The Economics of Attention

by Lanham, Richard A.

• ISBN13: 9780226468822
• ISBN10: 0226468828
• Format: Hardcover
• Copyright: 2006-04-21
• Publisher: Univ of Chicago Pr

Summary

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 butstyle, 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 worldnot the CEOs or fund managers of yesteryear, but new masters of attention with a grounding in the humanities and liberal arts. "I personally find this head-smackingly insightful. Of course! Money may make the world go 'round, but it's attention that we increasingly sell, hoard, compete for and fuss over. . . . The real news is that just about all of uswhether we participate in the market as producers or consumerslive increasingly in the attention economy as well."Andrew Cassel,Philadelphia Inquirer

Author Biography

Richard A. Lanham is professor emeritus of English at the University of California, Los Angeles, and president of Rhetorica, Inc., a consulting and editorial services company. He is the author of numerous books, including The Electronic Word: Democracy, Technology, and the Arts, also published by the University of Chicago Press.

Table of Contents

List of Illustrations	ix
Preface	xi
Stuff and Fluff	1	(41)
Economists of Attention	42	(36)
What's Next for Text?	78	(52)
An Alphabet That Thinks	130	(27)
Style/Substance Matrix	157	(34)
Barbie and the Teacher of Righteousness	191	(42)
The Audit of Virtuality	233	(21)
Revisionist Thinking	254	(19)
Acknowledgments	273	(2)
Notes	275	(8)
Works Cited	283	(12)
Index	295