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Designing Choreographies for the New Economy of Attention

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His concept of "the economy of attention" is premised on the idea that all of the elements that comprise a situation — its business as well as its custard — are in the process of being reorganized by the emerging media and an underlying economy that privileges "fluff" over "stuff." But Lanham goes a step further and argues that fluff does not simply support stuff (i.e. the advertisement does not simply support the product), but the fluff itself becomes the commodity.