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The Economics of Attention

Style and Substance in the Age of Information

By Richard A. Lanham

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| Paperback | 9780226468679

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Book Description

If economics is about the allocation of resources, then what is the most precious resource in our new information economy? Certainly not information, for we are drowning in it. No, what we are short of is the attention to make sense of that informati Continue

If economics is about the allocation of resources, then what is the most precious resource in our new information economy? Certainly not information, for we are drowning in it. No, what we are short of is the attention to make sense of that information. With all the verve and erudition that have established his earlier books as classics, Richard A. Lanham here traces our epochal move from an economy of things and objects to an economy of attention. According to Lanham, the central commodity in our new age of information is not stuff but style, for style is what competes for our attention amidst the din and deluge of new media. In such a world, intellectual property will become more central to the economy than real property, while the arts and letters will grow to be more crucial than engineering, the physical sciences, and indeed economics as conventionally practiced. The new attention economy, therefore, will anoint a new set of moguls in the business world - not the CEOs or fund managers of yesteryear, but new masters of attention with a grounding in the humanities and liberal arts.

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    Title: The Economics of Attention: Style and Substance in the Age of Information
    Author: Richard A. Lanham
    Publishing Date: May 12th 2006
    Publisher: University Of Chicago Press

    身處互聯網造成的扁平世界中,應該如何生存而不致於被資訊洪流淹沒?The Economics of Attention (中譯:注意力經濟)的作者 ...(continue)

    Title: The Economics of Attention: Style and Substance in the Age of Information
    Author: Richard A. Lanham
    Publishing Date: May 12th 2006
    Publisher: University Of Chicago Press

    身處互聯網造成的扁平世界中,應該如何生存而不致於被資訊洪流淹沒?The Economics of Attention (中譯:注意力經濟)的作者指出,在資訊爆炸的年代,我們所缺乏的不是資訊,而是投放注意力的時間。與此同時,眾人所給予的注意力會成為一種新興的經濟資源,與傳統既經濟資源並存。社會應該學習如何適應此種新經濟模式所帶來的轉變,並建構屬於新時代的經濟基礎。

    絕大多數人會認為此書應歸屬經濟書籍類別,但實際上書中內容有相當部分從人文角度出發。訊息泛濫的後果當中,以感覺退化最為嚴重,皆因人會將大部分的注意力集中於過濾資訊,而忽略實際的自身感受,更甚者會變成情感麻目。

    如何讓人於兩者間取得平衡,作者提出一個觀點:Style (風格)。在由無數資訊組成的金字塔基底上端,各種各類的風格開始與其相關的資訊組成連結並堆積起來,而大家則在當中各取所需。有風格協助過濾不必要的資訊,某程度上的確有助人們更輕鬆地游走於資訊汪洋中。

    書中後半段亦有章節提及創意產業在此種經濟模式中的轉變,更以圖片對照作出深入闡述,例如近期流行的字詞砌圖、錯覺圖、信息圖形等等。創意產業要爭取人們的眼球時間,非要變得簡單易明且可觀度高。於未來日子,群眾的注意力將會成為商品被販售,廣告行業亦會愈趨興盛,因此創意產業亦會隨著經濟轉型而迅速崛起。

    閱讀本書,需要十分有耐性,因其引用之理論頗多而且對普通讀者而言較難咀嚼。回歸原點,其實經濟無論如何發展,最终還是以人為本。究竟在金字塔頂端可以有甚麼?依然有待時間作出最後抉擇,筆者不敢在此先妄下判斷,但願先拋磚引玉:Vision (信念)。對抑或錯則留待未來印證。

    (BY 茺慧子)

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Book Details

  • Rating:
    (4)
    • 4 stars
  • English Books
  • Paperback 326 Pages
  • ISBN-10: 0226468674
  • ISBN-13: 9780226468679
  • Publisher: The University of Chicago Press
  • Publish date: 2007-11-13
  • Dimensions: 148 mm x 993 mm x 1,470 mm
  • Also available as: Hardcover
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