Michael Erard’s “A Short Manifesto on the Future of Attention” reiterates Herbert Simon’s 1971 prediction of an attention shortage: “What information consumes is rather obvious: it consumes the attention of its recipients,” and asks what an attention economy would really look like. Apart from some extremely dubious Ronald Reagan worship, the article is a fascinating read.
I imagine attention festivals: week-long multimedia, cross-industry carnivals of readings, installations, and performances, where you go from a tent with 30-second films, guitar solos, 10-minute video games, and haiku to the tent with only Andy Warhol movies, to a myriad of venues with other media forms and activities requiring other attention lengths. In the Nano Tent, you can hear ringtones and read tweets. A festival organized not by the forms of the commodities themselves but of the experience of interacting with them. Not organized by time elapsed, but by cognitive investment: a pop song, which goes by quickly, can resonate for days; a poem, which can go by more quickly, sticks through a season. A festival in which you can see images of your brain on knitting and on Twitter.
I imagine a retail sector for cultural products that’s organized around the attention span: not around “books” or “music” but around short stories and pop songs in one aisle, poems and arias in the other. In the long store: 5,000 piece jigsaw puzzles, big novels, beer brewing equipment, DVDs of The Wire. Clerks could suggest and build attentional menus. We would develop attentional connoisseurship: the right pairings of the short and long. We would understand, and promote, attentional health.
A Short Manifesto on the Future of Attention
(via Futurismic)