace because it is LIMITED (content is not), 4) bounded rationality & satisfice (organization课上有overlap), 5) audience = public NOW (展开)
0 有用 sky 2018-04-14 05:27:16
挺不错的,从agency和structure的duality出发去看audience和media的互动,并且考虑了measure。感觉C1、C6写得好一些,中间一般