google-site-verification: google63abd9e39bc69d20.html

Economía de la atención: Abundancia de información implica pobreza de atención


Por Javier Velilla

economia_de_la_atencion.jpg

 

Michael Goldhaber tiene una lucidez extraordinaria. Hace unos años analizó el concepto de Economía de la Atención, por la que “la abundancia de la información da lugar a la pobreza de la atención”. El concepto parece que lo acuña el Premio Nobel de Economía Herbert Simon, que en 1971 investiga sobre el impacto de la sobrecarga de información en las llamadas economías desarrolladas. En su opinión, “lo que la atención consume es bastante obvio: la  atención de sus receptores.  De esto se deduce que una riqueza de información crea una pobreza de atención”. 

 

Años más tarde, en 1997, Goldhaber publica en First Monday el artícuclo “La economía de la atención y la Red” con una frase impresionante: “el dinero no puede comprar atención”.


“If the Web and the Net can be viewed as spaces in which we will increasingly live our lives, the economic laws we will live under have to be natural to this new space. These laws turn out to be quite different from what the old economics teaches, or what rubrics such as “the information age” suggest. What counts most is what is most scarce now, namely attention. The attention economy brings with it its own kind of wealth, its own class divisions – stars vs. fans – and its own forms of property, all of which make it incompatible with the industrial-money-market based economy it bids fair to replace. Success will come to those who best accommodate to this new reality”.

 

Es evidente que la reciente (y muy creciente) digitalización de la mayoría de los procesos comunicativos que se realizan en las sociedades postindustriales provoca un crecimiento exponencial de los datos, que deben ser asimilados, clasificados, comparados, monitorizados… Es una tarea cada vez más árdua que provoca que la atención sea uno de los bienes más escasos de este nuevo paradigma.

 

El tiempo dedicado conscientemente a una determinada actividad decrece (o aparecen días de 36 horas). Es decir, el tiempo se convierte en el recurso más escaso, más cuando el coste de elaborar y de distribuir el contenido digital tiende a cero según asegura Chris Anderson en un libro Gratis (habla para ello de subsidios cruzados directos, mercados trilaterales, freemium e, incluso, mercados no monetarios).

 

Pero aparece un nuevo coste: la falta de atención. Si hasta hace unos años, con audiencias monoplataforma y cautivas, era posible gestionar audiencias cautivas, hoy la promiscuidad es una constante. Atraer la atención de las audiencias, cautivar su confianza, generar interés continuado y convencer es la estrategia adecuada.

 

Internet no es un gran almacén, es todo el almacén. El caso de Spotify, con cuatro millones de canciones es un ejemplo. La selección no existe, se autogenera con cada búsqueda. Es un proceso que describe David Weinberger en Everything is Miscellaneous. La información es miscelánea, compuesta de cosas distintas o de géneros diferentes e inconexos mezclados o unidos. De este modo, cada usuario posee su propio esquema mental y percibe (o busca) la información de manera diferente. Nadie puede escuchar todas las canciones de Spotify, pero puede encontrar las que está buscando con una precisión a sus gustos mucho más ajustada.

 

Lo mismo pasa con las páginas web. Impresiona pensar que cada día se publican un millón de páginas web y 20.000 millones de correos electrónicos, sin entrar en el fenómeno-en-tiempo-real de Twitter. La superabundancia y la multitarea son fenómenos crecientes, y también la impaciencia, pues la máxima distancia entre un punto y otro se encuentra al alcance de un click de su ratón.

 

Un enfoque es la intermediación. Es el negocio de los medios de comunicación -que redistribuyen hechos-, pero también de Google o de tiendas virtuales como Amazon o Ebay. Facilitan la búsqueda, fidelizan al usuario y aspiran a recibir beneficios por su intermediación mediante la publicidad o la compra. Ya lo dijo el economista  Josef Falkinger en 2003, la atención “es el prerrequisito de toda transacción económica”.

 

This entry was posted on Viernes, Enero 15th, 2010 at 19:50 

 

Creative Commons License
Impresiones, el blog de Javier Velilla, se acoge a la licencia de Creative Commons. Más información aquí.

 

.......................................

Fuente: Impresiones  
Imagen: Informacion   

Artículos relacionados:


- La racionalidad limitada y las decisiones programadas, de Simon y March
- La ingeniería de la decisión con racionalidad limitada

- La economía conductual y el fin de la economía racional

- Economía de la atención: Relevancia versus Infoxicación 
- Cambios en la teoría económica: Llega "la Era de la Complejidad"

- Principios psicológicos en la economía

- La década en la que cayó el poder de los economistas

- Silencio y escucha frente a la cultura del ruido y la superficialidad  - Megatendencias. Siglo 21: El hipercambio  
- Dan Ariely: 9 ejemplos de la economía conductual en el marketing  
- Ecología y sostenibilidad  
- Tomar Decisiones, de la Racionalidad al Cubo de Basura  
Tres herramientas de la Economía Conductual para tomar decisiones  
- Las nuevas teorías: Economía Conductual y Neuroeconomía  


Tell a Friend Imaginactivo - Villarrica Cultural - EcoVillarrica - Facebook - NetworkedBlogs - Delicious - Twitter - Bitacoras.com

Etiquetas en Bitacoras.com: , , , , , , ,

 

|

Comentarios

Thanks for this article. I might also like to say that it can end up being hard if you find yourself in school and merely starting out to create a long credit rating. There are many learners who are only trying to endure and have long or good credit history are often a difficult issue to have.

Responder

Thanks for this article. I might also like to say that it can end up being hard if you find yourself in school and merely starting out to create a long credit rating. There are many learners who are only trying to endure and have long or good credit history are often a difficult issue to have.

Responder

Thanks for this article. I might also like to say that it can end up being hard if you find yourself in school and merely starting out to create a long credit rating. There are many learners who are only trying to endure and have long or good credit history are often a difficult issue to have.

Responder

Thanks for this article. I might also like to say that it can end up being hard if you find yourself in school and merely starting out to create a long credit rating. There are many learners who are only trying to endure and have long or good credit history are often a difficult issue to have.

Responder

Thanks for this article. I might also like to say that it can end up being hard if you find yourself in school and merely starting out to create a long credit rating. There are many learners who are only trying to endure and have long or good credit history are often a difficult issue to have.

Responder

I truly prize your function, Wonderful post.

Responder

I truly prize your function, Wonderful post.

Responder

I truly prize your function, Wonderful post.

Responder

I simply couldn't depart your site prior to suggesting that I actually loved the standard info an individual supply for your guests? Is going to be back regularly in order to inspect new posts.

Responder

I simply couldn't depart your site prior to suggesting that I actually loved the standard info an individual supply for your guests? Is going to be back regularly in order to inspect new posts.

Responder

I simply couldn't depart your site prior to suggesting that I actually loved the standard info an individual supply for your guests? Is going to be back regularly in order to inspect new posts.

Responder

I simply couldn't depart your site prior to suggesting that I actually loved the standard info an individual supply for your guests? Is going to be back regularly in order to inspect new posts.

Responder

I simply couldn't depart your site prior to suggesting that I actually loved the standard info an individual supply for your guests? Is going to be back regularly in order to inspect new posts.

Responder

Thanks for the post.Really looking forward to read more. Will read on

Responder

Thanks for the post.Really looking forward to read more. Will read on

Responder

Thanks for the post.Really looking forward to read more. Will read on

Responder

Thanks for the post.Really looking forward to read more. Will read on

Responder

Thanks for the post.Really looking forward to read more. Will read on

Responder

Very efficiently written information. It will be beneficial to everyone who employess it, including myself. Keep up the good work for sure i will check out more posts.

Responder

Very efficiently written information. It will be beneficial to everyone who employess it, including myself. Keep up the good work for sure i will check out more posts.

Responder

Very efficiently written information. It will be beneficial to everyone who employess it, including myself. Keep up the good work for sure i will check out more posts.

Responder

Very efficiently written information. It will be beneficial to everyone who employess it, including myself. Keep up the good work for sure i will check out more posts.

Responder

Very efficiently written information. It will be beneficial to everyone who employess it, including myself. Keep up the good work for sure i will check out more posts.

Responder

Hi. Only wanted to ask a quick issue. Now i am

Responder

Totally pent subject matter, appreciate it for selective information.

Responder

Totally pent subject matter, appreciate it for selective information.

Responder

Totally pent subject matter, appreciate it for selective information.

Responder

Totally pent subject matter, appreciate it for selective information.

Responder

My brother recommended I may like this website. He used to be totally right. This post truly made my day. You can not consider simply how so much time I had spent for this info! Thanks!

Responder

My brother recommended I may like this website. He used to be totally right. This post truly made my day. You can not consider simply how so much time I had spent for this info! Thanks!

Responder

My brother recommended I may like this website. He used to be totally right. This post truly made my day. You can not consider simply how so much time I had spent for this info! Thanks!

Responder

Thank you for your blog article. Great.

Responder

Thank you for your blog article. Great.

Responder

I got what you mean, regards for putting up.Woh I am delighted to find this website through google. You must pray that the way be long, full of adventures and experiences. by Constantine Peter Cavafy.

Responder

Someone essentially help to make significantly posts I might state. This is the first time I frequented your web page and so far? I surprised with the research you made to create this actual submit amazing. Magnificent activity!

Responder

Someone essentially help to make significantly posts I might state. This is the first time I frequented your web page and so far? I surprised with the research you made to create this actual submit amazing. Magnificent activity!

Responder

I really like your writing style, great info, thank you for putting up

Responder

I got what you intend, thankyou for putting up.Woh I am glad to find this website through google. It is a very hard undertaking to seek to please everybody. by Publilius Syrus.

Responder

I got what you intend, thankyou for putting up.Woh I am glad to find this website through google. It is a very hard undertaking to seek to please everybody. by Publilius Syrus.

Responder

I got what you intend, thankyou for putting up.Woh I am glad to find this website through google. It is a very hard undertaking to seek to please everybody. by Publilius Syrus.

Responder

I got what you intend, thankyou for putting up.Woh I am glad to find this website through google. It is a very hard undertaking to seek to please everybody. by Publilius Syrus.

Responder

Very neat article post.Much thanks again. Much obliged.

Responder

Hello there! This post could not be written any better! Reading this post reminds me of my good old room mate! He always kept talking about this. I will forward this page to him. Fairly certain he will have a good read. Thank you for sharing!

Responder

Article Source a viral game app is not

Responder

Article Source a viral game app is not

Responder

Article Source a viral game app is not

Responder

Article Source a viral game app is not

Responder

Article Source a viral game app is not

Responder

It is also possible that Zynga's chosen advertising network is to blame if we consider the case of the New York Times' website

Responder

It is also possible that Zynga's chosen advertising network is to blame if we consider the case of the New York Times' website

Responder

Escribe un comentario

¿Quieres usar tu foto? - Inicia tu sesión o Regístrate gratis »
Comentarios de este artículo en RSS

Comentarios recientes

Cerrar