A133.
Rice, R. E, & Hoffman, Z. T. (2018). Attention in
business press to the diffusion of attention technologies,
1990-2017. International
Journal of Communication, 12.
Organizations in the digital networked
media environment must increasingly rely on data about audiences’
allocation of
their attention to obtain positive returns on their marketing budgets;
provide
better and more personalized services; or achieve more successful
outcomes of
health, political, or other campaigns or interventions. Thus, a variety
of
attention technologies (tracking, storage, and analytics) and an
attention
brokerage industry have developed over time. These developments are
grounded in
concepts of the information and knowledge economy, information
economics, media
advertising models, the attention economy, and diffusion of innovations
theory.
After this contextualization, the study analyzes how the business press
represents the attributes associated with the diffusion of these
attention
technologies (relative advantage, compatibility, complexity,
trialability,
communicability, uncertainty, and reinvention), and new subdimensions
of each, and
by promoting or adopting company, over time (1990–2017).
Open
access: https://ijoc.org/index.php/ijoc/article/view/8250/2424